The factors affecting attitudes toward HSDPA service and intention to use:a cross-cultural comparison between Asia and Europe

Jung, Hae S.; Shin, Jong K.; Park, Min S.; Hooley, Graham; Lee, Nicholas; Kwak, Hyokjin and Kim, Sung H. (2009). The factors affecting attitudes toward HSDPA service and intention to use:a cross-cultural comparison between Asia and Europe. Journal of Global Academy of Marketing Science, 19 (4), pp. 11-23.

Abstract

HSDPA (High-Speed Downlink Packet Access) is a 3.5-generation asynchronous mobile communications service based on the third generation of W-CDMA. In Korea, it is mainly provided in through videophone service. Because of the diffusion of more powerful and diversified services, along with steep advances in mobile communications technology, consumers demand a wide range of choices. However, because of the variety of technologies, which tend to overflow the market regardless of consumer preferences, consumers feel increasingly confused. Therefore, we should not adopt strategies that focus only on developing new technology on the assumption that new technologies are next-generation projects. Instead, we should understand the process by which consumers accept new forms of technology and devise schemes to lower market entry barriers through strategies that enable developers to understand and provide what consumers really want.

Publication DOI: https://doi.org/10.1080/12297119.2009.9707301
Divisions: Aston Business School > Marketing & strategy
Aston University (General)
Uncontrolled Keywords: HSDPA,attitude toward service,risk Innovativeness,perceived,intention to use
Published Date: 2009

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