Studies On College Students' Adoption And Use Of 3g Based On Innovation Diffusion Theory

Being a brand-new means of network access,3G has been accepted and used by more and more people, following the development of the first and second generation communication technologies. However,3G faces quite a slow development among students. This paper intends to understand the overall situation of college students'using of 3G on campus and to study the factors affecting college students'adoption of 3G Internet access. Based on the status of college students'using of mobile network, the influencing factors of various stages of the adoption and combined with the innovation of 3G's own property, this paper uses diffusion of innovation theory as the research model and the empirical research methods to make a number of pertinent promotion advice.This paper is divided into five chapters. Chapter One is the introduction, which includes theoretical background of this study, relevant definitions, research methods and the teasing of the study object. Determined to take students of Southwestern University as the research object, this paper uses documentary research, questionnaire surveys and interviews as the research methods.Chapter Two is an overall study of 3G's development. Based on the definition of 3G and the five innovation attributes of Diffusion of Innovations Theory, this paper analyzes both the advantages and disadvantages of 3G, which leads to the conclusion that 3G is obviously in a relatively superior, while compatibility and complexity are both advantageous and disadvantageous to its development, also the experimentity and observability are beneficial to the development of 3G.Chapter Three is the research on the situation of Southwest University students'using of 3G. Firstly, followed by the studying of the four phases of students'adoption of mobile Internet and the descriptive analysis of the demographic characteristics of students, the author decides the research questions and methods of study. Statistic shows that the knowing rates of is more than 80%, while the trial rate is only 15% and 65% of the samples remain in the interest and evaluation phase. In addition, this paper makes a correlative analysis of the factors, which can be classified into the factors of the individual samples and the ones of innovative features. Individual factors can be divided into creativity, time pressure, gender, age, disposable income and the average monthly cell phone fees. Innovative features include its own charges, network speed, signal stability, quality of service and content richness.The study shows that innovation has an impact on the stage of interest, time pressure has an impact on the stage of evaluation, while innovative, disposable income and the average monthly cell phone fees have a positive linear correlation with the intention of using 3G in future. Moreover, the analysis shows that, from the aspect of the characteristics of innovation itself, the satisfaction of content and speed has a notable positive linear correlation with the overall satisfaction. However, the other four features have a weak linear correlation with the overall satisfaction. There is no correlation between the above six innovative features and the intend of using 3G in future, while overall satisfaction and future 3G use tend to have satisfaction. Therefore, conclusion can be drawn that separate satisfaction affects the future using tendency through the overall satisfaction.Chapter Four is the discussion of the study results. Based on the sum-up of the using situation of 3G and the comparison of the satisfaction of current and potential adopters, this paper finds out that network speed and signal stability is very important to 3G improvement, and propaganda is helpful to make potential adopters become virtual adopters. Discussed the individual factors that affect the overall satisfaction and the tendency of using, as well as the characteristics of 3G, the author draws a structure chart of the factors affecting the adoption of 3G.Chapter Five is about the utilization of the study conclusion. The author proposes the following five suggestions, which are deducing the fee to less than 50 yuan, improving the quality of signal, enhancing the practicability of websites, and preventing mobile phone crime, in the hope that the conclusions of this study can promote the market of 3G among students. Chapter Six is about the expatiation of the insufficiencies of the research and the development direction of the elaboration. The insufficiencies of the research are the follows. Firstly, similarity of samples'characteristics has negative effects on the results, which leads to the inaccuracy of the whole research. Secondly, this study finds no factors influencing the trial phase of 3G. In addition, through the research, the author realizes that not everyone is in accordance with Rogers'Adoption Process to adopt 3G.Whether the Diffusion of Innovation Theory should be changed under the new cyber situation is yet to be a follow-up study.On the whole,3G, as a new technology of mobile Internet, has great potential. In order to impulse the persistent development of 3G, spreaders should investigate the characteristics of adopters, improve the 3G technology constantly, and bring forward appropriate promotion strategies.