Abstract:

In today’s world technology is get involved into every aspect of our lives. Nowadays, 3G technology opens up doors people to have high speed communication, video calls, and mobile internet access all in one mobile environment. It is important to understand why people prefer to use this technology, which advances do they pay for, which variables and opportunities convinced them to use. The purpose of this study is to discover the factors affecting people behavioral intention towards 3G technology usage. In the theoretical framework of the study Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) are used as guidelines. In order to analyze 3G users’ perception and potential users’ intention; external variables (perceived usefulness, perceived ease of use, price, variety of 3G services, service quality and social influence) and control variables (gender, age, education level, experience, occupation, payment type) are questioned in a survey study. The results illustrate that perceived usefulness, variety of 3G services, service quality, and social influence mostly determines 3G technology usage perception and adoption.