A Study On The Factors Influencing College Students’ Consumption Intention Of3G Mobile Phone Services

In January7,2009, the Ministry of Information Industry issued3G licenses toChina Mobile, China Unicom and China Telecom, which indicates that China hasentered the3G era. In the past few years,3G has got great development. Accordingto the Ministry’s statistics,3G users reached304000000households, occupying the26.1%of mobile phone users in20131-5month. However,3G still need to continueto develop in order to occupy more market.In this study, college students as the starting point, based on the technologyacceptance model and innovation diffusion theory, combined with the theory ofperceived entertainment, and joined the perceived price, the study constructs theresearch model of3G mobile phone service consumer willingness of college students.This model is used to study the influencing factors on the3G mobile phone serviceconsumer willingness of college students. Then the study use Descriptive statisticalanalysis, Factor Analysis and Structural Equation Modeling to analysis variance andverify the assumptions.The empirical study shows: subjective norms, individual innovation andconsumer attitudes of college students have a positive effect on the willingness ofconsumption. From the analysis results of structure equation model, we know,consumer attitudes have the greatest influence on the consumption intention. Nextfactors are the subjective norms and individual innovation. Finally, according to theabove results, some suggestions on the mobile operators are proposed.