Study of Behavioral Intention for 3G Mobile Internet Technology

Nowadays education tends to go out of the campus. The rapid growth of mobile users will push educational institutions to adopt mobile learning solutions. The IT and telecommunication industries need to understand what factors will influence the users’ intention to adopt m-learning technology to support their implementation. In Thailand, there is lack of studies investigating the users’ intention to adopt this new technology, particularly focused on the Thai culture and society. Therefore, this research-in-progress paper primarily aims to examine the factors affecting the user adoption in mobile learning on 3G mobile Internet technology in Thailand by using technology acceptance model (TAM). This study will be primarily beneficial to the elearning community since they will understand the innovators’ and noninnovators’ perception towards the mlearning.

Abundant information has indicated that the proliferation of 3G technology or Mobile Internet allows consumers and businesses to build connectivity by transcending time and place, increasing accessibility, and expanding their social and business networks. This proliferation will provide the ubiquity, convenience, localization, and personalization for users participating in mobile communications and service activities (Clarke, 2001). While there has been an increasing amount of wireless mobile activity, little attention has been given to user acceptance of 3G technology (Mobile Internet) in Thailand. Research on 3G technology acceptance, therefore, will be extremely worthy in providing useful information, especially at this early stage of 3G Mobile Internet development and implementation. Therefore, this study will be primarily beneficial to the mobile service providers since they can understand the innovators’ and non-innovators’ perception of the service. Furthermore, the results of this study may allow them to better segment and target the market.

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