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Behavioral Intention towards the Use of 3G Technology

Nowadays, 3G technologies provide people with higher wireless bandwidth, audio and video services, as well as mobile internet access all in one mobile environment. The information technology industry needs to understand why people prefer this technology, which variables and opportunities convinced them to use it. The focus of this study is to examine the factors affecting 3G technology perception and adoption. In the theoretical framework of the study, Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) are used as guidelines. In order to analyze 3G users’ perception and behavioral intention, external variables (perceived usefulness, perceived ease of use, price, variety of 3G services, service quality and social influence) and control variables (gender, age, education level, experience, occupation, payment type) are analyzed through a survey study. The results show that perceived usefulness, variety of 3G services, service quality and social influence are influencing factors towards the behavioral intention of 3G usage.