The Role of Self-Construal in 3G Acceptance in China: An Empirical Investigation

Abstract

This study aims to validate a model of consumer acceptance for 3G use in China. It integrates the technology acceptance model (TAM) and satisfaction theory to examine plans to introduce third-generation mobile phones to second-generation mobile phone users. In addition, this study considers the effect of self-construal on the perceived usefulness, perceived ease of use, subjective norms, prior satisfaction with 2G/2.5G, and intention to use 3G. The empirical results of this study show that the technology acceptance model partially explains consumers intentions to adopt 3G technology. Although consumers perceive that 3G is easier to use, this does not directly influence them to use 3G. Prior satisfaction with their current model of phone does not influence consumers intention to use 3G. Moreover, self-construal has moderate effects on the relationship between perceived usefulness, subjective norms, and the intention to use 3G.