3G

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s20\cf0\f0\charscalex100 {114}\par\column\pard\li146\ri0\sl-173\slmult0 \fs18\cf
0\f0\charscalex100 {3G Services Adoption among University Students: Diffusion of
Innovation Theory }\par\pard\li440\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li440\
ri0\sl-213\slmult0 \fs18\cf0\par\pard\li440\ri0\sl-213\slmult0 \fs18\cf0\par\par
d\li440\ri0\sl-293\slmult0 \fs28\cf0\f0\charscalex100\b {3G Services Adoption am
ong University Students: }\b0 \par\pard\li1520\ri0\sl-306\slmult0 \fs28\cf0\f0\
charscalex100\b {Diffusion of Innovation Theory }\b0 \par\pard\li386\ri0\sl-213\
slmult0 \fs18\cf0\par\pard\li386\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {
J. W. Ong, Multimedia University, Melaka, Malaysia. }\fs20\cf1\f0\charscalex100\
ul {jwong@mmu.edu.my}\ul0 \par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscal
ex100 {Yew-Siang Poong, Multimedia University, Melaka, Malaysia. }\fs20\cf1\f0\c
harscalex100\ul {yspoong@mmu.edu.my}\ul0 \par\pard\li280\ri0\sl-213\slmult0 \fs1
8\cf0\f0\charscalex100 {Tuan Hock Ng, Multimedia University, Melaka, Malaysia. }
\fs20\cf1\f0\charscalex100\ul {thng@mmu.edu.my}\ul0 \par\pard\li653\ri0\sl-213\s
lmult0 \fs18\cf0\par\pard\li653\ri0\sl-226\slmult0 \*\tx3546\fs20\cf0\f0\charsca
lex100\b {Abstract }\b0 \tab \fs20\cf0\f0\charscalex100 {offers a bundle of
services and conveniences, }\par\pard\sect\sectd\sbknone\cols2\colno1\colw5733\
colsr-0\colno2\colw5706\pard\li1200\ri0\sl-213\slmult0 \*\tx1693\*\tx2573\*\tx36
26\*\tx4066\*\tx5040\fs20\cf0\f0\charscalex100\i {3G }\i0 \tab \fs18\cf0\f0\char
scalex100\i {services }\i0 \tab \fs18\cf0\f0\charscalex100\i {represents }\i0 \t
ab \fs20\cf0\f0\charscalex100\i {an}\i0 \tab \fs18\cf0\f0\charscalex100\i {evolu
tion}\i0 \tab \fs20\cf0\f0\charscalex100\i {in}\i0 \par\pard\li1200\ri0\sl-213\s
lmult0 \fs18\cf0\f0\charscalex100\i {telecommunication industry. However, 3G
services }\i0 \par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100\i {
has not received great adoption rate as expected}\i0 \par\pard\li1200\ri0\s
l-213\slmult0 \fs16\cf0\f0\charscalex100\i {despite of various benefits prov
ided by this service. }\i0 \par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\ch
arscalex100\i {This study aims to investigate the factors affecting}\i0 \p
ar\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100\i {the intention
to adopt 3G services among the }\i0 \par\pard\li1200\ri0\sl-213\slmult0 \fs1
8\cf0\f0\charscalex100\i {university students in Malaysia since they expecte
d}\i0 \par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100\i {to be
the group with great potential to adopt 3G }\i0 \par\pard\li1200\ri0\sl-22
6\slmult0 \fs18\cf0\f0\charscalex100\i {services. Diffusion of innovation theo
ry is modified}\i0 \par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex
100\i {and applied in this study to achieve the objective. }\i0 \par\pard\l
i1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100\i {Results of this study
show that perceived}\i0 \par\pard\li1200\ri0\sl-213\slmult0 \*\tx2506\*\tx350
6\*\tx4346\fs16\cf0\f0\charscalex100\i {compatibility, }\i0 \tab \fs16\cf0\f0\ch
arscalex100\i {perceived }\i0 \tab \fs18\cf0\f0\charscalex100\i {relative }\i0 \
tab \fs16\cf0\f0\charscalex100\i {advantage, }\i0 \par\pard\li1200\ri0\sl-213\sl
mult0 \*\tx2200\*\tx2960\*\tx4453\fs18\cf0\f0\charscalex100\i {perceived }\i0 \t
ab \fs20\cf0\f0\charscalex100\i {results }\i0 \tab \fs18\cf0\f0\charscalex100\i
{demonstrability, }\i0 \tab \fs18\cf0\f0\charscalex100\i {perceived}\i0 \par\par
d\li1200\ri0\sl-226\slmult0 \*\tx2280\*\tx3226\*\tx3946\*\tx4453\fs18\cf0\f0\cha
rscalex100\i {trailability, }\i0 \tab \fs18\cf0\f0\charscalex100\i {perceived}\i
0 \tab \fs20\cf0\f0\charscalex100\i {image, }\i0 \tab \fs20\cf0\f0\charscalex100
\i {and}\i0 \tab \fs18\cf0\f0\charscalex100\i {perceived}\i0 \par\pard\li1200\ri
0\sl-213\slmult0 \*\tx2200\*\tx2680\*\tx3840\*\tx4866\fs18\cf0\f0\charscalex100\
i {enjoyment }\i0 \tab \fs20\cf0\f0\charscalex100\i {are }\i0 \tab \fs18\cf0\f0\
charscalex100\i {significantly }\i0 \tab \fs18\cf0\f0\charscalex100\i {associate
d}\i0 \tab \fs20\cf0\f0\charscalex100\i {with}\i0 \par\pard\li1200\ri0\sl-213\sl
mult0 \*\tx2053\*\tx2373\fs18\cf0\f0\charscalex100\i {intention}\i0 \tab \fs20\c

f0\f0\charscalex100\i {to}\i0 \tab \fs20\cf0\f0\charscalex100\i {adopt 3G serv
ices. Surprisingly, }\i0 \par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\chars
calex100\i {perceived cost of using 3G services is found to be }\i0 \par
\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\i {positive but ins
ignificant associated with intention}\i0 \par\pard\li1200\ri0\sl-240\slmult0 \
fs24\cf0\f0\charscalex100\i {t}\i0 \fs18\cf0\f0\charscalex100\i {o adopt 3G se
rvices. Managerial implications and}\i0 \par\pard\li1200\ri0\sl-226\slmult0 \
fs18\cf0\f0\charscalex100\i {conclusion have been discussed. }\i0 \par\pard\li12
00\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-226\slmult0 \fs20\cf0\f0\
charscalex100 {Keywords: 3G Services Adoption, Diffusion of }\par\pard\li12
00\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Innovation Theory, University
Students }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-2
26\slmult0 \fs18\cf0\f0\charscalex100\b {1. Introduction }\b0 \par\pard\li1880\r
i0\sl-213\slmult0 \fs18\cf0\par\pard\li1880\ri0\sl-213\slmult0 \*\tx2440\*\tx368
0\*\tx4093\*\tx4906\fs20\cf0\f0\charscalex100 {The }\tab \fs20\cf0\f0\charscalex
100 {development }\tab \fs20\cf0\f0\charscalex100 {of }\tab \fs20\cf0\f0\charsca
lex100 {science }\tab \fs20\cf0\f0\charscalex100 {and}\par\pard\li1200\ri0\sl-21
3\slmult0 \fs20\cf0\f0\charscalex100 {technology is never stagnant. They ev
olve and}\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {contin
uously grow from day to day.
Technology }\par\pard\li1200\ri0\sl-213\slmu
lt0 \fs18\cf0\f0\charscalex100 {today will soon be the past tense and sub
sequently }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {updat
ed and replaced with more advanced and}\par\pard\li1200\ri0\sl-213\slmult0 \f
s20\cf0\f0\charscalex100 {refined technology. Along with the development, }\
par\pard\li1200\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {mobile technolog
y, the technology embedded in a }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf
0\f0\charscalex100 {small communication device, is getting more and}\par\p
ard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {more sophisticated. }\
par\pard\li1880\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1880\ri0\sl-213\slmult0
\fs18\cf0\f0\charscalex100 {Mobile technology can be traced to its 0G }\par
\pard\li1200\ri0\sl-226\slmult0 \*\tx1986\*\tx2346\*\tx3026\*\tx3360\*\tx3693\*\
tx4666\fs18\cf0\f0\charscalex100 {history, }\tab \fs18\cf0\f0\charscalex100 {in}
\tab \fs18\cf0\f0\charscalex100 {which}\tab \fs18\cf0\f0\charscalex100 {it }\tab
\fs18\cf0\f0\charscalex100 {is }\tab \fs18\cf0\f0\charscalex100 {the first }\t
ab \fs18\cf0\f0\charscalex100 {mobile }\par\pard\li1200\ri0\sl-213\slmult0 \fs18
\cf0\f0\charscalex100 {communication service right after the World War II. }\par
\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {The evolution then h
appened with the advancement }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\
charscalex100 {in 1G, 2G, 2.5G, 3G, and 4G. The main distinction}\par\pard\
li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {among the various phases
of development is the }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\cha
rscalex100 {technology quality. Record shows that 1G mobile }\par\pard\li1
200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {cellular employed analogue
technology while 2G }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscal
ex100 {used digital technology. While, 3G combines high-}\par\pard\li1200\
ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {speed mobile access with Internet
Protocol (IP) and}\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex10
0 {it is proven with faster communication service and}\par\pard\li1200\ri0\
sl-213\slmult0 \fs18\cf0\f0\charscalex100 {higher capacity processing record. Th
e International }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100
{Telecommunication Union (ITU) states that 3G }\par\pard\li1200\ri0\sl-226\
slmult0 \fs18\cf0\f0\charscalex100 {must be capable of a minimum speed of
144K bits }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {pe
r second. Indeed, the invention of 3G technology }\par\column\pard\li0\ri0\sl-2
13\slmult0 \*\tx973\*\tx1946\*\tx2613\*\tx3560\fs20\cf0\f0\charscalex100 {includ
ing}\tab \fs20\cf0\f0\charscalex100 {increased}\tab \fs20\cf0\f0\charscalex100 {
voice }\tab \fs20\cf0\f0\charscalex100 {capacity, }\tab \fs20\cf0\f0\charscalex1
00 {video}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {conferenc
ing and internet browsing capability. In }\par\pard\li0\ri0\sl-213\slmult0
\fs18\cf0\f0\charscalex100 {short, it offers higher-speed data rates to the user

s. }\par\pard\li666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li666\ri0\sl-226\slmul
t0 \*\tx2186\fs18\cf0\f0\charscalex100 {The study on}\tab \fs18\cf0\f0\charsca
lex100 {the wireless mobile }\par\pard\li0\ri0\sl-213\slmult0 \*\tx2880\fs20\c
f0\f0\charscalex100 {technology, 3G technology in}\tab \fs20\cf0\f0\charscale
x100 {particular, is }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex1
00 {voluminous. 3G is expected to have a significant }\par\pard\li0\ri0\s
l-213\slmult0 \fs18\cf0\f0\charscalex100 {impact on the cell phone market. The b
enefits of the }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {tec
hnology seem have bombarded the media }\par\pard\li0\ri0\sl-213\slmult0 \fs
18\cf0\f0\charscalex100 {headlines. Some advantages include the cell phone
}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {utility expansio
n, it allows field workers to contact }\par\pard\li0\ri0\sl-213\slmult0 \f
s20\cf0\f0\charscalex100 {and get information instantly [19], it enables }
\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {consumers and busin
esses to build rapport [17], and }\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\
charscalex100 {3G provides high-speed e-mail and Internet access }\par\pard
\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {[14].
Recognising the i
mportance and benefits of }\par\pard\li0\ri0\sl-213\slmult0 \*\tx2226\fs20\cf
0\f0\charscalex100 {3G services, Malaysian}\tab \fs20\cf0\f0\charscalex100 {Co
mmunications and }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {
Multimedia Commission [11] has recently published }\par\pard\li0\ri0\sl-226\slmu
lt0 \fs18\cf0\f0\charscalex100 {a statistic about the survey of hand phone
users in }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {Malays
ia. The findings of the survey are supportive }\par\pard\li0\ri0\sl-213\slmult0
\fs18\cf0\f0\charscalex100 {and informative, pointing out the current tren
d and }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {the mobile
technology adoption behaviours of the }\par\pard\li0\ri0\sl-226\slmult0 \f
s20\cf0\f0\charscalex100 {Malaysian mobile phone users.
The statistics }\p
ar\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {reveals that public
awareness of 3G technology }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\c
harscalex100 {increased from 52.80 percent in 2005 to 65.70 }\par\pard\li0
\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {percent in 2006. Nonetheless,
the keenness of }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100
{changing to 3G telephony dropped slightly to 28.10 }\par\pard\li0\ri0\sl-213\
slmult0 \fs18\cf0\f0\charscalex100 {percent in 2006, compared to 30.10 percent i
n 2005. }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Thus, the
low market penetration in Malaysia of 3G }\par\pard\li0\ri0\sl-213\slmult0 \fs20
\cf0\f0\charscalex100 {technology adoption is questionable albeit high }\par
\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {awareness of the 3G pla
tform. }\par\pard\li666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li666\ri0\sl-226\
slmult0 \fs20\cf0\f0\charscalex100 {Additionally, the benefits and advantages
}\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {of using 3G se
rvices are well documented and }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0
\charscalex100 {reported [e.g. 17]. Somehow, the 3G acceptance and }\par\pard\li
0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {adoption from among the mob
ile phone users are }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex
100 {still very low. As indicated in the publication of }\par\pard\li0\ri0
\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {MCMC [11], only 1.60 percent of
the total }\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {subscr
iption base has subscribed 3G service. The }\par\pard\li0\ri0\sl-213\slmult
0 \fs20\cf0\f0\charscalex100 {one digit subscription rate clearly speaks for its
low }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {usage. Accor
ding to the report of MyICM [15], }\par\pard\li0\ri0\sl-213\slmult0 \fs18\c
f0\f0\charscalex100 {there were 300, 000 subscribers of 3G in Malaysia }\
par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {in 2006. The autho
rised body has planned to }\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\char
scalex100 {increase the subscription number to 1.5 million in }\par\pard\li
0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {the mid of 2008 and at least 5
million in 2010 [15]. }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex1
00 {In fact, only 6 percent of British claimed themselves }\par\pard\li0\ri0\sl213\slmult0 \fs20\cf0\f0\charscalex100 {posses 3G handset although the country i
s identified }\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {as t
he world\uc1\u8217Xs highest 3G adoption country [10]. }\par\pard\li0\ri0\
sl-213\slmult0 \*\tx1093\*\tx1693\*\tx2266\*\tx2826\*\tx3746\fs20\cf0\f0\charsca
lex100 {Ironically, }\tab \fs20\cf0\f0\charscalex100 {this }\tab \fs20\cf0\f0\ch
arscalex100 {has }\tab \fs20\cf0\f0\charscalex100 {not }\tab \fs20\cf0\f0\charsc
alex100 {stopped}\tab \fs20\cf0\f0\charscalex100 {the }\par\pard\li0\ri0\sl-213\
slmult0 \*\tx1733\*\tx2733\*\tx3386\fs20\cf0\f0\charscalex100 {telecommunication
}\tab \fs20\cf0\f0\charscalex100 {operators }\tab \fs20\cf0\f0\charscalex100 {fr
om }\tab \fs20\cf0\f0\charscalex100 {pouring }\par\pard\li0\ri0\sl-226\slmult0 \
fs18\cf0\f0\charscalex100 {extensive capital into developing and launching
the }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {3G application
s. In Malaysia, two of the three major }\par\pard\sect\sectd\sbknone\pard\li4266
\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\p
ard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-173\slmult0 \fs18
\cf0\f0\charscalex100 {Communications of the IBIMA }\par\pard\li4853\ri0\sl-213\
slmult0 \fs20\cf0\f0\charscalex100 {Volume 3, 2008 }\par\pard\sect\sectd\sbknon
e\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\margts
xn546\margbsxn53\cols2\colno1\colw9426\colsr-0\colno2\colw2013\pard\li3600\ri0\s
l-173\slmult0 \fs18\cf0\f0\charscalex100 {J. W. Ong, Yew-Siang Poong and Tuan Ho
ck Ng }\par\column\pard\li0\ri0\sl-173\slmult0 \fs20\cf0\f0\charscalex100 {115}\
par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\cols
2\colno1\colw5733\colsr-0\colno2\colw5706\pard\li1200\ri0\sl-213\slmult0 \fs18\c
f0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmul
t0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {mobi
le telecommunication service providers have }\par\pard\li1200\ri0\sl-213\slmu
lt0 \fs16\cf0\f0\charscalex100 {successfully launched the 3G services while anot
her }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {is expected
to launch by the end of 2008. In view of }\par\pard\li1200\ri0\sl-213\slmult0 \
fs18\cf0\f0\charscalex100 {the future prospect of 3G services and the }\pa
r\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {enthusiasm of the
industry in this service, it is thus }\par\pard\li1200\ri0\sl-226\slmult
0 \fs16\cf0\f0\charscalex100 {interesting to investigate the underlying reaso
ns of }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {the low
3G service penetration in Malaysia. }\par\pard\li1200\ri0\sl-213\slmult0 \fs
16\cf0\f0\charscalex100 {Following that, 3G technology adoption model will
}\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {be developed t
o provide future direction. }\par\pard\li1880\ri0\sl-213\slmult0 \fs18\cf0\par\p
ard\li1880\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {In short, little atten
tion has been directed to }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\char
scalex100 {find out the 3G technology acceptance among the }\par\pard\li1
200\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {cellular phone user. To th
e best knowledge of the }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\ch
arscalex100 {authors, no published study has been so far carried}\par\pard\
li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {out in Malaysia regardin
g the 3G technology }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscal
ex100 {adoption except the preliminary work completed by }\par\pard\li1200\ri0\s
l-213\slmult0 \fs18\cf0\f0\charscalex100 {MCMC [11]. As such, the topic on
3G mobile }\par\pard\li1200\ri0\sl-226\slmult0 \*\tx3906\fs20\cf0\f0\charscale
x100 {technology deserves detailed}\tab \fs20\cf0\f0\charscalex100 {examinatio
n in}\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Malaysia
context. As an exploratory study in}\par\pard\li1200\ri0\sl-213\slmult0 \fs
16\cf0\f0\charscalex100 {Malaysia, this study is focusing on the universit
y }\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {students in t
he country rather than the population as }\par\pard\li1200\ri0\sl-213\slmult0 \f
s18\cf0\f0\charscalex100 {a whole. This approach is justifiable on the gr
ound}\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {that most
university students in the country have }\par\pard\li1200\ri0\sl-213\slmult
0 \fs16\cf0\f0\charscalex100 {mobile phones and this group of people are
highly }\par\pard\li1200\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {educated

and hence have greater exposure to the }\par\pard\li1200\ri0\sl-213\slmult
0 \fs16\cf0\f0\charscalex100 {technology development. Supported by the low
3G }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {awareness i
n Malaysia [11], university students are }\par\pard\li1200\ri0\sl-213\slmult
0 \fs18\cf0\f0\charscalex100 {selected to avoid biasness if other group of
}\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {respondents w
hom with no 3G awareness are }\par\pard\li1200\ri0\sl-226\slmult0 \fs20\cf0\
f0\charscalex100 {included in the study }\par\pard\li1880\ri0\sl-213\slmult0 \fs
18\cf0\par\pard\li1880\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {The study
will mostly help the mobile }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0
\f0\charscalex100 {service provider in understanding the technology }\par\pa
rd\li1200\ri0\sl-213\slmult0 \*\tx2040\fs20\cf0\f0\charscalex100 {adoption}\tab
\fs20\cf0\f0\charscalex100 {pattern from the perception of the }\par\pard\l
i1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {consumers. Therefore, the
y are more responsive to }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\c
harscalex100 {various kinds of needs and can better utilise the }\par\pard
\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {information to cater to t
he demands. }\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0
\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0
\ri0\sl-213\slmult0 \*\tx773\*\tx1813\*\tx3080\fs20\cf0\f0\charscalex100 {relati
ve }\tab \fs20\cf0\f0\charscalex100 {advantage, }\tab \fs20\cf0\f0\charscalex100
{compatibility, }\tab \fs20\cf0\f0\charscalex100 {complexity, }\par\pard\li0\ri
0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {trialability and observability. T
he importance of }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100
{understanding the characteristics of innovation is }\par\pard\li0\ri0\sl-213
\slmult0 \fs18\cf0\f0\charscalex100 {evidenced in the fact that perceived ch
aracteristics }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {of a
n innovation explain 49 percent to 87 percent of }\par\pard\li0\ri0\sl-226\slmul
t0 \fs20\cf0\f0\charscalex100 {the variance in the rate of adoption [18].
Higa, }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {Sheng, Hu
and Au [9] have indicated that a large }\par\pard\li0\ri0\sl-213\slmult0 \fs
18\cf0\f0\charscalex100 {stream of literatures studying innovation diffusio
n }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {focuses on the
characteristics or attributes of }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0
\f0\charscalex100 {innovation, and empirically proved that innovation }\par\
pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {characteristics are ab
le to explain the adoption of }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0
\charscalex100 {technological innovation and hence, it is important }\par\pa
rd\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {to understand the characte
ristics of an innovation in }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\chars
calex100 {diffusion research. }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\p
ard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b \i {2.2 Perceived Charac
teristics of Innovating }\b0 \i0 \par\pard\li666\ri0\sl-213\slmult0 \fs18\cf0\pa
r\pard\li666\ri0\sl-213\slmult0 \*\tx2373\fs18\cf0\f0\charscalex100 {In the fo
llowing}\tab \fs18\cf0\f0\charscalex100 {years, Moore and }\par\pard\li0\ri0\s
l-213\slmult0 \fs18\cf0\f0\charscalex100 {Benbasat [13] have expanded Rogers\uc1
\u8217X[18] perceived }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex1
00 {innovation characteristics to form the Perceived }\par\pard\li0\ri0\sl-2
26\slmult0 \fs20\cf0\f0\charscalex100 {Characteristics of Innovating (PCI).
Moore and }\par\pard\li0\ri0\sl-213\slmult0 \*\tx2813\fs20\cf0\f0\charscalex100
{Benbasat [13] have included}\tab \fs20\cf0\f0\charscalex100 {three origina
l }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {characteristics
into PCI, i.e. relative advantage, }\par\pard\li0\ri0\sl-213\slmult0 \fs20\c
f0\f0\charscalex100 {compatibility, and trialability. In order to be }\par
\pard\li0\ri0\sl-226\slmult0 \*\tx1493\*\tx3133\fs20\cf0\f0\charscalex100 {consi
stent with}\tab \fs20\cf0\f0\charscalex100 {other established}\tab \fs20\cf0\f
0\charscalex100 {technology }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\chars
calex100 {acceptance models [e.g. 3], Moore and Benbasat [13] }\par\pard\li0\ri0
\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {have renamed complexity as ease of u
se. In addition }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {to

this, Moore and Benbasat [13] have argued that }\par\pard\li0\ri0\sl-213\
slmult0 \fs18\cf0\f0\charscalex100 {Rogers [18] observability characteristics ar
e actually }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {compose
d of two sub-characteristics, i.e. result }\par\pard\li0\ri0\sl-213\slmult0
\fs18\cf0\f0\charscalex100 {demonstrability and visibility. Image is thought
of }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {as an indepe
ndent characteristic in Rogers [18] }\par\pard\li0\ri0\sl-213\slmult0 \fs18\c
f0\f0\charscalex100 {original relative advantage characteristics and hence, }\pa
r\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {is added in PCI. Fi
nally, Moore and Benbasat [13] }\par\pard\li0\ri0\sl-226\slmult0 \*\tx573\*\
tx1466\*\tx1973\*\tx3200\fs20\cf0\f0\charscalex100 {have }\tab \fs20\cf0\f0\char
scalex100 {indicated}\tab \fs20\cf0\f0\charscalex100 {that }\tab \fs20\cf0\f0\ch
arscalex100 {voluntarines}\fs20\cf0\f0\charscalex100\b {s }\b0 \tab \fs20\cf0\f0
\charscalex100 {influences }\par\pard\li0\ri0\sl-213\slmult0 \*\tx1893\fs20\cf0\
f0\charscalex100 {individual\uc1\u8217Xs decision}\tab \fs20\cf0\f0\charscalex1
00 {to adopt or reject an }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\cha
rscalex100 {innovation. }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\m
arglsxn666\margrsxn133\cols3\colno1\colw1880\colsr-0\colno2\colw3853\colsr-0\col
no3\colw5706\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-226
\slmult0 \fs20\cf0\f0\charscalex100\b {2. }\b0 \par\column\pard\li0\ri0\sl-213\s
lmult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {R
eview of Literature }\b0 \par\column\pard\li666\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li666\ri0\sl-226\slmult0 \*\tx1333\*\tx2400\*\tx3080\fs20\cf0\f0\charscale
x100 {Some }\tab \fs18\cf0\f0\charscalex100 {researchers }\tab \fs20\cf0\f0\char
scalex100 {found }\tab \fs20\cf0\f0\charscalex100 {inconsistent }\par\pard\li0\r
i0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {findings from one study to an
other study using the }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\m
arglsxn666\margrsxn133\cols2\colno1\colw5733\colsr-0\colno2\colw5706\pard\li1200
\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b \i {2.1 Diffusion of Innovation
Theory }\b0 \i0 \par\pard\li1880\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1880\r
i0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {Since 1962, Rogers [18] has s
ynthesised}\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {more
than 3800 innovation diffusion literatures and}\par\pard\li1200\ri0\sl-213\slmu
lt0 \fs18\cf0\f0\charscalex100 {formalised the theory of Diffusion of Innov
ation. }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {Diffusio
n of Innovation (DOI) research attempts to }\par\pard\li1200\ri0\sl-226\slmu
lt0 \fs18\cf0\f0\charscalex100 {explain the process by which an innovation is
}\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {communicated
through certain channels over time }\par\pard\li1200\ri0\sl-213\slmult0 \fs1
6\cf0\f0\charscalex100 {among the members of a social system. There are }
\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {five steps in
the success or failure of innovation}\par\pard\li1200\ri0\sl-226\slmult0 \
fs18\cf0\f0\charscalex100 {adoption over time, i.e. knowledge, persuasion,
}\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {decision, impl
ementation and confirmation. The }\par\pard\li1200\ri0\sl-213\slmult0 \*\tx265
3\fs20\cf0\f0\charscalex100 {persuasion step}\tab \fs20\cf0\f0\charscalex100 {i
s the most crucial step in}\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\
charscalex100 {determining whether an innovation is successfully }\par\pard\l
i1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {accepted or declined. In
this step, the perceived}\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\c
harscalex100 {characteristics of the innovation play an important }\par\par
d\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {role in influencing p
otential adopters\uc1\u8217X decision to}\par\pard\li1200\ri0\sl-213\slmult0 \
fs16\cf0\f0\charscalex100 {adopt or not to adopt the innovation. Rogers [
18] }\par\pard\li1200\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {has incorp
orated five innovation characteristics as }\par\pard\li1200\ri0\sl-213\slmult0
\fs16\cf0\f0\charscalex100 {the antecedents to any adoption decision, name
ly }\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {original
DOI model. Perhaps, Moore and Benbasat }\par\pard\li0\ri0\sl-226\slmult0
\fs20\cf0\f0\charscalex100 {[13] have identified the possible cause of }\p

ar\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {inconsistent results
put forward by Rogers [18] DOI }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\ch
arscalex100 {model. Moore and Benbasat [13] have argued that }\par\pard\li0
\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {Rogers\uc1\u8217X diffusion of
innovation theory studied the }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0
\charscalex100 {primary attribute of an innovation instead of the }\par\par
d\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {perceived characteristics
of the innovation by the }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\char
scalex100 {potential adopters. Primary attribute is intrinsic to an }\par\pard\l
i0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {innovation and is independen
t from the perception }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscal
ex100 {of potential adopters. Because different potential }\par\pard\li0\ri
0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {adopters have different percepti
ons on the primary }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex10
0 {attributes of an innovation, studying perceived }\par\pard\li0\ri0\sl-21
3\slmult0 \fs18\cf0\f0\charscalex100 {attributes (secondary attribute) yields mo
re accurate }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {result
s [13]. Based on this argument, Moore and }\par\pard\li0\ri0\sl-226\slmult
0 \fs20\cf0\f0\charscalex100 {Benbasat [13] developed PCI that is specifica
lly }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {tailored to
study the potential and current users\uc1\u8217X }\par\pard\li0\ri0\sl-213\
slmult0 \fs20\cf0\f0\charscalex100 {perception of using an innovation. All toget
her, PCI }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {is an ex
panded and refined version of Rogers }\par\pard\li0\ri0\sl-226\slmult0 \fs20
\cf0\f0\charscalex100 {original perceived innovation characteristics with }\pa
r\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {eight characteristics.
}\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133
\pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-213\slmult0 \fs
18\cf0\par\pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-173\s
lmult0 \fs18\cf0\f0\charscalex100 {Communications of the IBIMA }\par\pard\li4853
\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Volume 3, 2008 }\par\pard\sect\
sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\pard\sect\sectd\sb
kpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\margtsxn546\margbsxn53\col
s2\colno1\colw2333\colsr-0\colno2\colw9106\pard\li1200\ri0\sl-173\slmult0 \fs20\
cf0\f0\charscalex100 {116}\par\column\pard\li0\ri0\sl-173\slmult0 \fs18\cf0\f0\c
harscalex100 {3G Services Adoption among University Students: Diffusion of Innov
ation Theory }\par\pard\li3400\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3400\ri0\
sl-213\slmult0 \fs18\cf0\par\pard\li3400\ri0\sl-213\slmult0 \fs18\cf0\par\pard\l
i3400\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {will predict actual technol
ogy use. The definition of }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840
\marglsxn666\margrsxn133\cols2\colno1\colw5733\colsr-0\colno2\colw5706\pard\li12
00\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100\b \i {2.3 Theory of Reasoned Ac
tion }\b0 \i0 \par\pard\li1880\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1880\ri0\
sl-213\slmult0 \*\tx2373\*\tx3600\*\tx4453\fs20\cf0\f0\charscalex100 {In }\tab \
fs20\cf0\f0\charscalex100 {information }\tab \fs20\cf0\f0\charscalex100 {system
}\tab \fs20\cf0\f0\charscalex100 {literature, }\par\pard\li1200\ri0\sl-213\slmul
t0 \fs16\cf0\f0\charscalex100 {researchers developed many models to explain
the }\par\pard\li1200\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {acceptance
of technology among potential users. }\par\pard\li1200\ri0\sl-213\slmult0
\fs16\cf0\f0\charscalex100 {The Theory of Reasoned Action (TRA) is one th
e }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {very first
models that is widely cited to explain the }\par\pard\li1200\ri0\sl-226\sl
mult0 \fs18\cf0\f0\charscalex100 {acceptance of technology. Drawing from so
cial }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {psychology
, the Theory of Reasoned Action is one }\par\pard\li1200\ri0\sl-213\slmul
t0 \fs16\cf0\f0\charscalex100 {of the most fundamental and influential theo
ries of }\par\pard\li1200\ri0\sl-213\slmult0 \*\tx1893\*\tx4946\fs18\cf0\f0\cha
rscalex100 {human}\tab \fs18\cf0\f0\charscalex100 {behaviour [23]. TRA deals
with}\tab \fs18\cf0\f0\charscalex100 {the }\par\pard\li1200\ri0\sl-226\slmult0
\*\tx2400\*\tx2773\*\tx3173\*\tx4293\fs18\cf0\f0\charscalex100 {determinants }\t

ab \fs18\cf0\f0\charscalex100 {of }\tab \fs18\cf0\f0\charscalex100 {an}\tab \fs1
8\cf0\f0\charscalex100 {individual\uc1\u8217Xs }\tab \fs18\cf0\f0\charscalex100
{behavioural }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {in
tention, in which the behavioural intention will }\par\pard\li1200\ri0\sl-2
13\slmult0 \fs16\cf0\f0\charscalex100 {affect actual behaviour [1; 6]. According
to TRA, a }\par\pard\li1200\ri0\sl-213\slmult0 \*\tx3906\fs18\cf0\f0\charscalex
100 {person\uc1\u8217Xs behavioural intention}\tab \fs18\cf0\f0\charscalex100
{(a measure of }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100
{strength of one\uc1\u8217Xs intention to perform a specified }\par\pard\l
i1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {behaviour) is jointly de
termined by the person\uc1\u8217Xs }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\
cf0\f0\charscalex100 {attitude (an individual\uc1\u8217Xs positive or negative f
eelings }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {about
performing target behaviour) towards the }\par\pard\li1200\ri0\sl-226\slmult0
\fs18\cf0\f0\charscalex100 {behaviour and subjective norm (the person\uc1\
u8217Xs }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {percept
ion that most people who are important to}\par\pard\li1200\ri0\sl-213\slmu
lt0 \fs18\cf0\f0\charscalex100 {him think he should or should not perform
the }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {behaviour
in question) [6]. Furthermore, a person\uc1\u8217Xs }\par\pard\li1200\ri0\s
l-226\slmult0 \fs16\cf0\f0\charscalex100 {attitude is determined by the pers
on\uc1\u8217Xs belief (the }\par\pard\li1200\ri0\sl-213\slmult0 \*\tx3306\fs20
\cf0\f0\charscalex100 {individual\uc1\u8217Xs subjective }\tab \fs20\cf0\f0\cha
rscalex100 {beliefs regarding the }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\c
f0\f0\charscalex100 {consequences of performing the target behaviour) }\par
\pard\li1200\ri0\sl-213\slmult0 \*\tx1693\*\tx2706\*\tx3573\*\tx4573\*\tx4960\fs
18\cf0\f0\charscalex100 {and}\tab \fs18\cf0\f0\charscalex100 {evaluation }\tab \
fs18\cf0\f0\charscalex100 {(implicit }\tab \fs18\cf0\f0\charscalex100 {evaluatio
n}\tab \fs18\cf0\f0\charscalex100 {of }\tab \fs18\cf0\f0\charscalex100 {the }\pa
r\pard\li1200\ri0\sl-213\slmult0 \*\tx2453\*\tx2933\*\tx3893\*\tx4293\fs16\cf0\f
0\charscalex100 {consequence) }\tab \fs18\cf0\f0\charscalex100 {[6]. }\tab \fs18
\cf0\f0\charscalex100 {Likewise, }\tab \fs18\cf0\f0\charscalex100 {an }\tab \fs1
8\cf0\f0\charscalex100 {individual\uc1\u8217Xs }\par\pard\li1200\ri0\sl-226\slmu
lt0 \fs18\cf0\f0\charscalex100 {subjective norm is determined by normative
beliefs }\par\pard\li1200\ri0\sl-213\slmult0 \*\tx2226\*\tx3400\*\tx3786\*\tx460
0\fs18\cf0\f0\charscalex100 {(perceived}\tab \fs18\cf0\f0\charscalex100 {expecta
tions }\tab \fs18\cf0\f0\charscalex100 {of }\tab \fs18\cf0\f0\charscalex100 {spe
cific }\tab \fs18\cf0\f0\charscalex100 {referent }\par\pard\li1200\ri0\sl-213\sl
mult0 \fs18\cf0\f0\charscalex100 {individuals or groups) together with moti
vation to }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {comp
ly with the expectations [6]. }\par\pard\li1880\ri0\sl-213\slmult0 \fs18\cf0\pa
r\pard\li1880\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {TRA has been prov
en empirically to }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex
100 {predict human behaviours across many settings [1]. }\par\pard\li1200\r
i0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {TRA, however, is argued as a
general model }\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100
{predicting individual\uc1\u8217Xs behavioural action, without }\par\pard\li
1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {specific beliefs on a par
ticular behaviour [4]. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\chars
calex100 {Specifically, TRA serves as a mediator between}\par\pard\li1200\
ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {target specific beliefs and ac
tual behaviour towards }\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\chars
calex100 {the target behaviour [4]). Target specific beliefs are }\par\pard\li1
200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {posited as external variabl
es by Fishbein and Ajzen}\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\char
scalex100 {[6]. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\
ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b \i {2.4 Technology Acceptance Mo
del }\b0 \i0 \par\pard\li1880\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1880\ri0\
sl-213\slmult0 \fs18\cf0\f0\charscalex100 {Addressing the weakness of TRA,
Davis }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {[3] has

introduced the Technology Acceptance }\par\pard\li1200\ri0\sl-213\slmult0 \fs
20\cf0\f0\charscalex100 {Model (TAM). TAM is an adaptation of TRA }\par\p
ard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {specifically tailored
for modelling user acceptance }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0
\f0\charscalex100 {of information systems [4]. The main objective of }\par
\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {TAM is to explain in
dividual computing technology }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\
charscalex100 {acceptance using a parsimony and theoretical }\par\pard\li1200
\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {justified model [3]. TAM is one
of the most widely }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscal
ex100 {applied technology adoption models in the }\par\pard\li1200\ri0\sl-2
13\slmult0 \fs20\cf0\f0\charscalex100 {information system literature mainly
due to its }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {pa
rsimonious, i.e. economical to apply, in research}\par\pard\li1200\ri0\sl226\slmult0 \fs20\cf0\f0\charscalex100 {settings. The goal of this model i
s individual\uc1\u8217Xs }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\char
scalex100 {behavioural intention to adopt a technology, which}\par\column\p
ard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {behavioural intention in
TAM is the same as the one }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charsc
alex100 {in TRA. The difference in TAM compared to TRA }\par\pard\li0\ri0\
sl-213\slmult0 \fs18\cf0\f0\charscalex100 {is the exclusion of Subjective N
orm. According to }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100
{Davis [3], Subjective Norm is one of the least }\par\pard\li0\ri0\sl-2
26\slmult0 \*\tx1026\*\tx2106\fs20\cf0\f0\charscalex100 {understood}\tab \fs20\c
f0\f0\charscalex100 {aspects in}\tab \fs20\cf0\f0\charscalex100 {TRA, partly
due to}\par\pard\li0\ri0\sl-213\slmult0 \*\tx1306\*\tx2306\*\tx2920\*\tx3493\fs
20\cf0\f0\charscalex100 {measurement }\tab \fs20\cf0\f0\charscalex100 {problems
}\tab \fs20\cf0\f0\charscalex100 {[25] }\tab \fs20\cf0\f0\charscalex100 {and}\ta
b \fs20\cf0\f0\charscalex100 {theory }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0
\f0\charscalex100 {conceptualisation problem [16]. Since TAM is }\par\pard\
li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {developed with computer tec
hnology acceptance in }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscale
x100 {mind, Davis [3] has posited that perceived }\par\pard\li0\ri0\sl-213
\slmult0 \fs18\cf0\f0\charscalex100 {usefulness (the degree to which a per
son believes }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {that
using a particular system would enhance his or }\par\pard\li0\ri0\sl-226\slmul
t0 \fs18\cf0\f0\charscalex100 {her job performance) and perceived ease of use (t
he }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {degree to whi
ch a person believes that using a }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf
0\f0\charscalex100 {particular system would be free of effort) jointly }\
par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {determine an indiv
idual\uc1\u8217Xs attitude towards using a }\par\pard\li0\ri0\sl-213\slmult0
\fs20\cf0\f0\charscalex100 {technology. Attitude is adapted from TRA. }\pa
r\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Perceived usefulness,
on the other hand, is }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\chars
calex100 {postulated to be influenced by perceived ease of use }\par\pard\li0\ri
0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {and perceived usefulness itself
is a direct }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {det
erminant of individual\uc1\u8217Xs behavioural intention. }\par\pard\li0\ri0\sl
-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex10
0\b \i {2.5 Perceived Cost }\b0 \i0 \par\pard\li666\ri0\sl-213\slmult0 \fs18\cf0
\par\pard\li666\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {In the Malaysian
hand phone survey }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex10
0 {conducted by MCMC [11], the main reasons for }\par\pard\li0\ri0\sl-213\
slmult0 \fs18\cf0\f0\charscalex100 {respondents not wanting to migrate to
3G services }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {are \
uc1\u8220Xthe phone is too expensive\uc1\u8221X and \uc1\u8220Xthe service is }\
par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {too expensive\uc1\u8
221X. These reasons appear to be as }\par\pard\li0\ri0\sl-226\slmult0 \fs20
\cf0\f0\charscalex100 {\uc1\u8220Xperceived cost\uc1\u8221X factor of using

3G services. }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {Perc
eived cost is the evaluation of the benefit of the }\par\pard\li0\ri0\sl-213\slm
ult0 \fs20\cf0\f0\charscalex100 {service in comparison with the cost of us
ing the }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {service [
2]. When users perceive that the cost is }\par\pard\li0\ri0\sl-213\slmult0
\fs18\cf0\f0\charscalex100 {greater than the benefits a service can bring,
users }\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {will be
reluctant to subscribe to that service. In }\par\pard\li0\ri0\sl-213\slmul
t0 \fs20\cf0\f0\charscalex100 {general, cost plays an important role in determin
ing}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {the adoption o
f technology among potential users. }\par\pard\li0\ri0\sl-226\slmult0 \*\tx24
00\fs20\cf0\f0\charscalex100 {The Model of Adoption}\tab \fs20\cf0\f0\charsca
lex100 {of Technology in }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charsc
alex100 {Households (MATH) identified a number of factors }\par\pard\li0\ri0\sl213\slmult0 \fs20\cf0\f0\charscalex100 {predicting technology adoption in the
households }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {which
includes the control belief construct. One of }\par\pard\li0\ri0\sl-226\sl
mult0 \fs18\cf0\f0\charscalex100 {the concepts in control belief is the perceive
d cost in }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {adopting
a technology [22]. }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri
0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscal
ex100\b \i {2.6 Perceived Enjoyment }\b0 \i0 \par\pard\li666\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li666\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Davis,
Bagozzi, and Warshaw [5] have }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\
charscalex100 {modelled the role of intrinsic motivation in TAM by }\par\pard\li
0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {introducing the concept of
perceived enjoyment. }\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex1
00 {Perceived enjoyment is defined as \uc1\u8220Xthe extent to}\par\pard\
li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {which the activity of usi
ng the computer is }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex1
00 {perceived to be enjoyable in its own right, apart }\par\pard\li0\ri0\
sl-213\slmult0 \fs18\cf0\f0\charscalex100 {from any performance consequences
that may be }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {ant
icipated\uc1\u8221X. In addition to this, perceived }\par\pard\li0\ri0\sl-2
13\slmult0 \fs18\cf0\f0\charscalex100 {enjoyment is theorised to influence
usage intention }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {d
irectly [5].
Intrinsic motivation evaluates an }\par\pard\li0\ri0\sl-213\s
lmult0 \fs20\cf0\f0\charscalex100 {individual\uc1\u8217Xs liking, enjoyment,
joy and pleasure }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {
associated with technology use [23].
In fact, a }\par\pard\li0\ri0\sl-213\
slmult0 \fs20\cf0\f0\charscalex100 {similar concept was proposed by Triandis
[21] }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsx
n133\pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-1
73\slmult0 \fs18\cf0\f0\charscalex100 {Communications of the IBIMA }\par\pard\li
4853\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Volume 3, 2008 }\par\pard\s
ect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\pard\sect\sect
d\sbkpage
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00\ri0\sl-173\slmult0 \fs18\cf0\f0\charscalex100 {J. W. Ong, Yew-Siang Poong and
Tuan Hock Ng }\par\column\pard\li0\ri0\sl-173\slmult0 \fs20\cf0\f0\charscalex10
0 {117}\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn
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13\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex1
00 {before Davis\uc1\u8217Xs work in which affect (i.e. the feeling}\par\pard\li
1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {of joy, elation, pleasure
, disgust, and displeasure) }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0
\charscalex100 {may affect behaviour. Empirical studies that support }\par\pard\
li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {the influence of perceived
enjoyment on behavioural }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\char
scalex100 {intention to use include Internet usage [20] and}\par\pard\li12
00\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Websites usage [8]. }\par\pard
\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf
0\f0\charscalex100\b {3. Research Model and Hypotheses }\b0 \par\pard\li1200\ri
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calex100 {Following the nomological model of TRA and TAM, }\par\pard\li1200\ri0\
sl-213\slmult0 \fs20\cf0\f0\charscalex100 {the dependent variable for this
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\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {mobile services. Independent vari
ables consist of }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex1
00 {the variables identified to affect 3G mobile service }\par\pard\li1200
\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {adoption among university studen
ts in Malaysia. }\par\pard\li1426\ri0\sl-386\slmult0 \fs18\cf0\f0\charscalex100
{Perceived Relative }\par\pard\li1733\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex
100 {Advantage }\par\pard\li1773\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1773\ri
0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {Perceived }\par\pard\li1613\ri0\sl226\slmult0 \fs20\cf0\f0\charscalex100 {Compatibility }\par\pard\li1466\ri0\sl-2
00 {Perceived Ease of }\par\pard\li1986\ri0\sl-226\slmult0 \fs20\cf0\f0\charscal
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rd\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\pa
r\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf
0\f0\charscalex100 {The perception that an innovation is compatible to}\par
\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {the beliefs, experien
ces and needs of potential }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\cha
rscalex100 {adopters are important to increase the adoption rate }\par\pard\
li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {of the innovation [18]. Pe
rceived compatibility is }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charsca
lex100 {related to the potential adopters\uc1\u8217X familiarity towards }\par\p
ard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {the innovation. An inn
ovation that is designed with }\par\pard\li0\ri0\sl-213\slmult0 \*\tx600\*\tx
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cf0\f0\charscalex100 {existing}\tab \fs20\cf0\f0\charscalex100 {beliefs }\tab \f
s20\cf0\f0\charscalex100 {and }\par\pard\li0\ri0\sl-213\slmult0 \*\tx3413\fs20\c
f0\f0\charscalex100 {experiences will have difficulties in}\tab \fs20\cf0\f0
\charscalex100 {gaining}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex
100 {acceptance by the target adopters. Consequently, it }\par\pard\li0\ri
0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {is proposed that }\par\pard\li0\ri
0\sl-213\slmult0 \fs18\cf0\f0\charscalex100\i {H2: Perceived compatibility is
positively related to }\i0 \par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\char
scalex100\i {3G mobile services use intention. }\i0 \par\pard\li0\ri0\sl-213\slm
ult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {An i
nnovation that is simple to use and does not }\par\pard\li0\ri0\sl-213\sl
mult0 \fs18\cf0\f0\charscalex100 {require steep learning curve will increase
adoption }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {[3; R18
]. Thus, this study proposes that: }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f
0\charscalex100\i {H3: Perceived ease of use is positively related to 3G }\i0 \p
ar\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\i {mobile services use

intention. }\i0 \par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl213\slmult0 \fs18\cf0\f0\charscalex100 {In PCI instrument development proces
s, perceived }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {resu
lt demonstrability is a better concept for }\par\pard\li0\ri0\sl-213\slmul
t0 \fs20\cf0\f0\charscalex100 {capturing user\uc1\u8217Xs perception on innovati
on\uc1\u8217Xs tangible }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscale
x100 {results of using the innovation [13]. This includes }\par\pard\li0\ri
0\sl-213\slmult0 \*\tx2160\*\tx2600\fs20\cf0\f0\charscalex100 {whether the inn
ovation}\tab \fs20\cf0\f0\charscalex100 {can}\tab \fs20\cf0\f0\charscalex100 {de
monstrate any }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {pot
ential benefits. The more communicable an }\par\pard\li0\ri0\sl-213\slmult0
\fs20\cf0\f0\charscalex100 {innovation is, the more likely the innovation will
be }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {adopted [27].
Hence, the following hypothesis is }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf
0\f0\charscalex100 {formed. }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\chars
calex100\i {H4: Perceived result demonstrability is positively to }\i0 \par\pard
\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\cols3\colno1
\colw4133\colsr-0\colno2\colw1600\colsr-0\colno3\colw5706\pard\li1386\ri0\sl-173
\slmult0 \fs20\cf0\f0\charscalex100 {Perceived Visibility }\par\pard\li1773\ri0\
sl-213\slmult0 \fs18\cf0\par\pard\li1773\ri0\sl-373\slmult0 \fs20\cf0\f0\charsca
lex100 {Perceived }\par\pard\li1720\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex10
0 {Trialability }\par\pard\li1506\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1506\r
i0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {Perceived Image }\par\pard\li1573\
ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1573\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li1573\ri0\sl-266\slmult0 \fs18\cf0\f0\charscalex100 {Perceived Cost }\par\pa
rd\li1773\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1773\ri0\sl-213\slmult0 \fs18\
cf0\par\pard\li1773\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Perceived }\p
ar\pard\li1720\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Enjoyment }\par\pa
cf0\f0\charscalex100 { Figure 1: Research Framework}\par\pard\li1200\ri0\sl-213\
slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\r
i0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b \i {3.1 Hypotheses }\b0 \i0 \par\
column\pard\li0\ri0\sl-186\slmult0 \fs20\cf0\f0\charscalex100 {Services }\par\co
lumn\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\i {3G mobile service
s use intention. }\i0 \par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri
0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {Rogers [18] has indicated that the
more exposure of }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {a
n innovation, the more likely it is to be adopted by }\par\pard\li0\ri0\sl-213\s
lmult0 \fs18\cf0\f0\charscalex100 {potential users. In other words, if an
innovation is }\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {easi
ly seen by potential users, it would have higher }\par\pard\li0\ri0\sl-213\
slmult0 \fs18\cf0\f0\charscalex100 {chances to be adopted. Hence, if users perce
ive that }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {the use
of 3G mobile services can be observed }\par\pard\li0\ri0\sl-226\slmult0 \
fs18\cf0\f0\charscalex100 {easily, they would have higher intention to use it.
}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100\i {H5: Perceived
visibility is positively related to 3G }\i0 \par\pard\li0\ri0\sl-213\slmult
0 \fs18\cf0\f0\charscalex100\i {mobile services use intention. }\i0 \par\pard\li
0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\char
scalex100 {An innovation that can be tried on a limited basis }\par\pard
\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {before it is fully emplo
yed will gain faster }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex1
00 {acceptance rate[18]. This is because adopters are }\par\pard\li0\ri0\s
l-213\slmult0 \fs18\cf0\f0\charscalex100 {able to examine the level of uncert
ainty induced by }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {
using the innovation. In addition to this, trialability }\par\pard\li0\ri0\
sl-226\slmult0 \fs18\cf0\f0\charscalex100 {is able to offer learning opport
unity for potential }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex1
00 {adopters in a lower cost [18]. Trialability is }\par\pard\li0\ri0\sl-
213\slmult0 \fs20\cf0\f0\charscalex100 {theorised to affect user\uc1\u8217Xs

behavioural intention. }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\ma
rglsxn666\margrsxn133\cols2\colno1\colw5733\colsr-0\colno2\colw5706\pard\li1200\
ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {Based on Moore and Benbasat [13]
PCI, the authors }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100
{propose that users would gain better benefits using}\par\pard\li1200\ri0\
sl-213\slmult0 \fs16\cf0\f0\charscalex100 {3G mobile services for the sake
of enhancing their }\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscal
ex100 {mobile lifestyle. It is then assumed that the }\par\pard\li1200\ri0
\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {perception will lead to higher
intentions to use 3G }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charsca
lex100 {mobile services among consumers. In view of this, }\par\pard\li12
00\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {the following hypothesis is co
nstructed. }\par\pard\li1200\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100\i {H
1: Perceived relative advantage is positively }\i0 \par\pard\li1200\ri0\sl213\slmult0 \fs18\cf0\f0\charscalex100\i {related to 3G mobile services use inte
ntion. }\i0 \par\column\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {
Wungwanitchakorn [26] has found support for }\par\pard\li0\ri0\sl-226\slmult
0 \fs20\cf0\f0\charscalex100 {trialability influence on bank customers\uc1\u8217
X intention to }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {use
Internet banking. Mahmod et. al. [12] empirical }\par\pard\li0\ri0\sl-213\slmul
t0 \fs20\cf0\f0\charscalex100 {research supports the hypothesis that triala
bility }\par\pard\li0\ri0\sl-213\slmult0 \*\tx3373\fs20\cf0\f0\charscalex100 {in
fluence e-learning adoption. Based}\tab \fs20\cf0\f0\charscalex100 {on the }
\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {literatures, the au
thors posit that, }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100\i
{H6: Perceived trialability is positively related to 3G }\i0 \par\pard\li0\ri0\
sl-213\slmult0 \fs18\cf0\f0\charscalex100\i {mobile services use intention. }\i0
\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \fs2
0\cf0\f0\charscalex100 {Image refers to the perception of an individual with }\p
ar\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {regard to their posit
ion in their social structure when }\par\pard\sect\sectd\sbknone\pgwsxn12240\pgh
sxn15840\marglsxn666\margrsxn133\pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\pa
cf0\par\pard\li4266\ri0\sl-173\slmult0 \fs18\cf0\f0\charscalex100 {Communication
s of the IBIMA }\par\pard\li4853\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {
Volume 3, 2008 }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn66
6\margrsxn133\pard\sect\sectd\sbkpage
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{\shp{\*\shpinst\shpleft10693\shptop9640\shpright10706\shpbottom10080\shpfhdr0\s
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{\shp{\*\shpinst\shpleft10693\shptop10080\shpright10706\shpbottom10080\shpfhdr0\
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00\ri0\sl-173\slmult0 \fs20\cf0\f0\charscalex100 {118}\par\column\pard\li0\ri0\s
l-173\slmult0 \fs18\cf0\f0\charscalex100 {3G Services Adoption among University
Students: Diffusion of Innovation Theory }\par\pard\sect\sectd\sbknone\pgwsxn122
40\pghsxn15840\marglsxn666\margrsxn133\cols2\colno1\colw5733\colsr-0\colno2\colw
5706\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0
13\slmult0 \fs20\cf0\f0\charscalex100 {they adopt an innovation [13]. In the con
text of this }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {st
udy, image implies that the more an individual use }\par\pard\li1200\ri0\sl-213\
slmult0 \fs16\cf0\f0\charscalex100 {3G mobile services, the higher social
status he/she }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {
gains. Hence, }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100\i
{H7: Perceived image is positively related to 3G }\i0 \par\pard\li1200\ri
0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\i {mobile services use intention. }\
i0 \par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmu
lt0 \fs18\cf0\f0\charscalex100 {As discussed in the previous section, the perce
ption}\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {of cost on
using an innovation will affect the rate of }\par\pard\li1200\ri0\sl-213\slmult
0 \fs18\cf0\f0\charscalex100 {adoption. If a student perceives that using
3G }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {mobile serv
ices requires higher cost commitment }\par\pard\li1200\ri0\sl-213\slmult0 \f
s18\cf0\f0\charscalex100 {than he/she affords, this will reduce his/her intentio

n}\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {to use 3G mobi
le services. }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100\i
{H8: Perceived cost is negatively related to 3G }\i0 \par\pard\li1200\ri0\
sl-213\slmult0 \fs18\cf0\f0\charscalex100\i {mobile services use intention. }\i0
\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult
0 \fs20\cf0\f0\charscalex100 {Intrinsic motivation on using an innovation will l
ead}\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {to positive
use intention [5]. Besides making video}\par\pard\li1200\ri0\sl-213\slmult
0 \fs18\cf0\f0\charscalex100 {call, 3G mobile services also enable an individual
to }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {play onlin
e games with other mobile users. This is }\par\pard\li1200\ri0\sl-226\slm
ult0 \fs18\cf0\f0\charscalex100 {possible because of the higher network ba
ndwidth}\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {offer b
y 3G mobile operators. There is more }\par\pard\li1200\ri0\sl-213\slmult0
\fs18\cf0\f0\charscalex100 {enjoyment that can be delivered by 3G mobile }
\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {services other
than playing games. When a student }\par\pard\li1200\ri0\sl-226\slmult0 \fs
20\cf0\f0\charscalex100 {perceives that using 3G mobile services are fun and}\pa
r\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {pleasure, this wi
ll increase the likelihood of 3G }\par\pard\li1200\ri0\sl-213\slmult0 \fs18
\cf0\f0\charscalex100 {mobile service acceptance and hence, }\par\pard\li1200\r
i0\sl-213\slmult0 \fs16\cf0\f0\charscalex100\i {H9: Perceived enjoyment is posit
ively related to 3G }\i0 \par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charsc
alex100\i {mobile services use intention. }\i0 \par\pard\li1200\ri0\sl-213\slmul
t0 \fs18\cf0\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {4.
Research Design }\b0 \par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard
\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\
pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {measured by Likert sca
le, which is an ordinary-}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\chars
calex100 {interval hybrid scale that enable the performance of }\par\pard\li0\
ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {parametric data analysis [7],
Pearson correlation is }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscale
x100 {used to test the significance of association. }\par\pard\li0\ri0\sl-213\sl
mult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {5.
Results and Data Interpretations }\b0 \par\pard\li666\ri0\sl-213\slmult0 \fs18\
cf0\par\pard\li666\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Table 1 show
s the background of the }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\chars
calex100 {respondents in term of their stream of study, }\par\pard\li0\ri0
\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {duration of using mobile phone, and
the availability }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {o
f 3G supporting features in their mobile phone. }\par\pard\li0\ri0\sl-213\
slmult0 \fs18\cf0\f0\charscalex100 {From the table, 62.2 percent of the re
spondents are }\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {fro
m the Art stream, while the remaining is from the }\par\pard\li0\ri0\sl-213\slmu
lt0 \fs18\cf0\f0\charscalex100 {Science stream. Almost half of them (49.8 %
) have }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {used mobi
le phone for 1-5 years with another 49.8 }\par\pard\li0\ri0\sl-213\slmult0
\fs18\cf0\f0\charscalex100 {percent of the respondents identified themselve
s of }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {having used
mobile phone for at least 6 years. }\par\pard\li0\ri0\sl-226\slmult0 \fs18
\cf0\f0\charscalex100 {Therefore, this indicates that the respondents are
}\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {familiar with the
mobile technology. In addition, }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0
\f0\charscalex100 {39.8 percent of them have mobile phones that }\par\pard
\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {support 3G services. Alth
ough this percentage is }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charsca
lex100 {less than half, this figure is promising since it is }\par\pard
\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {higher than the average
of the nation. Moreover, }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\chars
calex100 {there are only 6 percent of British own a mobile }\par\pard\li0

\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {phone that equipped with 3G f
eatures [10]. Thus, }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex1
00 {the result supports the approach used in this study }\par\pard\li0\ri0\
sl-213\slmult0 \fs20\cf0\f0\charscalex100 {that focuses university students only
given that they }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {a
re the group with highest potential to adopt 3G }\par\pard\li0\ri0\sl-21
3\slmult0 \fs20\cf0\f0\charscalex100 {services. }\par\pard\li106\ri0\sl-213\slmu
lt0 \fs18\cf0\par\pard\li106\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Tabl
e 1: Frequency Analysis of the Respondents\uc1\u8217X }\par\pard\li1533\ri0\sl-2
13\slmult0 \fs20\cf0\f0\charscalex100 {background }\par\pard\sect\sectd\sbknone\
pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\cols3\colno1\colw5973\colsr-0\co
lno2\colw1226\colsr-0\colno3\colw4240\pard\li1880\ri0\sl-213\slmult0 \fs20\cf0\f
0\charscalex100 {The instrument used in this study is mainly }\par\column\pard\l
i0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Variable }\par\column\pard\li0
\ri0\sl-226\slmult0 \*\tx1053\*\tx2120\fs20\cf0\f0\charscalex100 {Category }\tab
\fs20\cf0\f0\charscalex100 {Frequency }\tab \fs20\cf0\f0\charscalex100 {Percent
}\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\c
ols5\colno1\colw5733\colsr-0\colno2\colw1333\colsr-0\colno3\colw1440\colsr-0\col
no4\colw933\colsr-0\colno5\colw2000\pard\li1200\ri0\sl-200\slmult0 \fs18\cf0\f0\
charscalex100 {adapted from Moore and Benbasat [13] with some }\par\pard\li
1200\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {amendments made to suit
the context of this study. }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0
\charscalex100 {The concept for perceived cost is added into the }\par\par
d\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {model in view of the
report by MCMC [11] }\par\pard\li1200\ri0\sl-226\slmult0 \fs16\cf0\f0\chars
calex100 {indicating that cost of the mobile phone with 3G }\par\pard\li1
200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {features and high service
charge for using 3G }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charsca
lex100 {services are the major reasons for low 3G services }\par\pard\li
1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {usage in Malaysia. The in
strument for this variable }\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\
charscalex100 {is self-developed and has been sent for expert }\par\pard\l
i1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {review for face validation.
}\par\pard\li1880\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1880\ri0\sl-213\slmu
lt0 \*\tx2266\*\tx2880\*\tx3240\*\tx3933\*\tx4386\fs18\cf0\f0\charscalex100 {In}
\tab \fs18\cf0\f0\charscalex100 {order }\tab \fs18\cf0\f0\charscalex100 {to}\tab
\fs18\cf0\f0\charscalex100 {testify }\tab \fs18\cf0\f0\charscalex100 {the }\tab
\fs18\cf0\f0\charscalex100 {theoretical }\par\pard\li1200\ri0\sl-213\slmult0 \f
s16\cf0\f0\charscalex100 {framework of diffusion of innovation theory in th
e }\par\pard\li1200\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {context of ad
option of 3G services among university }\par\pard\li1200\ri0\sl-213\slmult0 \fs1
8\cf0\f0\charscalex100 {students, 251 set of primary responses were }\par\
column\pard\li200\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Stream of }\par
\pard\li346\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Study }\par\pard\li13
3\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {Duration of }\par\pard\li80\ri0
\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {using mobile }\par\pard\li93\ri0\sl213\slmult0 \fs20\cf0\f0\charscalex100 {phone (year) }\par\pard\li0\ri0\sl-213\s
lmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-2
13\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\
sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\
ri0\sl-293\slmult0 \fs20\cf0\f0\charscalex100 {Availability of }\par\pard\li0\ri
0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {3G feature in}\par\pard\li0\ri0\sl213\slmult0 \fs20\cf0\f0\charscalex100 {mobile phone }\par\column\pard\li0\ri0\s
l-226\slmult0 \fs20\cf0\f0\charscalex100 {Art }\par\pard\li0\ri0\sl-226\slmult0
\fs20\cf0\f0\charscalex100 {Science }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\
f0\charscalex100 {Less than 1 }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\cha
rscalex100 {year }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {1
to 5 years }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {6 to 1
0 }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {years }\par\pard
\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {11 to 15}\par\pard\li0\ri0\s

l-213\slmult0 \fs20\cf0\f0\charscalex100 {years }\par\pard\li0\ri0\sl-226\slmult
0 \fs20\cf0\f0\charscalex100 {More than}\par\pard\li0\ri0\sl-226\slmult0 \fs20\c
f0\f0\charscalex100 {15 years }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\cha
rscalex100 {Yes }\par\pard\li0\ri0\sl-320\slmult0 \fs20\cf0\f0\charscalex100 {No
}\par\column\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {156 }\par\
pard\li40\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {95 }\par\pard\li93\ri0\
sl-226\slmult0 \fs20\cf0\f0\charscalex100 {1 }\par\pard\li0\ri0\sl-213\slmult0 \
fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {123 }\par\p
ard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {106 }\par\pard\li40\ri0\s
l-213\slmult0 \fs18\cf0\par\pard\li40\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex
100 {11 }\par\pard\li93\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li93\ri0\sl-226\sl
mult0 \fs20\cf0\f0\charscalex100 {6 }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\
par\pard\li0\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {100 }\par\pard\li0\r
i0\sl-320\slmult0 \fs20\cf0\f0\charscalex100 {151 }\par\column\pard\li0\ri0\sl-2
26\slmult0 \fs20\cf0\f0\charscalex100 {62.2 }\par\pard\li0\ri0\sl-226\slmult0 \f
s20\cf0\f0\charscalex100 {37.8 }\par\pard\li40\ri0\sl-226\slmult0 \fs20\cf0\f0\c
harscalex100 {0.4 }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\s
l-226\slmult0 \fs20\cf0\f0\charscalex100 {49.8 }\par\pard\li0\ri0\sl-226\slmult0
\fs20\cf0\f0\charscalex100 {42.9}\par\pard\li40\ri0\sl-213\slmult0 \fs18\cf0\pa
r\pard\li40\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {4.5 }\par\pard\li40\r
i0\sl-213\slmult0 \fs18\cf0\par\pard\li40\ri0\sl-226\slmult0 \fs20\cf0\f0\charsc
alex100 {2.4 }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-240
\slmult0 \fs20\cf0\f0\charscalex100 {39.8 }\par\pard\li0\ri0\sl-320\slmult0 \fs2
0\cf0\f0\charscalex100 {60.2 }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn158
40\marglsxn666\margrsxn133\cols2\colno1\colw5733\colsr-0\colno2\colw5706\pard\li
1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {collected between March 200
8 and April 2008. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex1
00 {Quota sampling method is used to select the }\par\pard\li1200\ri0\sl-22
6\slmult0 \fs16\cf0\f0\charscalex100 {respondents based on the stream of their
study. The }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {que
stionnaires are distributed to students from both}\par\pard\li1200\ri0\sl213\slmult0 \fs18\cf0\f0\charscalex100 {Art and Science stream through the
academics in}\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {r
espective faculty. This is to ensure that the two }\par\pard\li1200\ri0\
sl-226\slmult0 \fs18\cf0\f0\charscalex100 {main groups of students have are
taken into }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {co
nsideration in this study. The data collected are }\par\pard\li1200\ri0\sl213\slmult0 \fs16\cf0\f0\charscalex100 {then analysed with SPSS. The internal
consistency }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {o
f the items within each of the variables are }\par\pard\li1200\ri0\sl-226\
slmult0 \fs18\cf0\f0\charscalex100 {analysed using Cronbach\uc1\u8217Xs Alpha.
Since all the }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex10
0 {independent variables and dependent variable are }\par\column\pard\li666\
ri0\sl-306\slmult0 \fs18\cf0\f0\charscalex100 {Analysis of internal consistency
shows that }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {all var
iables examined in the study have Cronbach\uc1\u8217Xs }\par\pard\li0\ri0\sl-226
\slmult0 \fs20\cf0\f0\charscalex100 {Alpha value ranging from 0.833 to 0.955
. These }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {results
show the evidence regarding high reliability }\par\pard\li0\ri0\sl-213\slmul
t0 \fs18\cf0\f0\charscalex100 {of the concepts used in the present research
. The }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {results of
the associations between independent }\par\pard\li0\ri0\sl-226\slmult0 \fs18
\cf0\f0\charscalex100 {variables and dependent variable are tabulated in }\
par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {Table 2. The Pear
son correlation results show that, }\par\pard\li0\ri0\sl-213\slmult0 \*\tx10
26\*\tx2320\*\tx3333\fs20\cf0\f0\charscalex100 {perceived }\tab \fs20\cf0\f0\cha
rscalex100 {compatibility }\tab \fs20\cf0\f0\charscalex100 {(r=0.344; }\tab \fs2
0\cf0\f0\charscalex100 {p<0.05), }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\
charscalex100 {perceived relative advantage (r=0.320; p<0.05), }\par\pard\li
0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {perceived image (0.323; p<0.

05), perceived results }\par\pard\li0\ri0\sl-213\slmult0 \*\tx1413\*\tx2360\*\
tx3240\fs20\cf0\f0\charscalex100 {demonstrability }\tab \fs20\cf0\f0\charscalex1
00 {(r=0.162; }\tab \fs20\cf0\f0\charscalex100 {p<0.05), }\tab \fs20\cf0\f0\char
scalex100 {perceived }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\margl
sxn666\margrsxn133\pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\
lex100 {Communications of the IBIMA }\par\pard\li4853\ri0\sl-213\slmult0 \fs20\c
f0\f0\charscalex100 {Volume 3, 2008 }\par\pard\sect\sectd\sbknone\pgwsxn12240\p
ghsxn15840\marglsxn666\margrsxn133\pard\sect\sectd\sbkpage
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00\ri0\sl-173\slmult0 \fs18\cf0\f0\charscalex100 {J. W. Ong, Yew-Siang Poong and
Tuan Hock Ng }\par\column\pard\li0\ri0\sl-173\slmult0 \fs20\cf0\f0\charscalex10
0 {119}\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn
133\cols2\colno1\colw5733\colsr-0\colno2\colw5706\pard\li1200\ri0\sl-213\slmult0
13\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \*\tx4453\fs20\cf0\f0\ch
arscalex100 {trialability (r=0.322; p<0.05), and}\tab \fs20\cf0\f0\charscalex
100 {perceived}\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {e
njoyment (r=0.314; p<0.05) are found to have }\par\pard\li1200\ri0\sl-213\
slmult0 \fs18\cf0\f0\charscalex100 {positive and significant association with in

tention to }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {use
3G services. The existence of these elements }\par\pard\li1200\ri0\sl-213
\slmult0 \fs16\cf0\f0\charscalex100 {will significantly induce the student\u
c1\u8217Xs intention to }\par\pard\li1200\ri0\sl-226\slmult0 \fs20\cf0\f0\char
scalex100 {adopt 3G services. Among them, perceived}\par\pard\li1200\ri0\sl
-213\slmult0 \*\tx3346\fs20\cf0\f0\charscalex100 {compatibility is found}\tab
\fs20\cf0\f0\charscalex100 {to have the highest }\par\pard\li1200\ri0\sl-213\
slmult0 \fs20\cf0\f0\charscalex100 {correlation coefficient with behavioural in
tention to }\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {use
3G services. }\par\pard\li1880\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1880\ri0\
sl-213\slmult0 \fs18\cf0\f0\charscalex100 {On the other hand, perceived ease
of use }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {(r=0.0
96; p>0.05), perceived visibility (r=0.090; }\par\pard\li1200\ri0\sl-226\slmu
lt0 \fs18\cf0\f0\charscalex100 {p>0.05), and perceived cost (r=0.024; p>0.05
) are }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {found to
have positive association with intention to}\par\pard\li1200\ri0\sl-213\slmu
lt0 \fs20\cf0\f0\charscalex100 {use 3G services but the associations are
not }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {statistical
ly significant. This indicates the tendency }\par\pard\li1200\ri0\sl-213\sl
mult0 \fs20\cf0\f0\charscalex100 {of higher perceived cost of using 3G se
rvices, }\par\pard\li1200\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {higher
will be the intention to use the service. }\par\pard\li1200\ri0\sl-213\sl
mult0 \*\tx3613\fs20\cf0\f0\charscalex100 {However, this relationship}\tab \fs
20\cf0\f0\charscalex100 {is not statistically }\par\pard\li1200\ri0\sl-213\slm
ult0 \fs20\cf0\f0\charscalex100 {significance. }\par\pard\li1200\ri0\sl-213\slmu
lt0 \fs18\cf0\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Tab
le 2: Pearson Correlation between Diffusion of }\par\pard\li1200\ri0\sl-213\
slmult0 \fs18\cf0\f0\charscalex100 {Innovation Characteristics and intention to
adopt 3G }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {servic
es }\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\sl
mult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-21
3\slmult0 \fs18\cf0\f0\charscalex100 {services [24] even they might feel n
o problem for }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {th
em to learn this technology. Besides, small screen }\par\pard\li0\ri0\sl-213\slm
ult0 \fs18\cf0\f0\charscalex100 {size of mobile phone might have made the impact
of }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {3G services
less obvious. Furthermore, mobile }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0
\f0\charscalex100 {phone is a more personal equipment if compared }\par\p
ard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {with desktop or laptop
that shares the similar }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\chars
calex100 {features such as video-conferencing, surfing online, }\par\pard\li0
\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {and watching TV programme. A
part from that, the }\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex
100 {actual 3G services users in Malaysia are also very }\par\pard\li0\r
i0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {limited. This might make percei
ved visibility of 3G }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex
100 {services not an important factor to be considered }\par\pard\li0\ri0
\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {when comes to the decision to adopt
3G services. }\par\pard\li666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li666\ri0\sl
-226\slmult0 \fs18\cf0\f0\charscalex100 {The most surprising finding, howeve
r, is }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {the percei
ved cost of using 3G services, which }\par\pard\li0\ri0\sl-213\slmult0 \fs18
\cf0\f0\charscalex100 {MCMC [11] has highlighted it as the main reason }
\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {why Malaysian do no
t want to use 3G services. It is }\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\
charscalex100 {found not be significantly associated with intention }\par\par
d\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {to adopt 3G services in
this study. Not only that, }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\c
harscalex100 {perceived cost is found to be positively associated }\par\pa
rd\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {with intention to adopt 3G

services on the contrary, }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\chars
calex100 {in which it indicates that the higher the cost of using }\par\pard\li0
\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {3G services, the greater the
ir willingness to adopt }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charsc
alex100 {the service, although it is not statistically significant. }\par\pard\s
ect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\cols3\colno1\c
olw3373\colsr-0\colno2\colw2360\colsr-0\colno3\colw5706\pard\li1800\ri0\sl-226\s
lmult0 \fs20\cf0\f0\charscalex100 {Variables }\par\pard\li1200\ri0\sl-213\slmult
0 \fs18\cf0\par\pard\li1200\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {Compa
tibility }\par\column\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Be
havioural Intention }\par\pard\li280\ri0\sl-226\slmult0 \*\tx1133\fs20\cf0\f0\ch
arscalex100 {r }\tab \fs20\cf0\f0\charscalex100 {Sig. }\par\pard\li0\ri0\sl-226\
slmult0 \*\tx1066\fs20\cf0\f0\charscalex100 {0.344** }\tab \fs20\cf0\f0\charscal
ex100 {0.000 }\par\column\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100
{Few reasons might explain this situation. First, the }\par\pard\li0\ri0
\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {respondents of this study are mad
e up of university }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex1
00 {students, who basically rely on either their parents }\par\pard\sect\s
ectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\cols4\colno1\colw34
66\colsr-0\colno2\colw973\colsr-0\colno3\colw1293\colsr-0\colno4\colw5706\pard\l
i1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Ease of Use }\par\column\pa
rd\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {0.096 }\par\column\pard\li
0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {0.132 }\par\column\pard\li0\ri0
\sl-186\slmult0 \fs18\cf0\f0\charscalex100 {or sponsorship to survive. Thus, the
y might not treat }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn
666\margrsxn133\cols3\colno1\colw3373\colsr-0\colno2\colw2360\colsr-0\colno3\col
w5706\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Relative Advant
age }\par\pard\li1200\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Image }\par
\column\pard\li0\ri0\sl-226\slmult0 \*\tx1066\fs20\cf0\f0\charscalex100 {0.320**
}\tab \fs20\cf0\f0\charscalex100 {0.000 }\par\pard\li0\ri0\sl-226\slmult0 \*\tx
1066\fs20\cf0\f0\charscalex100 {0.323** }\tab \fs20\cf0\f0\charscalex100 {0.000
}\par\column\pard\li0\ri0\sl-173\slmult0 \fs18\cf0\f0\charscalex100 {money as
serious as the general population in the }\par\pard\li0\ri0\sl-226\slmult0
\fs20\cf0\f0\charscalex100 {country. Reinforced by the positive association
}\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\c
ols3\colno1\colw4440\colsr-0\colno2\colw1293\colsr-0\colno3\colw5706\pard\li1200
\ri0\sl-226\slmult0 \*\tx3426\fs20\cf0\f0\charscalex100 {Results Demonstrability
}\tab \fs20\cf0\f0\charscalex100 {0.162* }\par\column\pard\li0\ri0\sl-226\slmul
t0 \fs20\cf0\f0\charscalex100 {0.011 }\par\column\pard\li0\ri0\sl-173\slmult0 \f
s20\cf0\f0\charscalex100 {between image and intention of 3G services }\par\p
ard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\cols3\col
no1\colw3373\colsr-0\colno2\colw2360\colsr-0\colno3\colw5706\pard\li1200\ri0\sl226\slmult0 \fs20\cf0\f0\charscalex100 {Trialability }\par\pard\li1200\ri0\sl-22
6\slmult0 \fs20\cf0\f0\charscalex100 {Visibility }\par\pard\li1200\ri0\sl-226\sl
mult0 \fs20\cf0\f0\charscalex100 {Enjoyment }\par\pard\li1200\ri0\sl-226\slmult0
\fs20\cf0\f0\charscalex100 {Cost }\par\column\pard\li0\ri0\sl-226\slmult0 \*\tx
1066\fs20\cf0\f0\charscalex100 {0.332** }\tab \fs20\cf0\f0\charscalex100 {0.000
}\par\pard\li93\ri0\sl-226\slmult0 \*\tx1066\fs20\cf0\f0\charscalex100 {0.090 }\
tab \fs18\cf0\f0\charscalex100 {0.161 }\par\pard\li0\ri0\sl-226\slmult0 \*\tx106
6\fs20\cf0\f0\charscalex100 {0.314** }\tab \fs20\cf0\f0\charscalex100 {0.000 }\p
ar\pard\li93\ri0\sl-226\slmult0 \*\tx1066\fs20\cf0\f0\charscalex100 {0.024 }\tab
\fs18\cf0\f0\charscalex100 {0.709 }\par\column\pard\li0\ri0\sl-173\slmult0 \fs2
0\cf0\f0\charscalex100 {adoption, we can most probably link the money, }\p
ar\pard\li0\ri0\sl-186\slmult0 \fs18\cf0\f0\charscalex100 {status, and intenti
on of 3G adoption together. For }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0
\f0\charscalex100 {example, students might feel that higher cost in }\par
\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {using 3G services will
show off the status and create }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\ch
arscalex100 {a unique image. }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15
840\marglsxn666\margrsxn133\cols2\colno1\colw5733\colsr-0\colno2\colw5706\pard\l
i1880\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {In line with the theory
of innovation}\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {
diffusion theory, university students\uc1\u8217X perception on}\par\pard\li12
00\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {the compatibility of 3G se
rvices with their existing }\par\pard\li1200\ri0\sl-226\slmult0 \fs16\cf0\f0\
charscalex100 {life-style, the relative advantage of 3G services, the }\par\pa
rd\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {prestige in using 3G
services (image), the ability to}\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0
\f0\charscalex100 {demonstrate the impact of using 3G services, the }\par
\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {ability to experie
nce the 3G services, and the }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\
f0\charscalex100 {enjoyment of using 3G services are found to be }\par\par
d\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {significantly associate
d with the intention of the }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0
\charscalex100 {university students to use 3G services. }\par\pard\li1880\ri0\s
l-213\slmult0 \fs18\cf0\par\pard\li1880\ri0\sl-213\slmult0 \fs18\cf0\f0\charscal
ex100 {The results aforementioned demonstrate }\par\pard\li1200\ri0\sl-226\sl
mult0 \fs16\cf0\f0\charscalex100 {high consistency with most previous studies. H
ence, }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {more emp
hasis is placed on other variables, which}\par\pard\li1200\ri0\sl-213\slmul
t0 \fs16\cf0\f0\charscalex100 {are reported deviate from the expectation.
They are }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {the u
niversity students\uc1\u8217X perception on their ability to }\par\pard\li1200\r
i0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {master the 3G services (ease of us
e), the visibility of }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscal
ex100 {3G services in their environment, and the cost of }\par\pard\li1200
\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {using 3G services. Perceived
ease of use of 3G }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscal
ex100 {services by the university students is not }\par\pard\li1200\ri0\sl
-226\slmult0 \fs18\cf0\f0\charscalex100 {significantly associated with their int
ention to adopt }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100
{3G services. This might be due to the nature of }\par\pard\li1200\ri0\
sl-213\slmult0 \fs18\cf0\f0\charscalex100 {mobile phone with small screen and na
vigation tool }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {t
hat has turned down the interest to adopt 3G }\par\column\pard\li0\ri0\sl213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100
\b {6. Managerial Implications }\b0 \par\pard\li666\ri0\sl-213\slmult0 \fs18\cf0
\par\pard\li666\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {The result of
this study is crucial for the }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f
0\charscalex100 {policy makers and mobile network service providers }\par\pard\l
i0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {to improve the adoption of
3G services in the }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex
100 {country. Since the intention to adopt 3G services is }\par\pard\li0\ri0\
sl-213\slmult0 \fs20\cf0\f0\charscalex100 {significantly associated with perceiv
ed compatibility, }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {
perceived relative advantage, perceived image, }\par\pard\li0\ri0\sl-213\slmu
lt0 \*\tx986\*\tx1746\*\tx3240\fs20\cf0\f0\charscalex100 {perceived }\tab \fs20\
cf0\f0\charscalex100 {results }\tab \fs20\cf0\f0\charscalex100 {demonstrability,
}\tab \fs20\cf0\f0\charscalex100 {perceived }\par\pard\li0\ri0\sl-226\slmult0 \
*\tx1093\*\tx1626\*\tx2640\*\tx3746\fs20\cf0\f0\charscalex100 {trialability, }\t
ab \fs20\cf0\f0\charscalex100 {and}\tab \fs20\cf0\f0\charscalex100 {perceived}\t
ab \fs20\cf0\f0\charscalex100 {enjoyment, }\tab \fs20\cf0\f0\charscalex100 {the
}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {promotions for 3
G should be in place to enhance }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\
f0\charscalex100 {these factors. }\par\pard\li666\ri0\sl-213\slmult0 \fs18\cf0\
par\pard\li666\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {The policy maker
s and the 3G network }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscale
x100 {service providers can promote 3G services by }\par\pard\li0\ri0\sl-2
13\slmult0 \fs20\cf0\f0\charscalex100 {highlighting the compatibility of the
consumers\uc1\u8217X }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex

100 {current life-style with 3G services, such as they will }\par\pard\li0\ri0\s
l-226\slmult0 \fs18\cf0\f0\charscalex100 {be able to watch TV programmes, s
urfing internet, }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {
and communicate face-to-face with their family and }\par\pard\li0\ri0\sl-213\slm
ult0 \fs18\cf0\f0\charscalex100 {friends whenever they are. The promotion n
eeds to }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {emphasize
that 3G services adoption is perfectly fit }\par\pard\li0\ri0\sl-226\slmult0
\fs18\cf0\f0\charscalex100 {their life style.
In fact, the adoption wil
l improve }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {the wa
y they live currently as location will no }\par\pard\sect\sectd\sbknone\pg
wsxn12240\pghsxn15840\marglsxn666\margrsxn133\pard\li4266\ri0\sl-213\slmult0 \fs
18\cf0\par\pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-280\s
lmult0 \fs18\cf0\f0\charscalex100 {Communications of the IBIMA }\par\pard\li4853
\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Volume 3, 2008 }\par\pard\sect\
sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\pard\sect\sectd\sb
kpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\margtsxn546\margbsxn53\col
s2\colno1\colw2333\colsr-0\colno2\colw9106\pard\li1200\ri0\sl-173\slmult0 \fs20\
cf0\f0\charscalex100 {120}\par\column\pard\li0\ri0\sl-173\slmult0 \fs18\cf0\f0\c
harscalex100 {3G Services Adoption among University Students: Diffusion of Innov
ation Theory }\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\m
argrsxn133\cols2\colno1\colw5733\colsr-0\colno2\colw5706\pard\li1200\ri0\sl-213\
i0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\char
scalex100 {longer be a limitation for them to do what they }\par\pard\l
i1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {intend to do. This shows
the relative advantage of }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0
\charscalex100 {using 3G services compared to using others devices }\par\pard\li
1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {like computers. Besides, mor
e road shows should be }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charsca
lex100 {arranged to let the consumers to try out 3G services. }\par\pard\li1200\
ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {In addition, the promotion campai
gns of 3G services }\par\pard\li1200\ri0\sl-213\slmult0 \*\tx1946\*\tx2493\*\tx3
400\*\tx3880\*\tx4906\fs20\cf0\f0\charscalex100 {should }\tab \fs20\cf0\f0\chars
calex100 {also }\tab \fs20\cf0\f0\charscalex100 {highlight }\tab \fs20\cf0\f0\ch
arscalex100 {the }\tab \fs20\cf0\f0\charscalex100 {enjoyment }\tab \fs20\cf0\f0\
charscalex100 {and}\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex10
0 {demonstrate the prestige of using 3G, especially }\par\pard\li1200\ri0\
sl-226\slmult0 \fs16\cf0\f0\charscalex100 {among the youngsters. Testimonial
from those who }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex10
0 {have adopted 3G services could be a very powerful }\par\pard\li1200\ri0\s
l-213\slmult0 \fs18\cf0\f0\charscalex100 {tool in promoting the 3G services as w
ell. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-226\
slmult0 \fs18\cf0\f0\charscalex100\b {7. Conclusion }\b0 \par\pard\li1880\ri0\sl
-213\slmult0 \fs18\cf0\par\pard\li1880\ri0\sl-213\slmult0 \*\tx3693\fs18\cf0\f0\
charscalex100 {The results hinted}\tab \fs18\cf0\f0\charscalex100 {that diffu
sion of }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {innova
tion theory might be incomprehensive to}\par\pard\li1200\ri0\sl-213\slmult0
\fs18\cf0\f0\charscalex100 {analyse the adoption of 3G services among the
}\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {university stu
dents in Malaysia. Only six out of nine }\par\pard\li1200\ri0\sl-213\slmult0 \fs
18\cf0\f0\charscalex100 {independent variables are significantly associated}
\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {with intention
of the students to adopt 3G services. }\par\pard\li1200\ri0\sl-226\slmult
0 \fs18\cf0\f0\charscalex100 {In addition, the correlation coefficient of a
ll }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {significant
variables is considered weak [7] even}\par\pard\li1200\ri0\sl-213\slmult0
\fs16\cf0\f0\charscalex100 {though they are statistically significant. This
study }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {would re
commend that future researchers need to }\par\pard\li1200\ri0\sl-226\slmult0
\fs18\cf0\f0\charscalex100 {use more variables to study the adoption of

3G }\par\pard\li1200\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {services. Ho
wever, this study can still provide some }\par\pard\li1200\ri0\sl-213\slmult0 \f
s16\cf0\f0\charscalex100 {ground breaking initiative to study the factors
for }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {3G service
s adoption in Malaysia. However, the }\par\pard\li1200\ri0\sl-213\slmult0 \fs
16\cf0\f0\charscalex100 {readers of this research paper should be aware
that }\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {the respo
ndents of this study are drawn from }\par\pard\li1200\ri0\sl-213\slmult0 \
fs18\cf0\f0\charscalex100 {university students. Thus the results cannot be
}\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {generalised to
the whole population in Malaysia. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf
0\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {8. Reference
}\b0 \par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\sl
mult0 \*\tx4053\fs20\cf0\f0\charscalex100 {[1] Ajzen, I. and Fishbein, M. }\
tab \fs18\cf0\f0\charscalex100\i {Understanding}\i0 \par\pard\li1200\ri0\sl-213\
slmult0 \fs18\cf0\f0\charscalex100\i {attitudes and predicting social behavio
ur, }\i0 { }\fs20\cf0\f0\charscalex100 {Prentice-}\par\pard\li1200\ri0\sl-226\sl
mult0 \fs18\cf0\f0\charscalex100 {Hall: New Jersey, 1980. }\par\pard\li1200\ri0\
lex100 {[2] Cheong, J. H. and Park, M. C. \uc1\u8220XMobile internet }\par\p
ard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {acceptance in Korea\uc
1\u8221X }\fs18\cf0\f0\charscalex100\i {Internet Research }\i0 \fs20\cf0\f0\char
scalex100 {(15;2), 2005, }\par\pard\li1200\ri0\sl-226\slmult0 \fs20\cf0\f0\chars
calex100 {pp. 125-140. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\l
i1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {[3] Davis, F. D. \uc1\u
8220XPerceived usefulness, perceived}\par\pard\li1200\ri0\sl-213\slmult0 \fs18\
cf0\f0\charscalex100 {ease of use, and user acceptance of information}\par
\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {technology,\uc1\u822
1X }{ }\fs18\cf0\f0\charscalex100\i {MIS Quarterly}\i0 \fs18\cf0\f0\charscalex1
00 { (13;3), 1989, pp. 319-}\par\pard\li1200\ri0\sl-226\slmult0 \fs20\cf0\f0
\charscalex100 {340. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1
200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {[4] Davis, F. D., Bagozzi, R.
P., and Warshaw, P. R. }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charsc
alex100 {\uc1\u8220XUser acceptance of computer technology: a }\par\pard\li
1200\ri0\sl-226\slmult0 \*\tx2386\*\tx2840\*\tx3413\*\tx4506\fs20\cf0\f0\charsca
lex100 {comparison}\tab \fs20\cf0\f0\charscalex100 {of }\tab \fs20\cf0\f0\charsc
alex100 {two}\tab \fs20\cf0\f0\charscalex100 {theoretical }\tab \fs20\cf0\f0\cha
rscalex100 {models,\uc1\u8221X }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0
\charscalex100\i {Management Science,}\i0 \fs20\cf0\f0\charscalex100 { (35; 8),
1989, pp. 982- 1003. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1
200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {[5] Davis, F. D., Bagozzi, R.
P., and Warshaw, P. R. }\par\pard\li1200\ri0\sl-226\slmult0 \fs20\cf0\f0\charsc
alex100 {\uc1\u8220XExtrinsic and intrinsic motivation to use computers }\par\pa
rd\li1200\ri0\sl-213\slmult0 \*\tx2946\fs20\cf0\f0\charscalex100 {in the workp
lace,\uc1\u8221X }\tab \fs18\cf0\f0\charscalex100\i {Journal of Applied Socia
l }\i0 \par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100\i {Psychol
ogy,}\i0 \fs20\cf0\f0\charscalex100 { (22:14), 1992, pp. 1111-1132. }\par\column
\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0
\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs20
\cf0\f0\charscalex100 {[6] Fishbein, M., and Ajzen, I. \uc1\u8220X}\fs18\cf
0\f0\charscalex100\i {Belief, attitude, }\i0 \par\pard\li0\ri0\sl-213\slmult0 \
fs18\cf0\f0\charscalex100\i {intention and behaviour: An introduction to theor
y }\i0 \par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100\i {and resear
ch}\i0 \fs20\cf0\f0\charscalex100 {,\uc1\u8221X Addison-Wesley: MA, 1975. }\par\
pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\
f0\charscalex100 {[7] Hair, Jr. J. F., Bush, R. P., and Ortinau, D. J.
}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\i {Marketing Resea
rch within a Changing Information }\i0 \par\pard\li0\ri0\sl-213\slmult0 \fs18\cf
0\f0\charscalex100\i {Environment, 2}\i0 {\super \fs14\up3\cf0\f0\charscalex100\
i {nd}\i0 }\fs20\cf0\f0\charscalex100\i { Edition.}\i0 \fs20\cf0\f0\charscalex10

0 { New York: McGraw-Hill, }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charsc
alex100 {2003. }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-2
26\slmult0 \fs18\cf0\f0\charscalex100 {[8] Heijden, H. V. D. (2003). \uc1\
u8220XFactors influencing }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charsc
alex100 {the usage of websites: the case of a generic portal in }\par\pard\li0\r
i0\sl-213\slmult0 \*\tx1573\fs20\cf0\f0\charscalex100 {the Netherlands,\uc1\u82
21X }\tab \fs18\cf0\f0\charscalex100\i {Information & Management, }\i0 \par\pa
rd\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {(40;6), 2003, pp. 541-549.
}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs
20\cf0\f0\charscalex100 {[9] Higa, K., Sheng, O. R. L., Hu, P. J. H., and Au, }\
par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {G. \uc1\u8220XOrgan
izational adoption and diffusion of }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0
\f0\charscalex100 {technological innovation: a comparative case study }\par
\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {on telemedicine in H
ong Kong,\uc1\u8221X in }\fs18\cf0\f0\charscalex100\i {Proceedings of }\i0 \pa
r\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100\i {the 30}\i0 {\super \
fs14\up3\cf0\f0\charscalex100\i {th}\i0 }\fs18\cf0\f0\charscalex100\i { Hawaii I
nternational Conference on System }\i0 \par\pard\li0\ri0\sl-213\slmult0 \fs18\cf
0\f0\charscalex100\i {Sciences (HICSS), }\i0 \fs20\cf0\f0\charscalex100 {IEEE}\f
s20\cf0\f0\charscalex100\i {,}\i0 \fs20\cf0\f0\charscalex100 { 1997.}\par\pard\l
i0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \*\tx613\*\tx216
0\*\tx2840\fs20\cf0\f0\charscalex100 {[10] }\tab \fs18\cf0\f0\charscalex100 {IND
USTRYeye. }\tab \fs20\cf0\f0\charscalex100 {\uc1\u8220X}\fs20\cf0\f0\charscalex1
00\i {The }\i0 \tab \fs18\cf0\f0\charscalex100\i {Hotwire/MORI }\i0 \par\pard\li
0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100\i {Consumer Technology Adoptio
n Report,\uc1\u8221X }\i0 \fs18\cf0\f0\charscalex100 {MORI & }\par\pard\li0\ri
0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Hotwire: London, n.d. }\par\pard\li
0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\char
scalex100 {[11] Malaysian Communications and Multimedia }\par\pard\li0\ri0\s
l-213\slmult0 \fs20\cf0\f0\charscalex100 {Commission. \uc1\u8220X}\fs18\cf0\f0\
charscalex100\i {Hand Phone Users Survey 2006}\i0 \fs20\cf0\f0\charscalex100
{,\uc1\u8221X }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Cybe
rjaya: Author, 2007. }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri
0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {[12] Mahmod, R., Dahlan, N., R
amayah, T., Karia, }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex10
0 {N., and Asaari, M. H. A. H. \uc1\u8220XAttitudinal belief on }\par\p
ard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {adoption of E-MBA progr
am in Malaysia,\uc1\u8221X }\fs18\cf0\f0\charscalex100\i {Turkish }\i0 \par\par
d\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100\i {Online Journal of Distanc
e Education, }\i0 \fs20\cf0\f0\charscalex100 {(6; 2), 2005. }\par\pard\li0\ri0\s
l-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex1
00 {[13] Moore, G. C. and Benbasat, I.
\uc1\u8220XDevelopment }\par\pard
\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {of an instrument to meas
ure the perceptions of }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charsca
lex100 {adopting an information technology innovation,\uc1\u8221X }\par\pard\
li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\i {Information Systems Researc
h,}\i0 \fs20\cf0\f0\charscalex100 { (2;3), 1991, pp. 192-}\par\pard\li0\ri0\sl-2
13\slmult0 \fs20\cf0\f0\charscalex100 {222. }\par\pard\li0\ri0\sl-213\slmult0 \f
s18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {[14] Muthai
yah, S. \uc1\u8220XReadiness towards 3G: }\par\pard\li0\ri0\sl-226\slmult0 \
fs20\cf0\f0\charscalex100 {Antecedents of 3G adoption and development in }\
par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Malaysia,\uc1\u8221X
in }{ }\fs18\cf0\f0\charscalex100\i {Proceedings of the 3}\i0 {\super \fs14
\up3\cf0\f0\charscalex100\i {rd}\i0 }\fs18\cf0\f0\charscalex100\i { Internation
al }\i0 \par\pard\li0\ri0\sl-213\slmult0 \*\tx960\*\tx3333\fs18\cf0\f0\charscale
x100\i {Workshop}\i0 \tab \fs20\cf0\f0\charscalex100\i {on Wireless Informatio
n}\i0 \tab \fs20\cf0\f0\charscalex100\i {Systems}\i0 \fs20\cf0\f0\charscalex100
{. }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Portugal: Porto
, 2004. }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmu
lt0 \fs20\cf0\f0\charscalex100 {[15] MyICM. }{ }\fs18\cf0\f0\charscalex100\i {M

yICM 886 Strategy}\i0 \fs20\cf0\f0\charscalex100 {. Malaysia: }\par\pard\li0\
ri0\sl-213\slmult0 \*\tx973\*\tx2546\*\tx3093\fs20\cf0\f0\charscalex100 {Malaysi
a }\tab \fs20\cf0\f0\charscalex100 {Communications }\tab \fs20\cf0\f0\charscalex
100 {and}\tab \fs20\cf0\f0\charscalex100 {Multimedia }\par\pard\li0\ri0\sl-213\s
lmult0 \fs20\cf0\f0\charscalex100 {Commission, 2006. }\par\pard\li0\ri0\sl-213\s
lmult0 \fs18\cf0\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {[16
] Oliver, R. L. and Bearden, W. O. \uc1\u8220XCrossover }\par\pard\li0\r
i0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {effects in the Theory of Reaso
ned Action: A }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {mod
erating influence attempt,\uc1\u8221X }{ }\fs18\cf0\f0\charscalex100\i {J. Co
nsumer Res., }\i0 \par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {
(12), 1985, pp. 324-340. }\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\l
i0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {[17] Phuangthong, D. and M
alisawan, S. \uc1\u8220XA study }\par\pard\li0\ri0\sl-213\slmult0 \fs20\cf0\f
0\charscalex100 {of behavioural intention for 3G mobile internet }\par\par
d\li0\ri0\sl-213\slmult0 \*\tx1093\*\tx3053\*\tx3453\fs20\cf0\f0\charscalex100 {
technology: }\tab \fs20\cf0\f0\charscalex100 {Preliminary research}\tab \fs20\c
f0\f0\charscalex100 {on}\tab \fs20\cf0\f0\charscalex100 {mobile }\par\pard\li0\r
i0\sl-226\slmult0 \*\tx986\*\tx1373\*\tx2560\*\tx2946\*\tx3426\fs20\cf0\f0\chars
calex100 {learning,\uc1\u8221X }\tab \fs20\cf0\f0\charscalex100 {in }\tab \fs18\
cf0\f0\charscalex100\i {Proceedings }\i0 \tab \fs20\cf0\f0\charscalex100\i {of }
\i0 \tab \fs20\cf0\f0\charscalex100\i {the }\i0 \tab \fs18\cf0\f0\charscalex100\
i {Second }\i0 \par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\
margrsxn133\pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-213\
i0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-173\slmult0 \fs18\cf0\f0\char
scalex100 {Communications of the IBIMA }\par\pard\li4853\ri0\sl-213\slmult0 \fs2
0\cf0\f0\charscalex100 {Volume 3, 2008 }\par\pard\sect\sectd\sbknone\pgwsxn1224
0\pghsxn15840\marglsxn666\margrsxn133\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn
15840\marglsxn666\margrsxn133\margtsxn546\margbsxn53\cols2\colno1\colw9426\colsr
-0\colno2\colw2013\pard\li3600\ri0\sl-173\slmult0 \fs18\cf0\f0\charscalex100 {J.
W. Ong, Yew-Siang Poong and Tuan Hock Ng }\par\pard\li1200\ri0\sl-213\slmult0 \
fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213
\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100
\i {International on e-learning for Knowledge-based}\i0 \par\pard\li1200\ri0\s
l-213\slmult0 \fs20\cf0\f0\charscalex100\i {Society}\i0 \fs20\cf0\f0\charscalex1
00 {. Thailand: Bangkok, 2005. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\pa
r\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {[18] Rogers, E.
M. }{ }\fs18\cf0\f0\charscalex100\i {Diffusion of Innovations}\i0 \fs20\cf0\f0
\charscalex100 {, }{ }\fs20\cf0\f0\charscalex100\i {Third}\i0 \par\pard\li1200\r
i0\sl-213\slmult0 \fs20\cf0\f0\charscalex100\i {Edition.}\i0 \fs18\cf0\f0\charsc
alex100 { The Free Press: New York, 1983. }\par\pard\li1200\ri0\sl-226\slmult0
\fs18\cf0\f0\charscalex100 {[19] Tasker, T. \uc1\u8220XThe benefits of 3G
for mobile }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {pr
ofessionals in the government sector,\uc1\u8221X }{ }\fs18\cf0\f0\charscalex
100\i {Business }\i0 \par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex
100\i {Briefing Wireless Technology}\i0 \fs20\cf0\f0\charscalex100 {, 2004, pp.
24-25. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-226
\slmult0 \fs18\cf0\f0\charscalex100 {[20] Thompson, S. H. T., Vivien, K. G. L.,
and Raye, }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Y.C.L
. Intrinsic and extrinsic motivation in Internet }\par\pard\li1200\ri0\sl-213\sl
mult0 \fs20\cf0\f0\charscalex100 {usage, }\fs20\cf0\f0\charscalex100\i {Omega, }
\i0 \fs20\cf0\f0\charscalex100 {(27;1), 1999, pp. 25-37. }\par\pard\li1200\ri0\s
l-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscal
ex100 {[21] Triandis, H. C. }{ }\fs18\cf0\f0\charscalex100\i {Attitude and A
ttitude Change, }\i0 \par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscale
x100 {John Wiley, New York, 1971. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0
\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {[22] Venkatesh,
V. and Brown., S. \uc1\u8220XA longitudinal }\par\pard\li1200\ri0\sl-226\
slmult0 \fs20\cf0\f0\charscalex100 {investigation of personal computers in

homes: }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {adoption
determinants and emerging challenges,\uc1\u8221X }\par\pard\li1200\ri0\sl-2
13\slmult0 \fs18\cf0\f0\charscalex100\i {MIS Quarterly,}\i0 \fs20\cf0\f0\charsca
lex100 { (25), 2001, pp. 71-102. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\
par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {[23] Venkatesh, V
., Morris, M.G., Davis, G.B., and}\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0
\f0\charscalex100 {Davis, F.D. \uc1\u8220XUser acceptance of information}\p
ar\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {technology: toward
a unified view,\uc1\u8221X }{ }\fs18\cf0\f0\charscalex100\i {MIS Quarterly, }\i
0 \par\pard\li1200\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {(27;3), 2003,
pp. 425-478. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\
sl-213\slmult0 \fs18\cf0\f0\charscalex100 {[24] Venkatesh, V., Ramesh, V., and M
assey, A. P. }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {\
uc1\u8220XUnderstanding usability in mobile commerce,\uc1\u8221X }\par\pard\
li1200\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100\i {Commun. ACM}\i0 \fs20\cf
0\f0\charscalex100 { ,(46;12), 2003, pp. 53-56. }\par\pard\li1200\ri0\sl-213\sl
mult0 \fs18\cf0\par\pard\li1200\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {[
25] Warshaw, P. R. \uc1\u8220XPredicting purchase and other }\par\pard\li1200\ri
0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {behaviours from general and cont
extually specific }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex1
00 {intentions,\uc1\u8221X }\fs18\cf0\f0\charscalex100\i {J.Marketing Res., }\i0
\fs20\cf0\f0\charscalex100 {(10), 1980, pp. 26-33. }\par\pard\li1200\ri0\sl-2
00 {[26] Wungwanitchakorn, A. (2002). \uc1\u8220XAdoption }\par\pard\li1200\
ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {intention of bank\uc1\u8217Xs c
ustomers on Internet banking }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0
\charscalex100 {service,\uc1\u8221X }\fs18\cf0\f0\charscalex100\i {ABAC Journal,
}\i0 \fs20\cf0\f0\charscalex100 { (22;3), 2002, pp. 63-80. }\par\pard\li1200\ri0
\sl-213\slmult0 \fs18\cf0\par\pard\li1200\ri0\sl-226\slmult0 \fs20\cf0\f0\charsc
alex100 {[27] Zaltman, G., Robert, D., and Jonny, H., (1973) }\par\pard\li1200\r
i0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Innovations and Organizations,
Wiley and Sons: }\par\pard\li1200\ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100
{New York, 1973. }\par\pard\li1200\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1200
\ri0\sl-213\slmult0 \fs16\cf0\f0\charscalex100 {Copyright 2008 by the Internatio
nal Business }\par\pard\li1200\ri0\sl-186\slmult0 \fs16\cf0\f0\charscalex100 {In
formation Management Association (IBIMA). All }\par\pard\li1200\ri0\sl-200\slmu
lt0 \fs16\cf0\f0\charscalex100 {rights reserved. Authors retain copyright for t
heir }\par\pard\li1200\ri0\sl-186\slmult0 \fs16\cf0\f0\charscalex100 {manuscript
s and provide this journal with a publication }\par\pard\li1200\ri0\sl-200\slmul
t0 \fs16\cf0\f0\charscalex100 {permission agreement as a part of IBIMA copyright
}\par\pard\li1200\ri0\sl-200\slmult0 \fs16\cf0\f0\charscalex100 {agreement. IB
IMA may not necessarily agree with the }\par\pard\li1200\ri0\sl-186\slmult0 \fs1
6\cf0\f0\charscalex100 {content of the manuscript. The content and proofreading
}\par\pard\li1200\ri0\sl-200\slmult0 \fs16\cf0\f0\charscalex100 {of this manusc
ript as well as and any errors are the sole }\par\pard\li1200\ri0\sl-200\slmult0
\fs16\cf0\f0\charscalex100 {responsibility of its author(s). No part or all of
this work }\par\pard\li1200\ri0\sl-186\slmult0 \fs16\cf0\f0\charscalex100 {shou
ld be copied or reproduced in digital, hard, or any }\par\pard\li1200\ri0\sl-200
\slmult0 \fs16\cf0\f0\charscalex100 {other format for commercial use without wri
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. To purchase reprints of this article please e-}\par\pard\li1200\ri0\sl-200\sl
mult0 \fs18\cf0\f0\charscalex100 {mail: }\fs18\cf1\f0\charscalex100\ul {admin@ib
ima.org}\ul0 \fs18\cf0\f0\charscalex100 {. }\par\pard\li4266\ri0\sl-213\slmult0
13\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li426
6\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\
pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-213\slmult0 \fs1
8\cf0\par\pard\li4266\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4266\ri0\sl-253\sl
mult0 \fs18\cf0\f0\charscalex100 {Communications of the IBIMA }\par\pard\li4853\
ri0\sl-213\slmult0 \fs20\cf0\f0\charscalex100 {Volume 3, 2008 }\par\column\pard

\li0\ri0\sl-173\slmult0 \fs20\cf0\f0\charscalex100 {121}\par}

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\\tx2400\\tx2773\\tx3173\\tx4293\fs18\cf0\f0\charscalex100 {determinants }\t