Abstract

Third generation (3G) mobile services have not performed as much as they were expected to do a decade ago due to limited exemplary handset capacity, overlooking subscriber behavior and so on. This paper examined customers’ behavioral intention of adopting 3G value-added services, particularly, the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) models. Structural Equation Modeling (SEM) was developed to analyze the data set which included 233 interviews on customer perception of Secured Handset Enabler (SHE) application. Important factors such as perceived usefulness and perceived ease-of-use are incorporated into the models. Some useful findings were presented which will help an Application Service Provider (ASP) to correctly analyze and understand subscribers’ intentions and service demand, and the needed strategies to promote their services.

Key words: 3G Services, secured handset enabler (SHE), value-added service, theory of planned behavior (TPB), technology acceptance model (TAM).