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

Hae S. Jung, Jong K. Shin, Min S. Park, Graham Hooley, Nicholas Lee, Hyokjin Kwak, Sung H. Kim

Research output: Contribution to journalArticle

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.
Original languageEnglish
Pages (from-to)11-23
Number of pages13
JournalJournal of Global Academy of Marketing Science
Volume19
Issue number4
DOIs
Publication statusPublished - 2009

Keywords

  • HSDPA
  • attitude toward service
  • risk Innovativeness
  • perceived
  • intention to use

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