The Forecasting of 3G Market in India Based on Revised Technology Acceptance Model

TL;DR

This paper examines factors influencing 3G service adoption in India using a revised Technology Acceptance Model, highlighting perceived usefulness, perceived risk, and cost as key determinants affecting user attitudes.

Contribution

It extends the Technology Acceptance Model by incorporating five new antecedents and applies it to Indian 3G adoption, providing empirical insights specific to this context.

Findings

Perceived usefulness significantly influences attitude towards 3G use.

Perceived risk and cost of adoption significantly affect user attitudes.

Perceived usefulness is the most influential factor among those studied.

Abstract

3G, processor of 2G services, is a family of standards for mobile telecommunications defined by the International Telecommunication Union [1]. 3G services include wide-area wireless voice telephone, video calls, and wireless data, all in a mobile environment. It allows simultaneous use of speech and data services and higher data rates.3G is defined to facilitate growth, increased bandwidth and support more diverse applications. The focus of this study is to examine the factors affecting the adoption of 3G services among Indian people. The study adopts the revised Technology Acceptance Model by adding five antecedents-perceived risks, cost of adoption, perceived service quality, subjective norms, and perceived lack of knowledge. Data have collected from more than 400 school/college/Institution students & employees of various Government/Private sectors using interviews & various convenience sampling procedures and analyzed using MS excel and MATLAB. Result shows that perceived usefulness has the most significant influence on attitude towards using 3G services, which is consistent with prior studies. Of the five antecedents, perceived risk and cost of adoption are found to be significantly influencing attitude towards use. The outcome of this study would be beneficial to private and public telecommunication organizations, various service providers, business community, banking services and people of India. Research findings and suggestions for future research are also discussed.