Abstract
Rapid development in mobile services results in exciting opportunities for telecommunication operators. Recently, third generation (3G) mobile services have been introduced into the marketplace. They are superior to current mobile services in terms of transmission speed and multimedia technology and superior to older online services with their limited mobility and availability. Based on recent research about mobile services, this study extends the applicability of van der Heijden's model in the context of 3G mobile services. Data collected from 397 users via a web questionnaire survey in Taiwan were tested against the extended model, using the structural equation modeling approach. The results support the extended model in explaining the user acceptance of 3G mobile services. Based on the research findings, several implications for 3G mobile services acceptance research and management practices are discussed.
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