Impact of Introducing 3G Cellular Data Services on Consumer Behavior

Considering the introduction of the 3G mobile data service at the beginning of 2018 in Palestine, this book investigates the factors that influence consumers' behavior in Bethlehem Governorate. The research framework is based on the Theory of Planned Behavior (TPB) with the attitude, subjective norms, and perceived behavioral control factors. In addition to the extension of Technology Acceptance Model (TAM) including the perceived usefulness and perceived ease of use factors. The perceived enjoyment factor was added to the model along with the TPB and TAM in order to examine the influence on the behavioral intention to use 3G cellular data. A simple random sampling strategy was applied where the sample size included 402 Palestinian 3G's consumers. The data was analyzed by Statistical Package for the Social Sciences (SPSS) and Structural Equation Modeling (SEM). The results indicate that perceived behavioral control, perceived enjoyment, and subjective norms are the influential factors. Whereas, perceived usefulness, perceived ease of use and attitude are not influencing the behavioral intention to use 3G data service.