A conceptual model for behavioral intention to use 3G mobile multimedia services in Indonesia

The number of subscribers to 3G mobile multimedia services in Indonesia is still low, at 3% of the total population. Currently there are 7.5 million 3G subscribers, compared to the population of 238 million people in Indonesia. Hence, this potential huge market has yet to be approached and exploited. To capitalize on this market, it is important to understand the potential use of the 3G mobile multimedia services in Indonesia. The following questions need to be addressed: (1) What are the factors that influence the behavioral intention of mobile phone users to use 3G mobile multimedia services in Indonesia? (2) Are those factors moderated by certain geographic characteristics of customers, such as gender, age, experience, education, and voluntariness of use? Using insights from an extensive review of literature, discussion with people in 3G businesses, and results from an initial survey of 154 respondents that are mobile phone users but non 3G users in Indonesia, a new conceptual model of behavioral intention to use 3G mobile multimedia services (MMS) in Indonesia is proposed. It is expected that customers´ behavioral intention to adopt 3G MMS in Indonesia are based on performance expectancy, effort expectancy, social influence, facilitating conditions, price of the services and devices, and content. These factors are expected to be moderated by age and gender.