Impact of Prior Usage Experience on the Intention to Adopt 3G Mobile Service for the Youth in Hong Kong

Third generation (3G) mobile service has been launched for several years and yet the information systems (IS) community has not yet gained a full understanding of how various technological and social factors affect the intention to adopt this technology. This study probes into this issue using the Innovation Diffusion Theory (IDT) (Rogers, 1995) along with two other constructs, i.e., subjective norms and perceived security on 3G mobile service. Using survey data collected from the youth of Hong Kong, the author notices that observability and complexity are IDT factors that affect the intention to adopt 3G mobile service by experienced users, i.e., who are current users of 2G or 2.5G mobile service. Plus subjective norms and perceived security are factors considered by both experienced and inexperienced users. Recommendations are provided to mobile service operators and developers in developing their rollout strategy in the mobile service market.