MalaysianOnlineJournalofEducationalTechnology

2015(Volume3Issue1)

Adoption of 4G Mobile Services from the

Female Student's Perspective: Case of
Princess Nora University

[1]CollegeofBusinessand
Administration,
PrincessNoraUniversity(PNU),
Riyadh
drxbrl@yahoo.com

AwniRawashdeh[1]

ABSTRACT
The aim this study was to examine the relationship between the perceived usefulness,
perceivedeaseofuse,perceivedentertainment,attitudeandtheusersintentiontoward
usingthefourthgeneration(4G)wirelessmobileservices.Dataofthisstudywerecollected
bysurveywithacrosssectionalapproach.Thedatawereanalyzedwithfactoranalysis,as
wellascorrelationandregressionanalyses.Thefindingsrevealthat thecombinationof
perceivedusefulness,perceivedeaseofuse,perceivedentertainmentvalueandattitude
aretogetherresponsiblefordeterminingtheusersintentiontousethe4Gmobileservices.
However, the chief predicting factor influencing user intention to use the 4G mobile
servicesisperceivedentertainmentvalue.Astudyofthefactorsidentifiedshouldresultin
amoresuccessfuladoptionof4G.

Keywords:

wireless mobile services, 4G, adoption, technology acceptance

model(TAM),attitude,intention,AMOS,SEM

INTRODUCTION
Thefourthgenerationmobilecommunicationandtechnologyservice,4G,isacombinationof3Gand
WLAN,withtheabilitytotransmithighqualityvideoimagesandimagetransmissioncomparableinquality
tohighdefinitiontelevisiontechnologyproducts(Haitao&Xiaomin,2012).The4Gsystemcandownloadat
a speed of 100Mbps, about a thousand times faster than the dialup Internet access, upload at 20Mbps
speed,andmeetnearlyalltheuser'srequirementsforwirelessservices(Krikke,2004;Yang,2012).Asusers
aremostconcernedaboutthecost,the4Giscomparableinpricetothefixedbroadbandnetworksandthe
billingismoreflexible,asuserscandeterminetheservicesrequireddependingontheirneeds(Pabstetal.,
2004). Besides, 4G uses DSL and cable modems in those areas without deployment coverage, and then
extendsittotherestoftheareas.Thus,4Genjoysunmatchedbenefits.
Theadoptionofthe4Gmobilehasshowedsteadygrowthacrosstheworld(Lee,Marcu,&Lee,2011).
However,awiderangeof4Gdiffusionlevelsisobservedacrosscountries.SaudiArabiaisinsecondplace
withnochangesinitstelecomsratingscore(ITU,2012).The4GservicesinitiatedbyMobily,SaudiTelecom
Company (STC)andZaininSeptember2011justifiedSaudiArabia'scomparativelyhighIndustry Rewards
scoreof55,about9.9ppovertheregionalaverage(ITU,2012).AlthoughtheSaudiArabianoperatorswere
thefirst,intheMiddleEast,tocommerciallylaunchthenextgenerationdataservices,itisafactthatthese
services entered the country's mobile broadband industry at a favorable time when the regulatory data
showedarapidacceptanceofthe3Gbasedmobilebroadband(ITU,2012).Duetothehigherspeedmobile
dataconnectionsavailable,companiesalsopromptlyincreasedtheireffortsinthemobileapplicationspace
bylaunchingnewservices,thusprovidingmorerevenuegeneratingchannels(ITU,2012).

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InJune2013,ITUestimatedthattherewere2.1billionactivemobilebroadbandsubscriptionsacross
theworld(includingthosehavinga3Gor4Gconnection),whichis29.5%oftheglobalpopulation.Byrecent
estimates,USAwith62.5millionusersmovingto4GnetworksistoprankedintheworldfollowedbyJapan
andSouthKorea(ITU,2012).AccordingtoInforma(Q22013),basedonmarketpenetration,theleadersare
SouthKorea,SingaporeandJapan.ActiveSIMsinMorocco,SaudiArabiaandtheUnitedArabEmirateshave
alreadyexceeded100%ofthepopulation,withrespecttothepenetrationratesandwillsurpass100%in
Algeriain2012andEgyptin2011.InSaudiArabia,thethreeMNOs,EtisalatMobily,ZainSaudiArabiaand
SaudiTelecomCompany(STC),hadlaunchedlongtermevolution(LTE)servicesin2011(Ren21,2011).
Despitetheprovisionof4GMobileaccessatreasonable prices,thedemandfor4GMobilehasnot
increasedasexpectedinSaudiArabiaandmanycountriessuchasJordan.Researchersaresuggestingthat
theprovisionofbroadbandismoredemandconstrainedthansupplyconstrained(Dwivedi,Alsudairi,&
Irani,2010).Thismeansthatinordertoenhancethehomogenousadoptionof4GMobileandtoreducethe
digitaldivide,itisappropriatetofocusonunderstandingthefactorsinfluencingthedecisionsof4GMobile
users(Dwivedietal.,2010),includingstudents.Previousresearchundertakenontechnologyadoption,such
astheTAMmodelbyindividualconsumers,hasalsoemphasizedtheroleofthedemandperspective(Dwivedi
etal.,2010).
Severalstudieshaveofferedinsightsontheadoptionof4GMobile(Shin,2011;Soon,Lama,Hui,&
Luen,2012)tounderstandthe4GMobileadoptioninthedevelopedworldaswellasintheleadingcountries,
suchastheUSAandtheUK.However,fewerstudieshavefocuseduponthedevelopingcountries(Soonet
al.,2012).Inotherwords,ascomparedtothedevelopedcountries,SaudiArabiaisconsideredslowinthe
adoptionanddiffusionof4GMobileadoption.Thismaybeduetothedelayedrolloutofbroadbandservices,
slowerinfrastructuregrowth,lowerteledensityandslowerpaceofadoptionthatcontributetothelackof
4GMobileadoptionresearch(Dwivedietal.,2010).BecauseSaudiArabia,incomparisonwiththeUKa
developed country, is presently lagging in the level of 4G Mobile adoption, it is essential to undertake
research that may assist in explaining the factors that may hasten 4G Mobile adoption. Furthermore, it
believedthat4GMobileServicescanhelpadvanceSaudiArabiaeducationtoahigherlevel,enhancingthe
wellbeingofitspeoplebyassistinginthereleaseofeducation,healthandtelecommunicationsservicesata
moreaffordableratetoalargerpopulation.Givensuchperceivedbenefits,itisessentialtocomprehendthe
factorspresentlyaffectingtheconsumption,acceptanceof4GMobileservicesamongSaudiArabiastudents
and,subsequently,howtofurtherencourageadoptionof4GMobileservicesforeducation.
The proliferation of online information resources have resulted in college students increasing their
campus library information retrieval productivity (Chen & AdviserDehart, 2008; Soon, et al., 2012). In
addition,thetrendofusingtheWorldWideWebtoretrieveinformationisrisingfast(Chen,2008).Students
areevolvingtobebehaviorallydifferentfromothergenerations(Soonetal.,2012).Thisstudentwayoflife
whichinsistsontheintenseusageoftelecommunicationisnowawakeningseveralinternetserviceproviders
totargetthisemergingandexceedinglyprofitabletargetgroup(Dwivedietal.,2010;Soonetal.,2012).
The discussions presented above have provided the motivations, for conducting research on the
student adoption of 4G Mobile amongst Saudi students. Therefore, research on the acceptance 4G
technologywillbehighlyusefulinprovidingpertinentinformation,particularlyatthisstagein4Gmobile
Internetdevelopmentandimplementation.
Thisstudyaimsatexaminingtherelationshipbetweenperceivedusefulness,perceivedeaseofuse,
perceivedentertainment,attitudeandusersintentiontowardsusing4GmobileserviceswiththeTechnology
AcceptanceModel(TAM)astheguidingprinciple.Accordingtostandardpractice,theresearcherconstructed
variablestofullyexplorestudentsperceivedeaseofuse,perceivedentertainmentandperceivedusefulness
ofthesystemaswellastheirintentiontousethe4GMobile.Thefollowingtwoquestionswereposed:
Question1:Whatarethefactorsinfluencingstudents'intentiontoadopt4GMobile?
Question2:Whatarethefactorsinfluencingstudents'attitudetoadopting4GMobile?
This study will chiefly benefit the mobile services providers, as they can better understand the
students'perceptionofthe4GMobileservices.Further,theresultsofthisstudycanallowthemtosegment
andtargetthemarketmuchbetter.

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LITERATUREREVIEW
Asthenumberof4Gusersincreasedsignificantly,itindicatedtheuserswillingnesstoacceptadvanced
wireless technology and participate in activities using 4Gsupported systems which can offer wider
opportunitiesthanotherwirelessservices.BydrawingontheattributesoftheTechnologyAcceptanceModel
(TAM)whichisanestablishedmethodologyintechnologybasedproductacceptanceresearch,Soonetal.
(2012)examinedthefactorsinfluencingtheintentionsofMalaysiancollegeanduniversitystudentstoadopt
4GMobileforacademicandforpleasurepurposes.Soonetal.(2012)proposedfourindependentvariables,
namely perceived ease of use, perceived usefulness, subjective norm and perceived enjoyment. The
dependentvariableofthisstudyisIntentiontoUse(Soonetal.,2012).
Elwood, Changchit, and Cutshall (2006) examined students perceptions and their acceptance of
implementingalaptopprogrambyadoptingTAMasthetheoreticalframework(2006).Fadare,Babatunde,
andTheophilus(2011)examinedthefactorsaffectingstudentsintentiontousemobilelearningbasedmainly
on the TAM (Fadare et al., 2011). Karjaluoto (2007) investigated 3G Mobile services from a marketing
perspective.Thisstudyexaminedthesuccessfactorsanduseracceptanceofthe3Gmobilenetworkandits
services(Karjaluoto,2007).AnotherresearchbyAbubakarandAhmed(2013)examinedthefactorsaffecting
3Gtechnologyperceptionandadoption.Inthetheoreticalframeworkofthestudy,TAMandtheUnified
TheoryofAcceptanceandUseofTechnology(UTAUT)areusedasguidelines.Inordertoanalyze3Gusers
perceptionandbehavioralintention,externalvariables(perceivedusefulness,perceivedeaseofuse,price,
varietyof3Gservices,servicequalityandsocialinfluence)areanalyzedthroughasurveystudy.Theresults
showthatperceivedusefulness,varietyof3Gservices,servicequalityandsocialinfluenceareinfluencing
factorsinthebehavioralintentionof3Gusage(Abubakar&Ahmed,2013).Pagani(2004)conductedastudy
toidentifythefactorsinvolvedintheadoptionof3Gmobilemultimediaservicesandfoundthatperceived
usefulness,easeofuse,price,andspeedofusearethemostimportantdeterminants.
Performance expectancy positively influences behavioral intention and user behavior (Carlsson,
Carlsson, Hyvonen, Puhakainen, & Walden, 2006; Martins, Oliveira, & Popovi, 2014). However, the
practicabilityofthesystemcontinuestorankasthemaininfluentialfactorthatguidestheuserstousethe
technological service. Facilitating conditions positively influence intention and usage (Chang & Cheung,
2001).Socialinfluenceofthe3Gmobiletelecommunicationservicespositivelyaffectsintentionanduse(Ho,
Hung,&Chen,2013;Lu,Yao,&Yu,2005).Thebehavioralintentionofthe3Gmobiletelecommunication
services users positively influences use behavior (Davis, Bagozzi, & Warshaw, 1989; Kuo & Yen, 2009).
Throwinglightonthefactorsthatinfluencetheacceptanceoftechnologyintheusercontext,theTAM,as
seeninFig.1,representsthemostusefulfactorsinpredictingtheuseofsuchtechnology.Davis,Bagozzi,and
Warshaw(1992),proposedamodelbasedonconstructandrelationshipsinviewoftheTheoryofReasoned
Action (TRA).The TAM, derivedchieflyfromtheTRA(Liao,Tsou,&Huang,2007),positsthatindividuals
willingness, rational decisionmaking, attitude and subjective norm positively affect their behavioral
intention. Thesubjective normrelatestotheindividualsconvictionthattheyshouldexpressaparticular
behaviorwhichisexpectedofthembythosetheyconsiderimportant(Davisetal.,1989;Rawashdeh,2011).
TRAshowsthatattitudeandsubjectivenormsindependentlyaffectintentions(Davisetal.,1989;Rawashdeh,
2013), whereas in the TAM, perceived usefulness and perceived ease of use have been found to directly
affectattitude(Davisetal.,1989;Rawashdeh,2013).AccordingtoDavisetal.(1992),thesubjectivenorm
hadnosignificanteffectontheintentionsmorethanperceivedusefulnessandperceivedeaseofuse,and
therefore,itwasomittedfromtheoriginalTAM.

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Fig.1.TheTechnologyAcceptanceModel.
ThebasicconstructsofTAM,withoutanyexternalvariablesbeingappliedontheacceptanceofonline
businessmanagementandindustryeffectwereempiricallytestedbyOrtega,Martinez,andDeHoyos(2006).
Usingthe4Gwirelesstechnology,operatorscanprovide4Gservicescontaininganassortmentofentertaining
andengagingservices.

Fig.2.TheProposedModelfor4Guse.
Thus, this study aims at providing a theoretically justified research model that extends TAM by
proposingtheinclusionofperceivedentertainmentvalue(PEV)alongwiththeuseof4Gservices,andto
empiricallytestthefactorsinfluencingtheuseof4Gmobileservices(Fig.2).
2.1PerceivedUsefulness(PUF)
Davisetal.(1992)definedperceivedusefulnessastheprospectiveuserssubjectiveprobabilitythat
usingaspecificapplicationsystemwillincreasehisorherjobperformancewithinanorganisationalcontext.
Based on this definition, usefulness was ascertained as the key determinant in the usage behavior and
intention (Pynoo et al., 2012). Subramanian (1994) reiterated two belief measurements (perceived
usefulnessandperceivedeaseofuse)byemployinganewdatasetfortwodifferenttechnologies.Hefound
thatonlyperceivedusefulness,andnotperceivedeaseofuse,directlyaffectedusagebehaviorbyemploying
the Structural Equation Modelling (SEM). The direct effect of perceived usefulness on intention was
attributed to performance expectancy having a direct influence on intention, regardless of the affective
reaction,inworkplacecontexts.However,otherresearchhasfoundtheeffectofattitudeonintentiontobe
quiteimportant(e.g.,Mathieson,1991).Further,insocialpsychology,theroleofattitudeasadeterminant

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ofbehaviorhasbeenwelldocumented(seeAjzen,2002)Also,Ajzen(2002)notedthatinsocialbehaviors,
attitudecapturesbothaffectandevaluation.
Therefore,perceivedusefulnessisdescribedastheextenttowhichanindividualbelievesthatuseof
4Gmobileserviceswillimprovetheircommunicationalperformance.Thefollowinghypothesesareproposed
basedonthisfact:
H1.Perceivedusefulnesswillpositivelyaffectattitudetowardusingthe4Gmobileservices.
H2.Perceivedusefulnesswillpositivelyaffectbehavioralintentiontowardusingthe4Gmobileservices.

PerceivedEaseofUse(PEU)
IntheITliterature,connectionshavebeenempiricallyverifiedbetweenthe perceivedeaseofuse,
perceived usefulness and attitude in the TAM theory. Various studies have employed different usage
measuresandfoundthemtoconcurwiththeTAMresults,inwhichitstwobeliefsbearaclosecorrelationto
attitude(Adams,Nelson,&Todd,1992;Igbaria,Zinatelli,Cragg,&Cavaye,1997).Manystudieshavealso
testedtheeffectsoftheexternalvariablesontheperceivedeaseofuse(Hong,Thong,Wong,&Tam,2002;
Igbariaetal.,1997),andfoundsuchaneffectfullyindependentofperceivedeaseofuse(Liaoetal.,2007).
According to Davis (1989) and Davis et al. (1992), perceived ease of use influences perceived
usefulness,andperceivedusefulnessandperceivedeaseofusewillinfluencebehavioralintentionandactual
usage.Thereisalsosignificantevidencesupportingtheroleofperceivedeaseofuseasadeterminantof
perceivedusefulnesswhichisbasedontherationalethattheeasieratechnologyistouse,themoreuseful
itcanbe(e.g.,Davisetal.,1989;Venkatesh&Davis,2000).Ontheotherhand,Igbaria,Parasuraman,and
Baroudi(1996)foundsupportforapositiverelationshipbetweenperceivedentertainmentvalueandsystem
usage. By contrast, perceived complexity was negatively correlated with perceived entertainment value
(Igbariaetal.,1996).Thesefindingsleadtotheexpectationthattheeasiersensoryenabling4Garetouse,
thegreatertheperceivedentertainmentvalueofthecommunicationalperformance.

Here,theresearcherdefinesperceivedeaseofuseasthedegreetowhichtheuseofthe4Gmobile
servicesbytheuserisperceivedaseasyoreffortless.Thus,thefollowinghypotheseshavebeenproposed:
H3.Perceivedeaseofusewillpositivelyaffectthebehavioralintentiontowardusingthe4Gmobile
services.
H4.Perceivedeaseofusewillpositivelyaffecttheperceivedusefulnessofusingthe4Gmobileservices.
H5. Perceived ease of use will positively affect the perceived entertainment value of using the 4G
mobileservices.

Attitude(ATT)
Attitudeiswellrecognizedasacauseofintention.Intermsofthe4Gmobileservices,theirfeatures
canbeseensimplyasanextensionoftheG3serviceswithsignificantdifferencesinthespeedandbandwidth
togainaccesstothewirelessnetwork.Amajorityoftodayscustomerswillprobablyhavebeenexposedto
4Gmobilephonesanddevelopedarangeofattitudes,fromveryfavorabletohighlyunfavorable,toward
using them. Earlier empirical studies have revealed such generalized attitude and its influences on the
evaluationofthenewtechnologyinsimilarsituations(Lederer,Maupin,Sena,&Zhuang,2000;Moon&Kim,
2001;Vijayasarathy,2004).Inthisresearch,attitudeishypothesizedasbeingaresultoftheinfluencesofthe
intentiontowardusing4Gmobileservices.Itisdefinedasthedegreetowhichanindividualsattitudeis
disposed,favorablyorunfavorably,towardsthe4Gmobileservicesusage.Thus,thefollowinghypothesishas
beenproposed:
H6.Attitudewillpositivelyaffectbehavioralintentiontowardusing4Gmobileservices.

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PerceivedEntertainmentValue(PEV)
Entertainmentvalue,simplymeansspendingtime/havingfun,particularlyinsituationswhenaccess
towiredentertainmentappliancesisnotpossiblee.g.killorfilltimewhiletravelingtouniversity.Igbariaet
al.(1997)haveindicatedthatperceivedentertainmentvaluesignificantlyaffectsintentiontousecomputers.
Blanco,Blasco,andAzorin(2010)foundthattheentertainmentandinformationthattheusersperceive
throughmobileadvertisingaffecttheirattitudes.Theusersperceptionsoftheentertainmentvaluehavea
positivecorrelationwiththeirattitudes(VanderWaldt,Rebello,&Brown,2009).GardnerandAmoroso
(2004)intheirstudyanalyzedtheindividualacceptanceandusageofawebsiteusingtheextensionprovided
by TAM, which added the perceived entertainment value, in which perceived entertainment value and
attitude had a significant relation. This study showed that from the point of website usage perceived
entertainmentvalueisanimportantfactor.AccordingtoHwangandLee(2013)entertainmentwillbecome
the biggest driver for mobile services because people have a natural limit to the time they spend on
applicationssuchasbankingandgovernance.Forinstance,apersonmayspendawholedaywatchingmovies
orvideos,butislesslikelytospendasmuchtimeoneducationandhealthcareservices.Thus,thefollowing
hypothesesareproposed:
H7.Perceivedentertainmentwillhaveapositiveeffectonattitudetowardusingthe4Gmobileservices.
H8.Perceivedentertainmentwillhaveapositiveeffectonbehavioralintentiontowardusing4Gmobile
services.

BehavioralIntention(BI)
Behavioralintentiontouseaserviceisameasureofthepossibilitythatonewilladopttheapplication,
whereas the TAM uses the actual usage to represent a selfreported measure of time or frequency of
adoptingtheapplication(Davisetal.,1989).However,itisneithereasynorpracticaltoobtainanobjective
measurementofanindividualsintentiontoexpressaparticularbehavior.Severalresearcheshaveshown
theexistenceofboththeoreticalandempiricalsupportforastrongcorrelationbetweentheintentionto
engageinaparticularbehaviorandtheactualbehavioritself(Dabholkar&Bagozzi,2002;Lucas&Spitler,
1999).Tomaintaininstrumentbrevity,behavioralintentionisadoptedasanindividualsintentiontouse4G
mobileservices.

METHODOLOGY
Tostudythesuccessfactorsthatcouldinfluencetheusersattitudetoward4GinSaudiArabia,the
studysamplewaschosenatrandomfromtheregistrationdepartmentinPrincessNoraBintAbdulrahman
University(PNU)basedontheregistrationnumbers.Theirselectionisjustifiedbythefactthattheyrepresent
thehighlyeducatedsectorofsociety,theypossesssmartphoneswith4Gandmayhavehadpriorexperience
inusing3G.
Outof500questionnaires,only280werefoundtobeusable(responserate56%),forfurtheranalysis.
PreviousresearchofthistypeconductedbySoonalsohadanextremelylowresponserate,withonly120
usableresponsesinthesample(Soonetal.,2012).Likewise,Oh,Ahn,andKim(2003)basedtheirconclusions
on 211 questionnaires (response rate 52.75%). The questionnaire itself consists of two main parts: the
demographicprofileoftherespondentsandtheirperceptionsandattitudetowardusing4Gmobileservices.
The items used were measured by adapting from Davis et al. (1989). Then the crosssectional data were
collectedbyasurveyandanalyzedusingAMOS20andSPSS17software.

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DATAANALYSIS
ProfileofRespondents
Astatisticalelaborationofthesamplewasdone,sincethisstudyisacasestudyofthePNU.PNUisa
womens university in Saudi Arabia and the largest womenonly university in the world. The gender
distributionofthesurveyrespondentsis100%females.Theresultsalsoindicatedthat100%ofthesample
wasagedbetween18and25years.

FactorAnalysis
Factoranalysiswasthenperformedonthepilotstudydata.Thetestresultsweresatisfactory,with
threefactorscorrespondingtothefiveintendedfactors(PerceivedUsefulness(PUF),PerceivedEaseofUse
(PEU),PerceivedEntertainmentValue(PEV),Attitude(ATT)andBehaviorIntention(BI))beingrevealedwith
factorloadingvaluesbetween0.634and0.850(Table1).
Table1RotatedComponentMatrix

PUF1
PUF2
PUF3
PUF4
PEU1
PEU2
PEU3
PEU4
PEV1
PEV2
PEV3
PEV4
ATT1
ATT2
ATT3
ATT4
INT1
INT2
INT3

PUF
0.806
0.797
0.796
0.788
0.145
0.072
0.006
0.069
0.013
0.107
0.055
0.067
0.094
0.100
0.140
0.114
0.215
0.190
0.172

PEU
0.034
0.110
0.066
0.085
0.793
0.738
0.634
0.748
0.070
0.076
0.167
0.074
0.052
0.052
0.081
0.104
0.173
0.117
0.130

PEV
0.053
0.041
0.049
0.071
0.097
0.094
0.118
0.028
0.817
0.812
0.796
0.797
0.096
0.254
0.113
0.125
0.208
0.190
0.206

ATT
0.117
0.067
0.152
0.075
0.082
0.038
0.067
0.058
0.170
0.081
0.163
0.132
0.844
0.754
0.770
0.772
0.297
0.253
0.257

INT
0.173
0.090
0.069
0.126
0.037
0.011
0.209
0.078
0.271
0.116
0.073
0.100
0.107
0.247
0.150
0.232
0.828
0.850
0.828

ReliabilityAnalysis
Thereliabilityofscalerevealsthatthestudyisrandomerrorfree.Inthisstudy,internalconsistencyis
measuredwithCronbachscoefficientalpha(),whichgivesanindicationoftheaveragecorrelationamong
alltheitemsconstitutingthescale.Valuesrangefromzerotoone,inwhichthehighervaluesindicategreater
reliability.Table2showstheresultoftheanalysisoftheCronbachsalphascaleforperceivedusefulness,
perceivedeaseofuse,behaviorintention,perceivedentertainment,andattitude,whereitsvalueismore
than.7.Thisimpliesthatthesurveyinstrument(questionnaire)isareliabletoolwithwhichtoconsistently
measurealltheconstructs.Moreover,allthemeasuresoftheconstructshadbeenusedinpriorstudies,and
havethusbeenvalidated(Table2).

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Table2Cronbachscoefficientalpha
Variable

Cronbachscoefficientalpha
0.83

0.73

0.86

0.85

0.92

PerceivedUsefulness(PUF)
PerceivedEaseofUse(PEU)
PerceivedEntertainmentValue(PEV)
Attitude(ATT)
Intention(INT)

CorrelationAnalysisofVariables
Toidentifythecorrelationsbetweenthefivevariables(PerceivedUsefulness(PUF),PerceivedEaseof
Use(PEU),PerceivedEntertainmentValue(PEV),Attitude(ATT)andBehaviorIntention(INT)),thePearson
correlationwascalculated.Itwasalsousedtodescribetherelationshipbetweenthedependentvariableand
theoutcome.Allthemajorvariableswerecorrelatedtogetheremployingthecorrelationtest.Theaverage
scoreofthemultiitemsforaconstructwascomputedasasingleconstructinthequestionnaireandwas
measuredbymultipleitems.Thescorewaslaterusedinfurtheranalysissuchascorrelationanalysisand
regressionanalysis(Wang&Benbasat,2007).AscitedbyWongandHiew(2005),thecorrelationcoefficient
value(r)rangingfrom.10to.29,isconsideredweak;from.30to.49itisconsideredmedium;andfrom.50
to1.0itisconsideredstrong.However,accordingtoBlunch(2012),thecorrelationcoefficientshouldnot
cross.8,toavoidmulticollinearity.Asthehighestcorrelationcoefficientvalueinthisresearchis.536,which
islessthan.8,themulticollinearityproblemdoesnotexisthere(Table3).
Table3CorrelationMatrixandMeanValues

PUF

PEU

PEV

ATT

INT

PUF
PEU
PEV
ATT
INT
Mean
Std.Deviation

1.000
0.214
0.180
0.303
0.384
4.772
0.470

1.000
0.259
0.220
0.310
5.231
0.363

1.000
0.374
0.434
5.718
0.508

1.000
0.536
6.010
0.642

1.000
6.012
0.854

ModelAssessment
Forinvestigatingconformanceonexpandingexpectedparameterestimates,tostartwithitisvitalto
assess fit of individual parameters in the hypothesized model for determining viability of their estimated
values. Generally parameter estimates exhibit correct size and sign and are consistent with underlying
theory; unexpected estimate will indicate either inappropriateness of the model or missing input data.
Resultsshowthat estimatesweremuchnormalas wellasacceptable.Inexamining parameterestimates
reliability, another test statistic is C.R. (critical ratio) that represents parameter estimate divided by SE
(standard error). As a rule of thumb, the critical ratio must be > 1.96 for an estimate to be acceptable
(Jreskog&Srbom,1996;Lien,Lytle,&Komro,2002).TheresultsshowedthateveryC.R.valuewasbigger
than1.96henceindicatingthatallofthemwereacceptable.Forthefitstatisticsreview,onreviewingthefit
statisticsfromTable4,itwasnotedthatallfitstatisticsindicategoodnessoffit.Keyfitstatisticsdisplayed
valueof2equalto149.081,0.369aspvalue,0.948asGFI,0.944asNFI,0.998asCFI,0.998asTLI,0.017as
RMR,1asPCLOSWand0.011asRMSEA.Allthesestatisticsshowmarginalverygoodfitaspercommonly
suggestedcriteria(Table4).

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Table4FitStatisticsofModel
FitStatistic
Chisquare
DF
Chisquaresignificance
Chisquare/DF
GFI
TLI
NFI
CFI
RMR
PCLOSE
RMSEA

Suggested

p>0.05
<5.0
>0.90
Closeto1indicatesaverygoodfit
>0.90
>0.90
<0.05
>0.50
<0.05

Obtained
149.081
144
0.369
1.031
0.948
0.998
0.944
0.998
0.017
1.000
0.011

StructuralModelResultsandTestsofHypotheses
Thisstudyemploysthestructuralequationmodeling(SEM)totestthehypotheses.Thefirststepin
modelestimationinvolvedexamining the modelfitresultsofthehypothesizedmodel.Somecommon fit
indicesreportedinstructuralequationmodelingaredesignedtoidentifymodelgoodnessoffit.Common
criteriaforSEMhavebeenpreviouslysuggestedandtheresultsarepresentedinTable4(Jreskog&Srbom,
1996).Intheseresults,thestructuralmodelpresentedhereindicatesadequatefitwiththeobserveddata,
comparedwiththesuggestedfitcriteria.
Fig.3presentsresultsfromthepathanalysisofthecombinedhypotheses.Thefirsttwohypotheses
proposedthatperceivedusefulnesswouldpredictattitudetowardusingthe4Gmobileservices(Hypothesis
1),andbehavioralintentiontowardusingthe4Gmobileservices(Hypothesis2),bothwithpositivesigns.The
pathforHypothesis1wassignificant(=0.41,C.R.=4.251);thepathforHypothesis2wassignificant(=
0.44,t=3.688).Thus,Hypothesis1andHypothesis2weresupported.ThisresultisanalogoustoDabholkar
andBagozzi(2002)andDavisetal.(1989)andimpliesthatperceivedusefulnessisamajordeterminantof
attitudeandintentiontowardusingthe4Gmobileservices.
Onfurtherinvestigation,thethird,fourthandfifthhypothesesproposedthatperceivedeaseofuse
wouldbeapositivepredictorofthebehavioralintentiontowardusingthe4Gmobileservices(Hypothesis
3),perceivedusefulnessofusingthe4Gmobileservices(Hypothesis4)andperceivedentertainmentvalue
ofusingthe4Gmobileservices(Hypothesis5).ThepathforHypothesis3,(=0.32,C.R.=2.028),thepathfor
Hypothesis4,(=0.35,C.R.=2.73)andthepathforHypothesis5,(=0.46,C.R.=4.071)weresignificant.
Thus,Hypothesis3,Hypothesis4andHypothesis5weresupported.Thepositiveintentionoftheusertouse
the4Gmobileservicesisbecauseitiseasytolearnquicklytousethe4Gservicesandunderstandhoweasy
itistouseit.ThiscorroboratesthefindingsbyDavisetal.(1989).Thehypothesisregardingtheimpactof
perceivedeaseofuseonperceivedusefulnessisinlinewiththefindingsofpreviousliterature(e.g.,Daviset
al.,1989;Venkatesh&Davis,2000).SimilartoIgbariaetal.(1996),thefindingsleadtotheexpectationthat
the easier sensory enabling 4G are to use, the greater the perceived entertainment value of the
communicationalperformance.Hypothesis6proposedthatattitudewillhaveapositiveeffectonbehavior
intention toward using the 4G mobile services. Attitude revealed a significant relationship with behavior
intentiontowardusingthe4Gmobileservices(=0.57,C.R.=6.065).Itspvalueis=.0000,positingthat
Hypothesis3isstronglysupported.Thisimpliesthatusingthe4Gservicesisagoodattitudeandagoodidea.
Thus,theroleofattitudesinshapingbehavioralintentionisevidentwhentherelationshipbetweenattitude
andbehavioralintentionissignificant(Davisetal.,1989).Theassumptionthatattitudesstrongly,positively
anddirectlyinfluencetheintentiontousethemobiledevices/servicesisreinforcedwhenthecoefficientsof
attitudearestudied(Table5).

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The seventh and eighth hypotheses proposed that perceived entertainment value would predict
attitudetowardusingthe4Gmobileservices(Hypothesis7),andbehavioralintentiontowardusingthe4G
mobileservices(Hypothesis8).ThepathforHypothesis7wassignificant(=0.57,C.R.=5.878),andsowas
the path for Hypothesis 8 (= 0.46, t = 3.756). Thus, Hypothesis 7 and Hypothesis 8 were supported.
SummarizedresultsforthehypothesistestsareshowninTable5.Thegreatdiversityinthe4Gservicescan
inspiretheuserswithmoreimaginationspacethatwillencouragethemtoexperienceenjoymentinusing
the4Gmobile.TheseresultsareconsistentwithpriorstudiesonperceivedentertainmentbyHwangandLee
(2013),whoindicatedthatperceivedentertainmentsignificantlyinfluencesintentiontousesocialnetwork
mobile(Table5).
Table5RegressionWeights:(Groupnumber1Defaultmodel)

PEV
PUF
ATT
ATT
INT
INT
INT

<
<
<
<
<
<
<

PEU
PEU
PEV
PUF
PUF
ATT
PEV

Estimate

S.E.

C.R.

0.456
0.409
0.565
0.406
0.444
0.567
0.462

0.112
0.11
0.096
0.095
0.12
0.093
0.123

4.071
3.729
5.878
4.251
3.688
6.065
3.756

***
***
***
***
***
***
***

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Figure3.AMOSGraphicoftheModel
Inaddition tothe testsofhypotheses,directandindirecteffectsofeachvariablearepresentedin
Table6.

Table6Direct,indirectandtotaleffects

PE
V
PU
F
ATT
INT

PEU
Direc
t

Indirec
t

Tota
l

0.46

0.00

0.41
0.00
0.35

PEV
Direc
t

Indirec
t

Tota
l

0.46 0.00

0.00

0.41 0.00

0.42
0.63

0.42 0.57
0.99 0.46

PUF
Direc
t

Indirec
t

Tota
l

0.00 0.00

0.00 0.00

0.32

0.57 0.41
0.78 0.44

ATT
Direc
t

Indirec
t

Tota
l

0.00 0.00

0.00

0.00

0.00 0.00

0.00

0.00

0.23

0.41 0.00
0.67 0.57

0.00
0.00

0.00
0.57

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CONCLUSIONANDRECOMMENDATIONS
The contribution of this study toward theory is that it integrates the TAM model with perceived
entertainmentvalueinordertoenhanceknowledgeof4GMobileadoptionfromthestudentsperspectives.
Thisarticlestudiedtherelationshipbetweenperceivedusefulness,perceivedeaseofuse,perceived
entertainmentvalue,attitudeandthestudentsintentionofusingthe4Gmobileservices.Theresultsindicate
thatthestudentsintentiontousethe4Gmobileservicesisdeterminedbytheirunderstandingregarding
the usefulness and its ease of use and access to the 4G mobile services functions. Further, the results
highlightedtheimportanceoftheperceivedeaseofusetowardthe4Gmobileservicesintermsofhoweasy
oreffortlessitistocommunicatewithoneanother.
Themajortheoreticalofferingofthisresearchwastoconfirmtheroleofentertainmentvariablewhen
explainingtheactualadoptionof4GMobile.Thiswasconsideredtobeoneoftheimportantresearchissues
ofthisstudy,whichistoinvestigatetheentertainmentvalueinordertodetermineitseffectontheadoption
of4GMobile.EmpiricalfindingsfromtheVenkateshandBrown(2001)studyestablishedthat,whenadopting
atechnology,theroleofperceivedentertainmentvalue(PCgamesandvideogames)wasimportantasa
factor for consideration in the user decisionmaking process (Venkatesh & Brown, 2001). The perceived
entertainmentvalueofaPCwasmuchmoreenhancedbytheadventoftheInternet(Venkatesh&Brown,
2001). The Internet offered the opportunity to play online games (Visser, Antheunis, & Schouten, 2013),
downloadmusicandvideo,chat,andsendonlinemessages(Fariasetal.,2013).However,thispotentialwas
severelyhamperedbytheslowspeedof3G(Ali,2013).Thisbarrierisbeingovercomeby4G,whichoffers
faster download speeds and streaming capabilities to Internet users, and hence more convenience and
compellingenvironments(Ali,2013).
Consideringtheperceivedentertainmentvaluethat4Goffersincomparisonto3Gmobileservices,it
was expected that users who perceive 4G mobile services as a good entertainment medium will
eventually adopt the technology (Eizan Azira & Omar, 2013). The findings support the underlying study
hypotheses that states perceived entertainment value will have a significant positive influence on the
attitudeandbehavioralintentiontowardusingthe4Gmobileservices.Thefindingswereconsistent with
previous literature (Ali, 2013; Eizan Azira & Omar, 2013) suggesting that a key factor in determining
broadband adoption was the PC bang phenomenon in South Korea. The findings are also supported by
MorganandRavindran(2014),whomaintainedthatbroadbandusersaremorelikelytousetheInternetfor
entertainmentincomparisontonarrowbandusers.Inlightoftheabove,thecurrentfindingssignificantly
enhancetheappreciationofuseracceptanceofthemobilecommunicationservices.Aseriousconsideration
ofthefactorsthusfaridentifiedwillgoalongwaytowardensuringamoresuccessfuladoptionof4G.The
resultssuggestthatthe4Gmobileservicesusersmustbeprovidedwithmorevariedandentertainingways
ofcommunicating,whichareatthesametimeeasilyaccessibleandconvenienttouse.
ThisstudyinthecontextofSaudistudentswillprovideample4GMobileresourcesforotherArabcities
orcountriessuchasOman,JordanandEgypt).Thisstudyisoneoftheinitialeffortsthatprovideprimarydata
inthecontextofthestudentsinSaudiArabiaandsupportstheaforementionedtheory.Thefindingsofthe
currentstudyclearlyillustratethattheSaudiArabia4GMobileusers(students)dotendtousethe4GMobile
toincreaseproductivityfortheirhomework/studyrelatedtasks.
Considering the inhomogeneous adoption of 4G Mobile adoption this research also provides
implications for policy makers and the providers of 4G Mobile in order to encourage and promote
homogenous adoption. Considering the slow adoption of 4G Mobile for education purpose, the policy
makersinthiscasetheeducationindustryholdsaparticularinterestinthefindingsofthisstudy.Policy
makersarecurrentlyinvestigatinghowtoincreasediffusionof4GMobilewithintheirownuniversities,and
so information on other universities experiences will be useful. On other hand, the telecommunications
companies are interested in determining how to improve their strategies. Therefore, this study offers an
understandingofthe4GMobileadoptionstrategiesatthestudentlevel.Thisisparticularlyusefulasthere
arefewstudiespublishedonstudentadoptionof4GMobileinSaudiArabia.Future research is warranted to
evaluate and analyze the 4G market, as well as to investigate the financial and industrial implications associated
with the 4G market.

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