Abstract

Since use-diffusion (UD) theory is firstly presented in 2004, few studies about UD theory have been investigated to date. In order to enrich UD theoretical results and test the feasibility of this theory applied in different research fields, we study use-diffusion of 3G services in China. This paper modifies UD determinants and established 3G services use-diffusion model. A web-based survey was used in collecting data to test UD model in explaining the usage degree of consumer. The results show that: (1) Perceived usefulness, subjective norm, innovativeness and perceived cost are the determinants of significantly affecting the variety of use, rate of use is significantly affected by perceived usefulness, perceived ease of use, perceived cost and perceived mobility; (2) Perception of UD determinants among four types of users is different; (3) There are significant differences among four typological users about satisfaction of 3G services and interest in future 3G services. Based on these findings, the study proposes some managerial implications and suggestions.

Key words: Use-diffusion, variety of use, rate of use.