Adoption of 4G Mobile Services from the Female Student's Perspective: Case of Princess Nora University

Abstract

The aim this study was to examine the relationship between the perceived usefulness, perceived ease of use, perceived entertainment, attitude and the users’ intention toward using the fourth-generation (4G) wireless mobile services. Data of this study were collected by survey with a cross sectional approach. The data were analyzed with factor analysis, as well as correlation and regression analyses. The findings reveal that the combination of perceived usefulness, perceived ease of use, perceived entertainment value and attitude are together responsible for determining the users’ intention to use the 4G mobile services. However, the chief predicting factor influencing user intention to use the 4G mobile services is perceived entertainment value. A study of the factors identified should result in a more successful adoption of 4G.