Analyzing Key Factors Affecting the Adoption Intentions of 3G Mobile Services in Turkey

Abstract: Third generation mobile communication standard (3G) is an incremental innovation which follows the prior developments from 1G to 2,5G and provides several services including intranet/extranet access, customized infotainment, multimedia messaging service, internet access, location-based services and rich voice. This study aims to analyze key factors influencing possible 3G acceptance in Turkey, where 3G is expected to be released by July, 2009. This study provides explanations to (1) the significance of the influence of critical factors, adapted from established theories of innovation, on the acceptance of 3G (2) demographic characteristics of the individuals influencing adoption intentions of 3G technologies. In doing so, this study draws upon several wellknown theories, namely, technology acceptance model (TAM), the theory of planned behavior (TPB), diffusion of innovation theory and network externalities theory. The study is conducted via an online survey, through which 282 responses are obtained. It uses descriptive statistics and Multinomial Logistic Regression to analyze data and examine the influence of the defined critical factors and demographic characteristics on 3G adoption intentions.