Page 1

PERCEIVED VALUE INFLUENCE ON CONSUMERS INTENTION

TO USE 3G MOBILE VALUE ADDEED SERVICES IN NIGERIA



A Dissertation by:
Kelechi Samuel Onyebuchi
11035045

Submitted to
Dr. Amit Mitra

In partial fulfillment of the requirement for Masters in International Management by
Bristol Business School, University of the West of England, United Kingdom.






Page 2






ABSTRACT
With the advance of mobile phone technology, opportunities gearing towards improved
communication, information sharing and profitable relationship between telecom operators and there
subscribers remain tremendous. With the development in mobile internet technology, such as
introduction of 3G networks, new doors has been opened for people using mobile devices with faster
and more convenient way of carrying out there daily activity . Mobile phone users can access variety
of value added services enabled by their network providers. Mobile phone service providers, existing
in a very competitive industry, have come to accept the increasing popularity and need for services
which create value for the customers. This in-turn provides promising opportunities for mobile
telecom operators to integrate various commercially demanded services into mobile concepts. In
other words, a huge market has been created for mobile value added services to strive (MVAS). The
study aims to analyse how key perceived factors adapted from the Technology Acceptance Model
can possibility influence individuals intention to adopt 3g mobile value added services. Generally
the study explains (1) The need and significance of critical perceived factors on consumers
behaviour (2) Awareness level and pattern of usage among respondents and finally, demographic
characteristics of individuals who are prone to use 3g mobile services in the future and their
expectations of it. The study was conducted via an online survey, whereby 58 completed responses
are obtained. The study also made use of a descriptive and multivariate logistic regression statistics
to analyse its data, whereby the test of internal consistency was carried out in ascertaining the
reliability of the research constructs on the study objective.
Page 3












ACKNOWLEDEGEMENT
First of all, from the depth of my heart I would honestly use this opportunity to thank my supervisor,
Dr. Amit Mitra, for his constant guidance and ever enduring patience. In all my life, I have never
seen a man with such patience and calmness in giving out his instructions. Without his supervision
and calm approach to issues, my research would have been an incomplete piece of work.
I owe a lot to my brother, friend, boss, mentor, sponsor and guardian, Mr. Sam Okwulehie, for his
relentless hope in me, financial and moral support during my journey here in a foreign land. I admire
you a lot.
I wish to thank my mum, Mrs Ijeoma Onyebuchi Nwoji, for all her prayers, and also my big
brother, Dr. Uchenna Onyebuchi, for his entire professional writing guidance which he offered and
my dearest housemates and friends in Bristol. Thank you for all the encouragement and attentions I
got from you all.
Finally, I give all honour to my heavenly father and creator for his constant love and grace which
enabled me to finish up this research. I am grateful for all your love and support


Page 4

















TABLE OF CONTENT
CHAPTER 1 - INTRODUCTION 7
1.0Introduction. 7
1.1 Overview of
Nigeria... 8
1.2 Evolution of the Mobile
Industry.. . 8
1.3 GSM Operators in
Nigeria. 11
1.3.1 MTN
... 11
Page 5

1.3.2 GLO
Nigeria 11
1.3.3 Airtel
12
1.3.4 Etisalat
.. 13
1.4 3g Mobile Services (Concept &
Evolution) 13
1.5 3g Technology. 15
1.6 Importance of the Research. 16
1.7 Research Questions.. 17
1.8 Structure of the
thesis.. 18

CHAPTER 2 LITERTAURE REVIEW..21
2.0 Mobile Value Services Identification 21
2.1 Value Creation as a Key to Competitive Capabilities.25
2.2 Definition of Customer Perceived Value 32
2.2.1 Customer Behavior... 32
2.2.2 Brief Discussion in the Value Dimension. .35


2.3 Research Model & Hypothesis Development. 38
2.3.1 Technology Acceptance Model.. 40

2.4 Proposed Hypothesis. 43
2.4.1 Perceived Usefulness & Perceived Ease of Use.. 43
Page 6

2.4.2 Attitude towards Usage 45
2.4.3 Social Influence 46
2.4.4 Perceived Enjoyment 47

CHAPTER 3 - METHODOLOGY.49
3.0 Measurement Instrument.. 49
3.1 Sample and Data Collection Procedure. 49
3.1.1 Sample Selection 51
3.1.2 Sample Technique 52
3.1.3 Questionnaire Structure. 54

CHAPTER 4 DATA ANALYSIS...............55
4.0 Respondents Demographic Analysis 55
4.1 Reliability Analysis61
4.2 Pearson Correlation Analysis63
4.3 Multiple Regression Analysis 65
4.4 Hypothesis Testing 66

CHAPTER 5 DISCUSSION & CONCLUSION ..69
5.0 Discussion.69
5.1 Practical Implication.70
5.2 Limitation 72
5.3 Conclusion73


REFERENCES 74
APPENDIX ..
Page 7

A. Summary of Respondents
B. Reliability Analysis
C. Questionnaire Sample
D. Correlation Analysis
E. Multiple Regression Analysis
LIST OF TABLES:
Table 1: Formulated Table for 3g Mobile Services Selection. 24
Table 2: Research Proposed 3g Mobile Services Categorization 25
Table 3: External Factors Affecting Usage.. 58
Table 4: Current Usage of 3g Mobile Added Services by Respondents... 58-59
Table 5: Demographic Characteristics of Respondents.60-61
Table 6: Cronbach Alpha Value of Summated Factors.. ..62
Table 7: Bivariate Correlation Results.. 63-64
Table 8: Social Influence Value Frequency..67
Table 9: Multiply Correlation Summary of ATU & PU 68


CHAPTER ONE
INTRODUCTION
1.0. Background of Study
Posed with the impact of Globalization, mobilization and individual increasing demand for instant
services are the trends changing the way people source information and services while on the move.
Voice calls in the Nigeria mobile market, has reached its point of saturation, due to number of
reasons, such as increasing number of competitors, using tariff cut to gain market share and
dominance. The saturation caused by the market competition, in other words, gave a sharp decline in
the average revenue per users of the network operators. This raised the issue for an alternate source
Page 8

of revenue in the mobile market, bringing about the introduction of 3G mobile technology to
improve mobile services. Globally, consumers and content providers have now come to realize that
mobile phone are devices which cannot only be used for making calls, rather they are now
personalized or customized tools for effective delivery of services or wants. Mobile value added
services is the future in which the telecommunication industry is living in at the moment, and from
the look of things it has come to stay, because it has brought about innovative diversified usage of
the mobile phone. In Nigeria today, mobile phone users have access to variety of value added
services enabled by existing network providers via SMS, USSD, GPRS and Internet platforms.
Internet is increasing information to be published at a global scale, which can now be easily accessed
with a touch of a button, while the SMS platform which provides mobile subscribers with interactive
based mobile services.
From a business point of view, MVAS offers some kind of services, which offers personal value to
the user, and the subscribers are willing to pay a price premium for the services.
Past studies and Literatures have said a lot on the advancement of mobile Technology and its
acceptance in the developing countries, while neglecting issues concerning end-users and the choices
they make towards their intention to use these services. In a nut-shell, this research will pay close
attention on perceived value definition, factors or drivers which motivates consumers adoption of
selected services that emerged with the introduction of 3G technology

1.1 OVERVIEW OF NIGERIAN
Nigeria has the largest population in Africa, with over a 150million inhabitant, making it the most
populous nation in West Africa and the eighth most populous county in the World. According to a
United Nations (2004) population projection, the country will have a population estimate of 210m in
the year 2025, which would likely make it the sixth largest in the world. Nigeria has one of the most
ethnically diverse populations in the world. The nation is known for its abundant variety of customs,
Page 9

languages and ethnic groups. Two main Religious groups dominates most in the society, which are
the Islam and Christians, representing the three largest ethnic groups being the Hausa, Igbo and
Yoruba, which together account for about 70% of the population. The Hausas make up the larger
part of the population, being predominantly Muslims from the northern part of Nigeria, Igbos are
predominant in the south-east, while the Yorubas are pre-dominant in the south-west. The official
communication language in the country is English, although most times, it is a common thing seeing
indigenes who can speak two or more local languages.
Nigerians population is made up most of the working population or active age bracket (15-65), being
55% of the population, while the dependent age bracket (0-14), is about 42%, and 3% make up for
the age bracket above 65 (Pyramid Research, 2010, Pg. 24.The Impact of Mobile Services in
Nigeria)
Economically, the countrys oil and gas sector accounts for the major share of its GDP Growth.
According to the Nigerian Bureau of Statistics (2012), oil and mineral resources accounted for 94%
of the nations export. Although in the past decade, an annual growth rate of 7.4% has been
recorded, which also have remained huge up till 2011 (African Economic Outlook, 2012 Pg. 2). This
growth is attributed to different non-oil sectors such a telecommunication, agriculture, retail & trade,
and manufacturing sector.
Currently, Nigerian Currency Naira (N) value, is estimated to be about N157 per US dollar and
N270 per British Pounds, compared to the N127 per US Dollars and N210 in 2006 . The countries
currency value depreciated significantly in 2008, as a result of the global economic downturn and
sharp decline in the prices of oil.

1.2 EVOLUTIION OF THE MOBILE INDUSTRY
The Nigerian mobile industry over the decade ,have experienced a massive boom, which was mainly
because of the successful liberalization and privatization program of the newly elected democratic
Page 10

government then under President Olusegun Obasanjo in 2001, which issued the first set of GSM
licenses. Currently, Nigeria has five active GSM operators namely: MTN, GLO, ETISALAT,
MTEL, ZAIN, with an inclusion of smaller CDMA operators. The First three names, MTN, GLO,
and ETISALAT are the top mobile operators and they account for 90% of mobile subscription in the
country. Due to the successful liberalization of the sector, which resulted to massive competition
among the operators, which was beneficial to the end-users/subscribers in terms of reduced call
tariffs and possibility for subscribers variety of choices on which operators service to use. Before
the emergence of the GSM market, Nigerian Telecommunication Limited (NITEL) was the principal
telecommunication company owned by the Federal Government with sole responsibility in providing
wired phone technology in the country.
The mobile sector in Nigeria has seen a rapid pace in its market share, increasing from a total of
422,000 subscribers from its inception in 2001 to about 101 million at the end of 2011 (Pyramid
Research, 2012 Pg. 27). This figure according to the Nigerian Communication Commission (NCC) is
measured in-terms mobile subscription. Driving factors such as intense competition as a result of
more than one licensed operators, low-cost handsets, and increasing coverage of mobile network
services across the nation, mostly in the rural areas, service quality, have all been major contributors
in the subscription growth rate.
Prepaid mobile services has been very popular and turned out to be the most common payment type
since the emergence of GSM technology in Nigeria. Prepaid Subscribers account for about 99.6% all
subscription, since the country has no Mobile Virtual Network Operators (MVNOs)
Due to lack of Fixed Line Internet Service provider companies in the country, Mobile Networks have
seized the opportunity to provide internet options for both businesses and individuals. GSM
operators such as MTN, GLO, and ETISALAT have also taken on the same route in providing
mobile internet through the use of UMTS-based services (Nigeria Bureau of Statistics, 2012).

Page 11

1.3. NIGERIA FOUR MAJOR GSM OPERATORS AND THERE COMPETITIVE STRENGTH
1.5.1 MTN NIGERIA
MTN Nigeria is a subsidiary of MTN international which launched its GSM services in the country in
2001. The operator also provides 2.5G (GPRS) services. At present, it is the largest operator in terms
of subscribers. Its network covered more than 58 percent of the total population of Nigeria at end-
March 2005 and 42% at end-year 2009, compared to its rivals GLO Mobile (23%) and AIRTEL
(formerly known as ZAIN) (21%) (Pyramid research, 2012, Pg. 29). By the end-year 2005, MTN
had already invested $1.8 billion on its network infrastructure to accommodate its increasing
subscriber base and solve the issue of network congestion. Over the years, MTN managed to
maintain its leading position as the operator with the largest subscription base by making huge
investments on aggressive network roll-outs and pioneer introducers of value added services such as
mobile ring-tones, mobile browsers, video cam, and SIM backup services and multi-media services.
1.3.2 GLOBACOM
Globacom is one of the Africa's fastest growing telecommunications company. Owned by the Mike
Adenuga Group, making it a 100% Nigerian owned company. Globacom also operates in the
Republic of Benin and has recently acquired licenses to operate in Ghana and the Ivory Coast. It has
a reputation as one of the fastest growing mobile service providers in the world. Globacom came into
the Nigeria mobile scene in the year 2002 as the countries second national operator, two years behind
it rivals, MTN and AIRTEL (then ZAIN MOBILE). Globacom experienced a significant market
from 9.3% in 2003 to 22.7% in 2009; this was mainly due to its competitive tariff price-cut rates
(Pyramid Research, 2012 Pg. 31). Its marketing tool has been on provision of airtime bonuses,
introduction of per-second billing, compared to its rivals per-minute billing, celebrity endorsements
on its adverts influencing buyers, mass sponsorship on social responsibility such as the countries
soccer league, and the introduction of lower-denomination scratch cards which allowed low-income
earners to pay less or installment for starter phone packs.
Page 12




1.3.3 AIRTEL
Formerly known as ZAIN mobile, launched its first operation in Nigeria in 2001 under the brand
name Vmobile. Vmobile then was under the umbrella of Wireless Communication giants known as
Eco net Wireless Nigeria, which had about 25% of total subscribers base at the year-end 2004. The
share-holders structure of Vmobile was divided between private investors/institutions and state at 60
to 40 percent respectively. Zain later took over control, and then later resold over a short period of
time to the Indian company ''AIRTEL'' in 2010. Despite known for its series of management and
staff problems, it has still made its significant mark in the market. In 2008, Airtel, then Zain,
overtook Globacom to be in the second position as the leader player, through its rebranding exercises
such as, introduction of ultra-low-cost handset projects which brought some phone prices as low as
$20 in the Nigeria Market. Initiatives such as introduction of value added services and its program
which offered on-net tariff to the Nigeria police and military gained them a major market share (Pan
African Capital Research, 2011).
1.3.4 ETISALAT
Etisalat Nigeria is the fifth licensed GSM operator, which was launched in 2008, with operations in
countries such as UAE, Egypt, Afghanistan, Sudan, Chad, and Central African Republic. In 2008,
etisalat kick-started its campaign with the innovative 0809uchoose services, which allowed pioneer
customers to choose the numbers they wanted or special to them as there phone numbers. It also
introduced the Etisalat home zone which enabled subscribers to choose location on the Etisalat
network where they can make calls to all networks at 20% discount. Offers such as Etisalat
9javaganza whereby new customers simply buy an Etisalat SIM for NGN 200 (1) and get a NGN
200 equivalent free airtime. Etisalat reached its subscription mark of 1million in June 2009, less than
one year of its launch. In other to win customers from already existing or established mobile
Page 13

operators, Etisalat provided value added services such as call forwarding and barring, SMS to
Facebook, and there most popular EazyWallet, which is an innovative SIM application with a single
interface to access and operate mobile money accounts. It is built with latest security and technology
available and requires no installation, download or codes.


With Eazywallet you can carry out transactions such as airtime top up, money transfer, bill payments
etc. At the end-year of 2011, Etisalat has current base of 10million subscribers (NCC, 2012).

1.4 MOBILE VALUE SERVICES IN NIGERIA (CONCEPT AND EVOLUTION)
In a simple context, mobile value added services are all services beyond standard voice calls and fax
transmissions. In other words, these added services provides an extra value to the customers, which
makes the subscriber willing to pay more or can be said to be an add-on to basic services and as such
can be sold at premium prices. In the telecommunication industry, on a conceptual level, value-added
services add value to the already established phone offers, increasing the subscribers appetite to use
their phone more and allowing the operator to drive up their revenue. Globally, there are two most
popular value added services which are the SMS and MMS, even though there are hundreds of others
in existence, differing among different countries. Service operators in Nigeria now see the need
to focus on value added services to survive the cut throat competition facing them. Currently in
Nigeria, there are diverse value added services like mobile phone book back-up, SMS, ring-tone and
music download, Facebook , Vehicle tracking system, and the very successful caller tunes, which has
shown providers, that with a little effort subscribers are willing to adopt a service which offers them
personalized options.
In the early 2008 and end-year 2009, SMS and MMS became very popular among urban residents in
the country. Services such as caller back ring-tones, mobile internet, music and ringtone download,
also had a jump start in its adoption among subscribers in the urban city. Currently so many mobile
Page 14

value added services have been witnessed to stay, such as social networking, email-push and
messenger via Blackberry, and finally banking and credit transaction. Putting Mobile Value Added
Services in a more simplified form
To the Housewife MVAS is the SMS that enables her to vote or participate in Big Brother Africa
TV Show or The Nigerian Idols
To a Working Class Individual MVAS means continuous flow of email he receives from his
Blackberry

To a College student, MVAS means all the Nigeria and Foreign songs he/she downloads to use as
her personalized ring-tone or share with friends
To the University students, MVAS means the access and convenience of using social sites such as
Facebook, twitter, BlackBerry Instant Messenger, and the ability to watch videos online.

To the Local Trader, MVAS is the credit and debit alert which he continuously receives from his
bank after any transaction is made.
To the Mail Delivery Man, MVAS is the GPRS or location based services which directs him
around delivery route
To the sports fanatic, MVAS is the daily English Premiership and UEFA championship scores,
transfers and news update.

1.5 3G TECHNOLOGIES
The term 3G stands for Third Generation of Mobile Technologies, which normally comes with
an enhancement regarding its transmission in speed, and advanced access to multi-media contents
or in other words can be defined as an enhanced telecommunication system aimed at increasing
efficiency and improving the performance of mobile wireless networks (Udo-Udoma & Belo-Osagie,
Page 15

2006). 3G are mostly associated with mobile phones and devices serving as a platform for
connectivity to the internet or IP networks, in initiating internet related services. 3G technology was
first introduced in Nigeria in 2007 by the Nigeria Communication Commission, to two already
existing independent network operators. Some of the services supported by the 3G technology range
from multimedia, voice & file data, and video streaming services, broad Bandwidth and high speed
internet access via mobile phones irrespective of consumers location and time. Yet, ever since its
introduction into the Nigeria market, service operators have not given much effort in explaining
exact details of it features and the advantages it creates for the emerging mobile market. 3G
compatible phones can perform lots of value added services ranging from quick access to the
internet, music and video on demand, music download and sharing,

3D mobile games and location based services. Putting it in a more clearer picture, mobile subscribers
connected to a 3G network, have the capability of transferring data speed, up to 3Mbps (Mega-bytes
per second), which is equivalent of a 4mins MP3 song being downloaded in 15 seconds.

1.6 IMPORTANCE OF THE RESEARCH
Over the last 5 years (2009-2012), the Nigeria telecommunication sector, have been tagged as the
fastest growing sector in Africa, having experienced a favorable progress in mobile internet services
both in terms of application development, usage and technological acceptance in the society. The
introduction of mobile value added services such as social networking Apps, mobile-transactions, e-
mail push and updates, have been made possible through the 3G technology, offering faster mobile
internet services. Prior to the pass 5 years, mobile operators and industry stakeholders, saw the need
to maximize the advantage which the 3G technology offers, through development of innovative
services that will appeal to the mobile subscribers. Mobile phones have gone beyond their
communized role of voice calls, whereby, gradually turning it to be a tool of personalization for the
end-user. Consumers perception and adoption of a mobile network, is not only from the voice and
Page 16

network coverage viewpoint, but now has become a factor of value created by the network operators
via the phones. Among the value added services, which the 3G technology have developed,
entertainment and information VAS seems to be enjoying the market most, because it designed to
appeal to the market emotional, while more advanced utility VAS such as mobile & online payment
and transactions denoted for the practical value which they possess on the consumers are gradually
making a name for itself in the market. Therefore as the case may be, there is need to look into
researches on what really inclines consumers on using these 3g value added services, which in-turn,
answers to it, is beneficiary to the service providers.
Traditionally, adoption of a service is mostly attributed to development and acceptance of a new
technology, which in the first place, brought about the introduction of 3G technology which supports
high speed data transfer over a broadband network to facilitate multimedia services.



But the truth still remains that 3G only facilitates bandwidth, which cannot be said to be the sole
reason why people use the services which it offers. The major concern for service providers is to
develop services with contents that consumers will continuously desire and need.
Holding on the fact that 3g VAS is an emerging business model in the Nigeria telecommunication
sector, demanding a new consumers market, there is need to know what attitudinal influences or
perceived values which drive Nigerian consumers to use these services. Answers sort out will
determine how much Nigeria consumers know about these services, and what quantity of it is
actually be utilized in the society at large.

1.7 RESEARCH QUESTIONS
Page 17

Does perceived usefulness and ease of use have an influence on mobile phone subscribers
intention to use mobile value added services?
What value perception influences the use of MVAS in Nigeria the most?
What is consumers level of awareness and usage of available value added services?
Are consumers satisfied with the current services offered to them?
What are the challenges faced by mobile phone subscribers regarding the use of 3g MVAS?

1.8 STRUCTURE OF THE THESIS
The research body will be divided into 5 chapters, consisting of tables and appendixes to support the
analysis and findings of the study. An overview of all chapters is stated below.
Chapter 1 gives an overview of the Nigerian mobile market, its major players and their market
strength. The chapter further discussed evolution of mobile service in the Nigerian economy. Much
detail deliberation of Mobile Value added service, including its categories and an explanation of 3G
technology where also given. Further highlighting on the purpose of the study and its importance to
the mobile community was not left out.


Chapter 11 focused on the description of terms via reviewed related literatures. Broad heads such
Published Books, Articles, Research Papers, thesis and Dissertations were used for the review. The
chapter looked to identify 3G mobile services, relationship between perceived value and consumers
behaviors and its relationship with identified research theories and constructs such as buying
decisions of consumers, consequences of value added services, and consumption classification of the
mobile services. Below are major sub-headings of the Chapter:
3G Mobile Value Added Services Identification
Need for Value Creation
Page 18

Perceived Value Definition
Relationship Between Perceived Value and Consumer Behavior in Mobile Context

Chapter 3 deals with the identification of research model and hypothesis development. The
Technology Acceptance Model was used as the main construct on which the research hypothesis was
developed. Below is the outlined study hypothesis
HI: Perceived Usefulness has a Significant Effect on Consumers Attitude to use 3G Mobile
Services
H2: Perceived Ease of Use has a Significant effect on Consumers Attitude to use 3G Mobile
Services
H3: Perceived Usefulness has a direct significant effect on consumer intention to use 3G
mobile services.
H4: Users Attitude Towards 3G Mobile Services has a significant effect on Behavioural
Intention to Use the Services.
H5: Social Influences have a positive significant effect on consumers behavioural intention to
use 3G Mobile Services
H6:Perceievd Enjoyment has a significant effect on consumers behavioural intention to use
3G mobile services
H7: Perceived Enjoyment has a significant effect on attitudes towards the adoption of 3G
mobile services.

For purpose of data collection, a structured online survey will be carried out, targeting mobile phone
subscribers of various networks. The data collection targeted respondents with active Facebook and
email accounts, whereby a 2 Part structured questionnaire where distributed via an online survey tool
known as Google survey
The core contains of the chapter are discussion s regarding formation of research hypothesis, study
scope, research participants, research design, and the actual data collection.
Page 19


Chapter 4 analyses the data which was gotten from the online survey using the statistical tool
known as SPSS. Three analytical tests were carried out to measure the significance of the survey,
and they are: Cronbach Alpha test, Pearson Correlation, and the multiple regression analysis.
The Cronbach Alpha test was used to test the reliability or internal consistency between the multiple
item scales which were used in the survey representing a single construct.
The Pearson correlation and multiple regressions were both used to test the relationship between the
various research variables and there level of significant influence among each other.
Also a demographic descriptive analysis of the survey respondents is carried out using percentiles,
tables and graphs.

Chapter 5 is the final and last chapter of the study which comprises of the discussion made of the
research, its managerial and implication, limitation of the study, further studies to be made and
finally its researchers conclusion on the study.









CHAPTER 11
LITERATURE

2.0 MOBILE VALUE SERVICES IDENTIFICATION
Page 20

With regards to the research and for the purpose of definition, mobile value added services (MVAS)
can simply be defined in telecommunication industry terms, as non-core services, or in-short, all
services beyond standard voice calls and short messages. Some of the innovative services 3G mobile
value added services offers, cover several economic and social domains in different platforms such
as m-Banking, m-Commerce, m-Entertainment, and m-Information.
Most at times consumers have difficulty in expressing their needs, so as much, it is great importance
having a research anticipating consumers needs and motives behind their decisions to use mobile
services in a value context. Understanding customer value influences of mobile services plays a
crucial role in predicting behavioural intention to use. Perceived customer value which exceeds
usage expectation leads to creating a positive attitude about product, which in turn leads to customer
intention to use and loyalty to the service providers.
The major area of study of the research is most concerned with how perceived value influences
consumers intention to use mobile VAS. The literature looks into definitions and past industrial and
academic studies made on perceived value; consumer behaviour and its relationship with 3g mobile
value added services, and the need for value creation.

This section of the study is divided into four sections which look into academic and industrial
literatures aimed to identify and categorise existing and new mobile services in the Nigerian market,
definition of terms, research models, and structuring of the study hypothesis.





2.0 IDENTIFICATION OF 3G MOBILE VALUE ADDED SERVICES CATEGORIES
Page 21

According to Heinemann and Minna Pura (2006), he described mobile services as services that
differ from the basic traditional services in their ability to provide service offerings regardless of
temporal and spatial constraints being accessed via a mobile phone. Classification of mobile services
were based on Consumption Type, Context of Use, Social Setting, and finally relationship
between service provider and consumers (Heinemann and Minna Pura, 2006, Pg. 4).
Carlsson et al (2005) in his study Asynchronous Adoption Patterns of Mobile Services looked
into the supply and adoption rate of 3G mobile services in Europe, through the analysis of empirical
data from Finland. In his study, Carlsson et al (2005, Pg. 2), posited that attitude is the most
significant factor in determining mobile services adoption. Attitude towards a new technology was a
major significant predictor, which are greatly influenced by social demographic variables such as age
and sex, social influences and perceived usefulness of the provided services. As a result of the
identified variables influencing usage of services , Carlsson (2005) categorised mobile services into
communication (SMS,MMS, Mobile-email, Blackberry Messenger), entertainment (Ringtones, Icons
& Logos, Music download & Listening, Games, Mobile TV), reservation & purchases (M-banking,
Bill Payments, & Ticket Reservation), information ( Internet Browser, Calendar, Calculator, Mobile
Ads), and finally an extension of a category which he called community category (Facebook and
Twitter). The community category according to Stefano Chatziagapis (2008, pg. 18) are services
with the ability of sharing digital contents between users. Contents such as photo uploads, status
update, videos, music, and posting of comments are major characteristics of the services. One major
example of a service in this category is social networks such as Facebook, MySpace, and Twitter,
which has being the most widely used in the past 5years. A study made by Cherie Blair Foundation
for Women (2008), which looks into the development of women entrepreneurship with the use of
value added services in developing markets such as Africa, middle-east and Asia grouped mobile
services addressing entrepreneur challenges as: Communication, M-Commerce/Transaction, and
Infotainment. This mentioned category is a more compressed version of the Carlsson (2005)
category, with the existence of the equal services sub-divided into 3 overlapping groups.
Page 22


Yoon, J.I, Suh, H.S. et a (2003), on a study made on customer satisfaction with mobile services,
categorised mobile services in four distinct categories, which were: communication (SMS, live
messenger, & e-mail), entertainment (Music & Video download, games, Call back ringtones),
information (news, soccer & weather updates), and transaction (m-banking, utility payment, and
reservations). In a similar survey carried out by Pagani (2004) on the adoption of 3G mobile services
in Italian market, grouped mobile services into six (6) categories. The categories are Personal Funds
Management, Data Exchange, Remote Control of Place and Objects, Contextual and Real time
Shopping, Real time Playing and Location-based Services.
Past literatures made on the subject matter, gives an overview of major predominant and emerging
3g value added services in the current market. Due to the fact that past literatures on mobile services
classification, included almost the same set of services but categorised differently, my research saw
the need to propose its own category constructs, through making an extension of most appeared
services in past literature, modified into a 3 distinct groups (Entertainment, Infotainment, & M-
Transactions) making Carlsson et al (2005) classification scheme as the independent variable..
RESEARCH PROPOSED 3G MOBI LE SERVI CE CATEGORIES:

Table 1. Formulated table for 3g mobile services selection.
Service Category Mobile Services
Stefano (2008) Cheire Blair (2008) Yoon et al (2003) Pagani (2004) Leem et al (2004) Frequency
Sms * * * * * 5
mms * * * * * 5
commuincation E-mail Push * * * * * 5
Instant Messenger * * * * * 5
*
Ringtones * * * * * 5
Entertainment Icons, Themes & Logos * * * * 4
Music & Video Downloads * * * * 5
Mobile TV * * * 4
Reservation & Purchase Mobile Banking * * * * * 5
Mobile-Payments * * * * 4
Ticket Reservation * * * * 4
Online Shopping * * * * * 5
Internet/Wap Browser * * * * * 5
Information Calendar & Calculator * * 2
Location Based Services * * * 4
Mobile Advertisments * * * * * 5
Commuinty Facebook * * * * * 5
Myspace * * * 3
Twitter * * * * * 5
Black-Berry Messenger * * * * 4
Page 23




From the above diagram, services where purposely selected from past researches, and services that
had more than 3 occurrences in the formulated table were selected for the course of the study as long
as they existed in the Nigerian telecom system and sub-divided into existing and new mobile services
and then into 3 distinct categories: Entertainment, Infotainment, and Mobile-Transactions.
For the purpose of the study, mobile services are categorised into 3 constructs: Infotainment,
Communication, and Mobile-Transactions.
The infotainment service category according to service operators is seen as a more useful and
pragmatic way of integrating two or more distinct contents into one service package. Some of the
well-established services in this category are (SMS, MMS, Music & Ringtone Downloads, Games,
themes, CBRT), also strong emerging services such as SMS voting contest, related to users
participation in media channels


Table 2. Research Proposed 3g Mobile Services Categorization
EXISTING SERVICES EMERGING SERVICES
Games Facebook
SMS Contest Vote Twitter
Call Back Ringtones Mobile TV
Infortainment Logo, Wallpaper, & Themes IVR Prenium Services
Music Download Online Radio
Music on Demand
SMS Black Berry Messenger
MMS Location Based Services
Communication GPRS/EDGE Vehicle Tracking
Email Push Mobile Navigation system
Family & Friends
Credit Alert mobile banking & payment
M-Transactions E-top up ticket reservation
Mobile Advertising online shopping
Page 24

. According to a research by Maren Hartmann et al (2008, Pg. 74), on Social Changes and
Development of Mobile Services, whereby they succeeded in making a distinction on what people
do with content rather than what contents do to people.



Maren Hartmann et al (2008), described media oriented infotainment contents, as constituting cross-
media strategies, which allows co-ordinated functionalities of web-sites, SMS, TV, and Printed
media in TV contest, live TV shows and Debate programmes. Some of the emerging 3g mobile
value added services are: mobile banking, bill payment, subscription services such as news,
horoscope, weather report, online shopping, making reservation, advance ticket purchase, and online
dating services.

2.1 VALUE CREATION AS A KEY TO COMPETITIVE CAPAPBILITIES
Fernandez, Z & Usero, B. (2009) in his research titled Competitive Behaviour in the European
Mobile Telecommunication Industry, studied the relationship between competitive strategy and
improvement in the mobile sector with regards to those he tagged as Pioneer and then
followers. According to Zulima Fernandez (2009), competitive strategies which are totally
different from that of rival firms, other than price reduction, allows firms to gain market share.
Conclusion made out of the study identified differentiation as the most effective strategy for existing
firms in the long run.
According to Barney (1999), a firm is said to have competitive advantage when it is implementing a
value creating strategy not simultaneously being implanted by a current or potential competitors.
Barney (1999), in his article gave an example with assumption of an industry where firms possess
Page 25

exactly the same amount of strategically relevant human labour, and organizational capital. Barney
(1999) proposed the need for a resource based capabilities to distinguish firms potential (Pg.105).
Such capabilities are however valuable, in the sense of its exploitation of opportunities rare, and
imperfectly imitable (Barney 1991, Pg. 106)
Michael Porter (2004) supported the positioning resource view, through explanation with his
Porters Five Forces, which he used in identifying threats and opportunities faced by firms in a
competitive environment. According to Porter (2004), firms knowledge of its capabilities will
highlight areas where the firm should or should not confront competition (Pg. 30).


Five disturbing factors identified by Porter include:
Threats of New Entry
Rivalry among existing firms
Threats of Substitute Product
Bargaining power of suppliers and buyers
Once these factors are identified, Porter (2004) supports the approach of firms positioning its
capabilities to provide the best defence against existing array of competitive forces.
Mobile telecommunication industry according to Barry (1991) is an industry characterised by similar
strategically competitive strength among existing firms in terms of capital, manpower, and
organisational concept. In order for firms to counter the five forces of threat, which led to
underperformance of available resources, Porter (2004), identified Three (3) internally consistent
generic strategies ( which can be used singly or in combination) for creating a defendable position in
the long run, outperforming competitors in the industry (Pg. 34). These three Strategies are: Cost
Leadership, Differentiation and Finally, a combination of the two (Not really advisable)
Page 26

Aggressive construction of efficient scale facilities, pursuit of cost reduction and cost minimization
in areas such as research and development, sales and advertising are so much required to achieve
cost leadership (Porter 2004, Pg. 35). Differentiation on the other hand, is subjected to focus on
services being offered by firms, which could come in form of brands & design, imaging, and
customer services (Porter 2004, Pg. 36)
Michael Porter (2004) argued that there is much need for firms to focus on a single generic
strategy. Adoption of two or more of the generic strategies, is a task according to Porter (2004, Pg.
39) impossible for any firm, and in other words could lead to what Porter referred to as Stuck in the
Middle.



According to Bodil Arbin et al (2006), the major critique with the porter generic strategy in the
mobile telecommunication Industry, is the high speed of the changing market, which makes it very
impossible to stick to one strategy, as requested by Porter. A study Titled Strategies in the
Colombian Telecommunication Market- seen through the perspective of Porter (2004) by Bodil
Arbin et al (2006, Pg. 2) was aimed at understanding how mobile phone operators in developing
countries compete with each other in terms of strategy and how porter three generic strategies are
most applicable in the industry. In the study, operators such as DLA, still entering the Columbia
market, used low prices or price cut to penetrate and gain market, with an intention to attract large
volume of mobile subscribers through cost leadership advantage, which turned out to be a short-term
success. This was due to the fact that Pioneer companies such as COMGeL and MOVISTAR,
imitated the same, with an inclusive of new technological services.
Fernandez and Usero (2009) in there book Competitive Behaviour between Pioneers and
Followers in the European Mobile Telecommunication Industry, conducted a research on a
Page 27

comparison between already existing mobile network providers and new entrants as a battle between
price cut against reduction. Price reduction was described as a constant variable used by network
providers for the aim of aggressive market penetration. This in turn has reduced profitability
(Decrease on ARPU) in the industry as a whole. In an industry characterised by pre-paid or pay-as-
you-go services, reduced tariff can never be a major determinant of customer loyally or satisfaction
because of the imitable range of offers given by the providers. In current industry circumstances
there is much need for firms to create value through differentiated services, which would compensate
for the decline of average revenue per unit (ARPU). According to Grant (1996: 219), mobile
operators strategically offering a price-cut can never make a market-leader in the competitive
environment. This calls for the need for value creating contents or services.
Research carried out by Plunkett (2006) titled Wireless and Cellular Industry Trends which
looked into increasing emergence and popularity of 3g mobile value added services, it identified as
the major differentiator across the mobile service operators. Through a field survey, service
adoption including consumers preference where identified and measured.

The research provided much insights on the market expectation of value added services, backed with
the analysis revealing that convenience, speed, and content as being the overall factors affecting
mobile service preference. One other major insight from the study, was that majority of the
respondents, preferred information delivered via SMS based platforms- which the survey said gained
more market share and attention.
Bill Anckar and Davide DIncae (2003), made a study titled Value Creation in Mobile
Commerce. The study highlights the importance of setting out from a consumers perspective when
developing mobile-commerce business and marketing strategies. The reports of the paper where
made from a survey carried in consumers willingness to use some selected 3g value added services
and also to explore whether the consumer recognises the value proposition of most of the services
available. In an overview, the study created theoretical and empirical insights on value creating
Page 28

features of m-commerce such as mobile-banking and transactions from a consumers standpoint.
Cronin, J.J., M.K. Brady and G.T. Hult (2000) identified rich and fast information, security, privacy,
and time and location convenience as major determinants for the adoption of mobile-commerce
services.

2.2 DEFINITION OF CUSTOMER PERCEIVED VALUE
According to Minna Pura & Johanna Gummeras (2007, Pg. 35) in there research paper titled
Discovering Value Perception for Mobile Services with Critical Incident Technique (CIT)customer
perceived value takes into account what customers want and believe they get by using a selected
service. Below are numerous literatures and there definition of Customer Perceived Value (CPV).
Farrell O C and Michael Harthron (2000) defined perceived value as the customers subjective
evaluation of benefits relative to cost to determine the worth of a firms product offering relative to
other product offerings. Benefits include service quality, satisfaction level, convenience, and the
problem it solves.



According to Zeithaml (1988), he defined perceived value as the consumers overall assessment of
the utility of a product based on perceptions of what is received and what is given. His definition was
coined from various research respondents view on value. Some respondents in Zeithaml (1988)
research, viewed value as low price, indicating that what they had to give up was more salient in
their perception of value (PG 13), while most other people based there definition as a subjective
measure of the usefulness or satisfaction that results from consumption (Pg.13).
Snoj et al (2004, Pg. 157), described value as being conceptualised as a customers perceived net
trade-off received from all relevant benefits and cost or sacrifices delivered by a product or service
Page 29

and it use. Snoj et al (2004, Pg. 158) made a generalisation from different authors view on perceived
value, into four substantial denominators, which are: (1) That value for a customer is related to his
expertise or knowledge of services in the product, (2). Perceived value is a multidimensional concept
and cannot be clearly defined by an organisation, (3) Perceived value presents a trade-off between
benefits and sacrifices perceived by customers in a service offering (Pg. 158)
Woodruff (1997) in his study looked into the reason why customers value conception most times
diverges. One of such difference arises with the way definitions are constructed. Most of the
definitions rely on terms such as utility, worth, benefits and quality. (Pg.141). In the end, Woodruff
(1997) defined perceived value as a customers preference for and evaluation of product attributes,
performance, and consequences arising from the use of that facilities in achieving the customers
goals and purposes. The definition in-corporates both desired and received value and makes
emphasis on letting organisations and firms know that value is actually a factor of the customer that
uses it.
Rokeach (1973, Pg. 159) as cited by Miriam Menmen (2011) quoted that Perceived value can be
defined as an enduring belief that specific mode of conduct or end-state of existence is personally or
socially preferable to an opposite mode of conduct or end-state of existence. Values in general are
seen as determinants that are much considerable or rationally related to features, dialogues or social
behaviour (Miriam Menemn 2011, Pg. 33)


According to Bijana Angelova (2011, Pg. 240), she defined customer perceived value as an opinion
about something viewed and accessed and it varies from one customer to another. Customers
according to the author have different beliefs towards certain services and product, which otherwise
is an important element in determining purchase decision.
Page 30

Customer perception goes hand in hand with purchase intention, making perceived value more of a
subjective factor, which provides organisations in there Customer Relationship Management useful
strategies.
2.2:1 CONSUMER BEHAVIOUR
Over the years consumer behaviour has been a major area of industrial marketing which have
received little amount of attention in past researches. Studies made on consumer behaviour have only
looked on why people buy, but recently it has been a combined factor of HOW and WHY
people go for a particular product or service.
Jim Blythe (1997) in his study looked into the motives behind consumers behaviour. He
distinguished motives as being from instinctive and non-instinctive perception of need. The author
further sub-divided motive into 2 distinct dimensions which he described as Rational/Conscious/
primary ends or the Dormant/Entertainment/Secondary ends. Psychologically, motives are behind
consumer behaviour arising under the basis of NEEDS and WANTS. According to Jim Blythe
(1997, Pg. 32), he described needs as a consumer behaviour based on the perception of lack of
something, which should make life more pleasant or convenient As Quoted by Jim Blythe (Pg. 33)
Unless the individual understands on how the proposed product will make a positive difference
to him or her lifestyle, the product would not be perceived as filling a need, and the individual
will not want it.
One of the major difficulties in understanding consumer behaviour is that most of the times people
are so unable to specify what actually drove them to specific actions. Some of the reasons attached to
this are that most times motivation is an act of subconscious mind. This led to the distinction of
intentions behind motives to be based on the hedonic and utilitarian value which they generate for
the customer.


Wayne D Hoyer and Deborah J Machnnis (2008), defined Hedonism as a pursuit of pleasure or
the search of goods/services, experiences, that simply make them feel good, such as beauty of a car,
Page 31

rather than its performance and style of a cloth rather than its purpose irrespective of weather.
Blythe James (1997) also supported the description of hedonism as being a purchase which is
triggered by desire of comfort and pleasure, with an exclusion of its functionality.
This brings about the direct opposite of hedonism, which is Utilitarianism. Utilitarianism is strictly
based on the school of practicality, functionality, and performance. Most research has come to study
the relationship and the struggle for power between the two terms and their behavioural influence.
According to Mudie, P. & Pirie (2006), two distinct features are prominent in consumer behaviour,
and they are expectations before purchase and perception after purchase. Expectation as described by
Mudie, P. & Pirie (2006) is developed prior to the service usage or pre-purchase. They normally
reflect consumers belief on what will or should happen while using a product or service (Pg. 7),
while perception is an attitude which develops during service usage. The author in his study defined
perception in the mobile sector as an evaluation of service rendered to customer in relation to
expectation. As a result of this, customer satisfaction is achieved when perception matches or
exceeds expectation (Mudie, P. & Pirie 2006, pg. 8).
Minna Pihlstrom (2008), study titled Perceived Value of Mobile Service Use and Its
Consequences analysed the influence of emotional, functional, monetary, social, and convenience
value on customers intention to use, and willingness to pay a price premium. The author looked at
the difference between information and entertainment mobile services and how the above mentioned
value dimension influences the customer buying decisions and behaviour. Perceived value as defined
by Mina Pihlstrom (2008, Pg. 734), is a multidimensional construct consisting of a monetary,
convenience, emotional, social, conditional, and epistemic value (Sheth et al 1991).
In the mobile sector, multi-dimensional view of value, is highly encouraged because of its
managerial implication and contribution
Sheth J. N et al (1991), made a study titled Why We Buy What We Buy. Sheth et al (1991)
developed the value theory to explain the motives and reasons why consumers make the choices they
do.

Page 32


Illustrations on the research where examined on consumers choice on cigarette brand and choices
whether to use or not. Sheth et al (1991, Pg. 160)) identified three fundamental propositions as being
automatic to the Consumer Value Theory.
Consumer choice is a function of multiple consumption value
The consumption value make differential contribution in any given choice
The consumption values are independent
Consumers decisions are based on three levels of choices, according to Sheth (1991), which are;
Decision to use or not to use
Decision on type of service to use
Decision on brand chosen from available alternatives.
These decisions are all influenced by the proposed five dimension of value, namely: functional,
emotional, social, epistemic & conditional value (Sheth 1991, Pg. 392). The five value dimensions
are defined as content & context related value dimensions in the mobile sector, because consumers
choice of mobile service use is based on the value benefitted from use of that service. According to
Sheth et al (1991), consumption value theory is exemplified where the consumers intention to use or
purchase are based on how they interrelate or discriminate the 5 value dimensions.

2.2.2 BRIEF DISCUSSION ON THE VALUE DIMENSIONS
==
Page 33


Diagram 1. 5 Value Dimensions as described by Shelt (1991)


EMOTIONAL VALUE: Shelt et al (1991) described the emotional value as a feeling produced in
consumers by a product or service. Products with the ability to elicit emotions such as artistic,
entertainment, religious products are major examples. According to Hussein & Amirhosin (2012, Pg.
226), a product acquires emotional value when associated with precipitated or perpetuating feelings
aroused from its use.
As described by Hirschman, E. C., & Holbrook, M. B. (1982), hedonic consumption involves multi-
sensory fantasy and emotive aspects of an individual experience with the product. In the context of
mobile services, most consumers rather prefer on demand fun, excitement and memorable
experience attached with the use of the service. Mobile services such as caller-back tunes,
ringtones, music download, jokes, all have an emotional attachment in their use. Most of them
acts as a reference reminding you a moment in your life or arising a specific feeling which you
associate with a relationship or experience.

FUNCTIONAL VALUE: Functional value can be said to be value derived from interconnectivity
of assured performance, ease of use, expenditure associated with use of service. Shelt et al (1991)
described the functional value as being utilitarian in nature, or a decision made by the consumer on
MOBILE
VALUE
ADDED
SERVICES
SOCIAL
VALUE
CONDITIONAL
VALUE
FUNCTIONALVALUE
EPISTEMIC
VALUE
EMOTIONAL VALUE
Page 34

basics of functionality and rational attributes. Due to interrelationship between value variables, most
researchers believe that functional value can be divided, into two sub-value dimensions, which
are monetary and convenience value or in other words can be said to be a mixture of convenience
and price/cost of service usage
According to James William Martin (2011, Pg. 35-36), in his book Doing What Works,
convenience value was defined as a combination of time and benefit. The author defined time in
the context of speed of obtaining value from a service, while benefits he described as a
combination of three sub-elements which are importance, helpfulness, and usefulness. In
summary, Functional value is a combination of Price + Time + Importance + helpfulness +
usefulness.
.



According to Minna Pura (2007, Pg. 40), who supported James W. M (2011) view, the
convenience value has been a major drive for consumers acceptance and adoption of mobile
technology. Convenience value in the mobile service context is gained through speed and ease of
use, compared to alternatives (Pura Minna, 2007, Pg. 40).

SOCIAL VALUE: As the name implies, is derived from environmental and social influences
associated with the use of a service or product (Sheth et al, 1991). It mostly arises through a social
group or class referral such as Family, Friends, Colleagues and Partners. Most times motives behind
a consumers purchase and use of a service depends on how the consumer wants to be seen in the
society (Pg. 764). This value dimension satisfies self-gratification or acceptance from the public.

EPISTEMIC VALUE: Shelt et al (1991) described epistemic values as values arising from
curiosity, and novelty seeking, which most researchers will tag as Personal innovativeness. Products
Page 35

which satisfy curiosity, provide information and enhance knowledge are purchased for their ability to
meet epistemic Need (Pg.392). In his own words, Sheth et al (1991) defined epistemic value as a
perceived utility acquired from an alternatives capacity to arouse curiosity, and provide novelty and
satisfy a desire for knowledge.
It is mostly the value given to a service or product associated with an entirely different change of
pace or entirely a new experience. Most times, alternatives are chosen because the user is Bored
or Satiated with his or her current brand). Such curiosity arises from trying a new type of food or
going on a holiday through a new means of transportation or route. Or the curiosity which arises on
wanting to know what it feels like using an iPhone.

CONDITIONAL VALUE: According to Sheth et al (1991), conditional value arises in situations
which impact choice such as situational or emergency situations.
Sheth et al (1991, Pg. 167), defined the conditional value as being measured on profile of choice
contingencies.



According to Marianna Sigala (2006) he defined conditional value in the mobile context as value
existing in a specific context whereby customisation options allowed by the ICT system, results also
in configured information and services according to the users preference and needs.
According to Minna Pura (2007, Pg. 38), the conditional value can be sub-divided into other value
dimension, which the author described as time, location, access and uncertainty. He described the
uncertain situation arising from emergency, whereby location based services play a major difference.
Examples of mobile services in this value category are vehicle tracking, and mobile navigation,
mobile-banking services and credit alerts.

2.3 RESEARCH MODEL AND HYPOTHESIS DEVELOPMENT
Page 36

Past researches made on consumer behaviour have found that functionality alone is not enough to
determine users adoption of a new technological platform. This has raised such much attention on
current studies in understanding individuals acceptance of information technology, such as 3G
mobile services in the ever fast advancing globalised world.
Davis (1989) developed the Technology Acceptance Model (TAM), in order to explain
individuals acceptance and attitudes towards the use of information technology. The model clearly
illustrated that users intention to use a new technological platform is a major function of the users
believes and expectation about the system (Gretzel et al, 2010, Pg. 200. Information and
Communication in Tourism). Davis et al (1989) identified two value factors which where the most
determining factor on influencing users intention to use or accept a new system. This two factors
where perceived usefulness and perceived ease of use.
The development and relationship between perceived usefulness and perceived ease of use
originated from Fishbein and Ajzen (1975) theory of Reasoned Action. According to Fishbein
and Ajzen (1975), the theory of reasoned action, was a theoretical model which inclined that
individual behaviour is a factor of his pre and post intentions to use, in relationship with expectations
the person will have of the product or service. This definition also justified Ajzen & Fishbein (1980)
Expectation Value Model.

According to a study made by Mohammed Chutter (2009, Pg. 3), Fishbein and Ajzen (1980)
proposed behavioural intention as being a subjective norm associated with the behaviour in question,
which Mohammed Chutter (2009) defined subjective norm as a behaviour associated with a persons
perception on what most people who are important to him, think he should or should not do as an
individual. From Mohammed Chutter (2009) definition, subjective norm could be said to be a
summation of an individuals perceived expectations being influenced by a society or selected group.
In the search for an in-depth understanding of individual intention, Fishbein and Ajzen (1980) saw
Page 37

the need to inquire on determinants of the individual attitudes and subjective norms which influence
the belief individuals hold of themselves and the external environment.
Davis (1985), ten years later, adopted the model of reasoned action, which made up for the rationale
development of technology acceptance model (TAM). Davis (1985) saw the model of reasoned
action more as a model to explain individual behaviours, while he made two major
adjustments/changes to it. One of such adjustment is the exclusion of a subjective norm in predicting
individual behaviours, whereby Davis (1985) considered only Individuals attitude and secondly, the
development of the two distinct beliefs which are perceived Usefulness and Ease of Use/.
According to Gretzel et al (2010, Pg. 211), perceived ease of use and usefulness affects attitudes in
two distinct ways: one is, convenience and the other is on functionality, whereby the simpler the
interaction with a system, the greater the individuals sensation of efficiency and control. According
to Davis (1985) as quoted what is the usefulness of Technology, when it so hard to use. One other
major distinction of the TAM from TRA is that the former lays more focus on users acceptance of
information technology. The two major constructs of the model which are perceived usefulness and
ease of use are found to be most relevant in the context in which the study is being made; which are
users adoption of 3G devices and value added services in the society at large
Bandura (1982) emphasized on the importance of putting into consideration the two factors in
predicting individual intention.



Bandura (1982) defined perceived ease of use as a notion of self-efficacy, which is based on the
belief on how well an individual can execute actions required to deal with a solution, whereas he
defined perceived usefulness as the extent to which a behaviour once successfully executed is
believed to be linked to a valued outcome (Mohammed Chuttur, 2009, Pg. 4).
Page 38

One major stronghold of the technology acceptance model is the curiosity within the consumers to
use a particular service or product which arises as a result of so many personal factors. One reason
could be to satisfy an individuals ego of having to be a part of a particular trend or just for the sake
of having to know what it feels like using a particular product.
2.1 SELF CRITIQUE OF PAST RESULTS ON INNOVATIVENESS AS OPPOSED BY
NIGERIAN SOCIO-ECONNOMIC STRUCTURE
Many researches have always associated personal innovativeness with technology acceptance model,
whereby sales personnels can quote if u havent used it, how can u know if is useful or easy to use.
In the other way round, this could be quite true, whereby the urge to try out a particular service or
product, allows them to deliver their own independent judgement. Referring on the epistemic value
discussed in the literature review, which is a form of perceived value arising out of curiosity and
novelty satisfaction, Agarwal & Prasad (1998) proposed the concept of personal innovativeness,
which they simply defined as the willingness of an individual to try out new information technology.
Most researchers have characterised the term as a risk-taking propensity of individuals (Agarwal &
Prasad, 1998). According to Parasuraman & Colby (2001), they described the technological product
and service market, as a world, whereby developers target individual with high innovativeness at the
initial stage of a product or service market entry, tagging them early adopters by Parasuraman &
Colby (1991). But in my own view, this calls for a need to raise an argument requiring an urgent
answer with respect to my research. If the developers interest is to target individuals with high
innovativeness, whereby these individuals are characterised to be more educated, well-travelled,
more prosperous in terms of being able to afford a new technology despite the cost and finally more
highly risk oriented, what influences the rest of the society to go on the same trend with the early
adopters or innovator?, Does the early adopters have an influence on raising the majorities curiosity
to use a particular service?.

Page 39

In my own view, the answer is a big YES. Taking a look at the technology adoption lifecycle
model which was developed by Joe M Bohlen and George M Beal (1957), describing the adoption or
acceptance of a new technology being a factor of the demographic or psychological characteristics of
a defined set of group. The same model was expanded to be named diffusion acceptance model
by the same group of researchers, whereby they described how the use of a new technology were
spreading in different cultures. The first group of people to use technology according to the model
are the early adopters who are closely watched by neighbours or the community surrounding them.
So to say, if demographic and psychological profile of society can have an influence on their
adoption flow, we can conclude that peoples behaviour can be influenced by their peers, superiors,
mentors, family, and neighbours.
These people inevitably make up an assumed socio-cultural group. Nigeria is one country where
culture cannot be left out if you want your business to strive. Nigeria culture is characterised by its
close knit strong family ties, defining a proper extended family system. It is a common practice for
an employed individual in a family taking the responsibility of a bread winner for the family linage
at large. There is a high volume of dependency culture in the society, which directly and in-directly
influences the widespread of actions which people take. According to Kotler (2009), he described the
society as having to play a significant role in shaping the beliefs, values, and norm, which in-turn
shapes the consumers tastes and choices. And so, for the above defined reasons, my research will
make an extension of technology acceptance model by making a hypothesis on the significance of
social influence on the adoption of 3g value added services as a whole.
Past researches made on consumers innovativeness on value added services mostly in developing
countries have made little or no effect on adoption partner. I believe there is need to re-focus our
attention on societal influence rather than innovative influence on consumers choice and intention
for mobile service usage.


Page 40



2.4. PROPOSED HYPOTHESIS FOR THIS STUDY
2.4.1 Perceived Usefulness, Perceived Ease of Use
Several surveys have been studied in the past, making extensions to the original TAM on consumers
adoption of mobile services. One of such survey is by Pagani (2004), in his research titled
Determinants of adoption of third generation mobile multimedia services, he made an extension
of the original TAM with external variables such as Output & Input devices, speed, user friendliness
and feedback as having influence on Perceived Ease of use, while external factors such as Service
offering, price, degree of mobility, and compatibility had its major share of influence on Perceived
Usefulness.


Diagram 2. Adapted from Pagani (2004) Determinants of Adoption of Third Generation Multimedia Services
The Technology Acceptance Model inclines that adoption of mobile services is positively
determined by users intention to use, which is influenced by Perceived Usefulness and Perceived
Ease of Use. Past studies made on TAM have noted Usability as an important factor in determining
the success of mobile service penetration in a given society.
Page 41

The Usability of Mobile Services is mostly based on Content, Interactivity, Transaction Cost, Speed,
and Reliability.




Diagram 3. Proposed Version of the Technology Acceptance Model .for the research
According to Davis (1986) he defined formally the two constructs as follows:
Perceived Usefulness is the degree to which an individual believes that using a particular system
would enhance his or her daily societal and environmental performance
Perceived Ease of Use is the degree to which an individual believes that using a particular system
would be free of physical and mental effort
HI: Perceived usefulness has a significant effect on consumers attitude to use 3G mobile
services
H2: Perceived ease of use has a significant effect on consumers attitude to use 3G Mobile
Services
H3: Perceived Usefulness has a direct significant effect on consumer intention to use 3G mobile
services.
Hi Perceived Usefulness
H2 Perceived ease of use
H3 H6
H5 Social Influence Behavioural intention to use Actual Usage
H7 Perceived Enjoyment
H4 Attitude towards use
Page 42


2.4.2 Attitude Towards Usage.
According to Ajzen (2008, Pg. 28), he described attitude as a summary evaluation of a psychological
object captured in such attribute dimension being either Good-Bad, Useful or Useless, Harmful-
Beneficiary, Pleasant-Unpleasant and finally Likeable or dislikeable.


The psychological object being captured can also be seen as an emotional, rational, or self-satisfying
pre-disposition with regards to services and products in the mobile context. Some of the well-
established theories on attitude is the Tri-Component Model, which studies the relationship
between attitude and buying behaviour of an individual.
The Tri-component Attitude Model is a modification of Robert J. Lavidge and Gary A. Stern (1961)
Hierarchy of Effects Model. The Hierarchy of Effects Model is a seven step model on
customers decision making process about actions they want to take in buying a product. The seven
steps are: unawareness, awareness, knowledge, liking, preference, conviction and finally purchase. In
2000, Leon G. Schiffman condensed the seven stages into three (3) theoretical categories, giving rise
to the Tri-Component Attitude Model, which are named as the cognitive component which
represents an individual knowledge about a particular product.
Affective component which describes an individuals intention to think or act in a particular way
which are mostly based on person emotions and feeling, and finally the conative component which
consists of individual final tendency to undertake specific actions or behaviour towards a product.
H4: Users Attitude Towards 3G mobile services has a significant effect on behavioural
intention to use the services
2.4.2 SOCIAL INFLUNECE
Page 43

The two constructs perceived usefulness and perceived ease of use are also not free from external
factor influences. Technology Acceptance Model proposes that perceived usefulness and perceived
ease of use affects usage attitude which in-turn affects intention to use and the actual usage. In order
to address the issues on external factors influencing perceived usefulness and ease of use, additional
changes were made by Venkatesh & Davis (1996), which proposed two distinct categories being the
Social Influence Category and Cognitive Instrumental Category.




According to William M. Pride and Ferrell O.C. (2011.Pg. 216), he defined social influences as
forces which people/group exert on a consumers buying behaviour. These forces could either come
from roles which they occupy, family, reference group, social class, and culture.
Michael Baker et al (1998), group influences is always geared towards conformity, and its tendency
to show in the decisions of an individual depends on the pressure the group bears on the individual
and the level of importance of the group to the individual.
Venkatesh and Davies (1996) further sub-categorised the social influence into a subjective norm.
According to Fishbein and Ajzen (1975), subjective norm is described as an individuals perception
that most people who are important to him think he should or should not use a particular technology,
which in-turn perceives its use as an enhancing factor for ones status within a social group.
Venkatesh and Davies (1996) in there study concluded that subjective norms has a significant effect
on intention to use new technology.
Page 44

Subjective norms are found to be important factor on individuals pre purchase decision, mostly when
the person still has a little or limited knowledge of the product or services, prior to a development of
attitude towards the product.
H5: Social Influences have a positive significant effect on consumers behavioural intention to
use 3G Mobile Services
H6: Social influences have a positive significant effect on actual usage of 3G mobile services.

2.4.3 PERCEIVED ENJOYMENT
Motivation behind consumers adoption of a product or service can be divided into two types:
Hedonic and Utilitarian Motives. Due to survey clarification, there is always the need to make a clear
distinction between the Hedonic and Utilitarian motives underlying consumers behaviour.



Sweeney D.R. (2007, Pg. 24), who made a study on the motive behind spectators values attached to
attendance to a sporting game, found that consumption for sporting activities had hedonic motives,
because for many people, sporting is a form of entertainment whose value is derived from the
enjoyment associated with the game. This is where emotional value comes into play, whereby
enjoyment is the utility derived from the sports game.
This makes hedonism totally different from Utilitarian motive, whereby the former is based on
excitement and pleasure derived, the latter is solely based on usefulness or efficient performance of
the product or service as perceived by the consumer.
Page 45

With a utilitarian motive, judgement and evaluation of a product is based on objectiveness, while that
of a hedonic is much influenced by intrinsic feelings towards the product. Within the TAM construct
for the study, Hedonic (Intrinsic) motivation is captured as Perceived Enjoyment (PE), while
Utilitarian (extrinsic) motivation is captured as Perceived Usefulness. According to Stefanos
Chatziagapias (2008), he defined perceived enjoyment as the degree to which a person believes that
the use of 3G services will be interesting and associates its use with enjoyment.
H7: Perceived enjoyment has a significant effect on consumers behavioural intention to use
3G mobile services.


.










CHAPTER THREE
METHODOLOGY
3.0 MEASUREMENT INSTRUMENT
Based on the purpose of the research topic, which looks into the relationship between consumers
perception of 3G mobile services and their behaviour towards its use, there is a need to make our
Page 46

research deductions from individual viewpoints. This brings about clarity on the appropriate research
design to be an integration of both qualitative and quantitative research with sample surveys, which
will give me the researcher the ability to quantify consumers perspective towards an experience.
According to Denzin and Lincoln (1994), they described qualitative research as a multi focus method
which studies subject matters in their natural settings, in attempt to make sense or interpret
individual experiences in their everyday life, while the quantitative approach according to Isadore
Newman and Carolyn R Benz (1998, Pg. 3), is defined as being a naturalistic approach used when
observing and interpreting reality with the aim of developing a theory that will explain what was
experienced. With regards to already proposed research questions, which were hypothesis made out
of proposed modified model of the Technology Acceptance Model, in order to understand customer
perceived value towards usage of 3G mobile value added services, there is a need for test of
confirmation or disconfirmation of the hypothesis through a quantitative approach.
This study will make use of a sample survey as its data collection instrument, in the context of 3G
mobile services, whereby respondents will be asked to express their level of agreement or
disagreement for various perceived value constructs. As cited in the Handbook of Statistics (2009,
Pg.3) according to Mahalanobis (1965, Pg. 45), one major advantage of survey samples, if
properly designed and conducted , is that it can supply at a great speed with low cost, sufficient
information accurate for practical purposes with the possibility of ascertainment of the margin of
uncertainty on an objective basis. Due to variety of data collection and measure processes, most
researchers tend to look at survey sample through the characteristics which make it up rather than a
generalised definition.

According to Floyd J-Fowler (2002, Pg. 1-2), he described it based on 5 characteristics, but three (3)
of it will be mentioned regarding the context of this research. And they are:
Sample Survey produce statistics which are numerical descriptions about some aspects of the study
population
Page 47

The main form of data collection is through pre designed questions administered to people,
whereby their answers constitute the data to be analysed
Patterns of consumer expenditure and expectation are major predictors in analysing the social &
economic trend
Some other researchers such as Singh & Chaudhary (1986, Pg. 3), view the need for online sample
survey under its conditions of use, such as limited budget, constraints in time, money, resources, and
high cost of analysing a large population sample.
With regards to this research thesis, the above proposed conditions for the use and characteristics
of sample survey fits very well, due to limited amount of time, money, and the need for numerical
description of respondents and analysis of their answers. The research will make use of a web-page
questionnaire survey, which according to Fenech & OCass (2001, Pg. 361), provides a single
common medium, which makes it very easy for respondents to fill and have an automatic return of
forms, non-exemption of questions, and also an automatic transfer of data back to the analytical table
without a manual entry. Although one major problem of the web-based survey is the non-coverage
error, due to the exclusion of individuals without an internet access and most times lazy attitude of
respondents towards online forms. This attitude can be a factor of different reasons, such as
respondents feelings that his/her response doesnt make a difference in the outcome of the research
or most times not being too sure of terms being used.






3.1 SAMPLE AND DATA COLLECTION PROCEDURE
Page 48

3.1.1 Sample Selection
In this research thesis, the target population is Nigeria, in pursuit of their consumer behaviour
influenced by value perception towards 3G mobile value added services. The study made use of a
non-probability sampling technique in conducting its sampling process. This will give rise to a snow-
ball sampling technique in the course of the survey. Hence, bulk of the survey is conducted based on
respondents referrals, which will help me to reach the expanded marginal and scattered population.
Due to time, financial and physical accessibility constraints, participants were selected based on their
accessibility to the internet, which allowed a quicker response and feedback to contribute to the
research. In the study, questionnaire was distributed via Facebook and email with the use of a survey
tool called Google Survey. The Google Survey is a web-based survey site which enables you to
self-design an online questionnaire form/tool called the Collector. Through the creation of a
Facebook or Email collector, you are able to distribute, track responses, set reminders and place
direct links of your designed questionnaire on friends list and contact address.
One of the major advantages of the using the Facebook and Email is that it allows you to specifically
target your participants, who in-turn makes their own referrals, thereby eliminating familiarity and
biases between the researcher and the respondents. The target respondents of the survey are
Nigerians across different states of the country within the age bracket of 16-65 years, having access
to the internet as earlier mentioned with an active Facebook and Email account.
3.1.2 Sampling Technique
Questionnaire was designed in such a way it paid attention to the simplicity of the questions and
respondents intellectual level. Due to the inevitable fact, that most respondents might not really
understand the term 3g mobile value added services, an introductory paragraph will be placed on the
beginning of relevant pages in the questionnaire defining distinctive terms.


Page 49


According to Malhotra & Birks (2000, Pg. 326), questionnaires are known to have 3 specific
objectives which are: the need to translate needed information into questions, increasing the
motivation of respondents to answers through clarity of questions and finally minimization of
response error resulting from misanalysed answers.
The first part of the questionnaire tried as much as possible to find out respondents networks which
they are subscribed, there knowledge of most services, usage of the research selected services and
how all the proposed study variables have affected there awareness and usage intention. Second Part
of the Questionnaire is an inquiry into the demographic characteristics of the respondents.
The first part of the questionnaire tried as much as possible to obtain respondents affinity towards
various constructs. Most of the questions relating to developed hypothesis were intended to be
answered based on a five point likert scale, whereby figure 1 represents Strongly disagree/ Very
Untrue, 2 for Disagree/Slightly Untrue, 3 for Neutral, 4 for Agree/Slightly True, 5 for
Strongly agree/Very True. Based on past literatures and research model, the research questions
were grouped based developed hypothetical constructs such as Perceived Ease of Use, Perceived
Usefulness, Social Influence, External Variables, Perceived Enjoyment and Innovativeness, Attitude
towards use and likeability.
Items measuring Perceived Usefulness and Perceived Ease of Use were adopted from study made by
Davis (1989), measuring on a 5 scale likert ranging from 1=strongly disagree to 5=strongly
agree.
Items measuring Social Influence and Subjective Norms where based on scales developed by Ajzen
and Fishbein (1989). Questions and Statement such as: Most people who are important to me,
would consider my using a selected 3G devices to be --: Respondents answers will be based
on a 5 scale likert ranging from Very True, Slightly True, Neutral, Slightly Untrue, & Very Untrue
Page 50

External Variables such as Price (Transactional Cost), Content, Screen Size, Compatibility,
personalization, security, complexity of use, and internet connection/data transfer speed, where
measured in understanding there influence on consumer adoption of 3G mobile services.

Which also the variable influence were measured on Five-point likert-type scale of 1=Not
Important to 2 = Very Important. Items measuring Attitudes towards use and Intention to use were
also developed from Ajzen and Fishbein (1980) and Lee (2008). Statement were followed by the 5
point likert scale of 1= Strongly Disagree to 2 = Strongly Agree. Sample Questions such as Using
3G services should be a beneficial and wise decision on Attitude towards using, while Question
such as I intend to use 3G services, if I am introduced to it for intention to use, will be answered
with the same pre-mentioned scales.
3.1.3 Questionnaire Structure
The research questionnaire is divided into two parts. The part A which has been discussed above is
originally intended to identify consumers perceived value on adoption of 3G value added services
through the developed Independent and Dependent Variables. The second Part of the Questionnaire
is proposed to collect respondents Demographic information such as Gender, Age, Academic States,
Occupation, Monthly income level, location, Frequency of Use, length of Use, Number of Networks
user is connected with, and the part/region of the country which they reside, were tried to be captured
at the end of the Questionnaire. The Age Groups in the survey were sub-divided into four clusters
which are 16-25, 26-34, 35-49, and over 50 years. Information on their academic status of
respondents where sub-divided into High-School degree, University Degree, Masters Degree and
Doctorate Degree. The Occupational Status is categorised as Self-Employed, Fully Employed, Part-
time, and Voluntary Staff. The Part B also tried as much as possible to have a clear image of
Respondents source of fund in-terms of weekly/monthly expenses with a mobile network, how much
he/she is willing to spend on a phone service inclusive of voice calls and test messaging, the number
of networks they are subscribed to and the make of mobile devices which they use. Questions such
Page 51

as what is your average monthly mobile phone expenditure?, and How many mobile network
are you subscribed to, and for how long have you been with them, where included.
https://docs.google.com/spreadsheet/viewform?formkey=dFU0dUNlTGpaSEJBMDJ2THFoMVFud
FE6MQ . This web link displays the published form in an online medium


CHAPTER 4
DATA ANALYSIS AND RESULT INTERPRETATION
4.0 Respondents Demographic Analysis
Among the 83 valid responses, only 57 respondents were reported to have used 3g value added
services, taking about 73% of the total respondents. 35 respondents were males making up 61% of
the responses, while 22 were females making up 39% of the responses. Respondents demography
can be summarized as follows: Gender (Male, 35(52%): Female, 22 (39%): Age; 16-24 years, 15
(26%), 25-36years, 38 (67%), 38-60years, 4 (7%).
Regarding their educational background, a higher percentage of university students and graduates
under the age range of 18-35 responded to the survey amounting to58%, followed by post-graduate
students which accounted for 40%. Among the 57 respondents who had ever used or adopted 3g
mobile services, a large majority of them adopted services provided by the multinational company
known as MTN (78%), which is the company with highest subscription base of 95% in the survey,
then subsequently followed by the two national companies known as GLO Nigeria (12%) and
Etisalat (7%).
With regards to users experience with mobile phone in the country, 60% responded in having used
mobile phones for a period of 7 9 years, whereby 5% made up of respondents who have only used
mobile phones for a period of 1-3 years. Approximately 46% of the users reported to use their
Page 52

mobile phones for both business and private use at an equal scale, while 30% reported to use theirs
exclusively for private purpose, and 25% more for private than for business purposes. The numbers
presented by respondents, shows us a strong indication of penetration and saturation level of mobile
phones in the Nigeria society, whereby 35% of the respondents where subscribed to more than one
network telecom operators.




Table 1 indicates a comprehensive list of 3g mobile value added services being stated in the survey.
Services such as SMS (47%), Facebook (53%), Family and Friends (37%), blackberry messenger
(65%), e-mail push (40%), internet browser (89%) and bank credit alert (33%) made up 75% of
services used much daily by respondents. One respondent said in quote;
E.g. I downloaded my girlfriends favourite song, which I personalised as my ringtone. Whenever
my phone rings and I hear the song, am so full of excitement having her best song as my ringtone

Most value added services, are believed to save time and stress, because of the ease its creates in
achieving some daily live activities, such as Credit alerts, Banking Transactions and payment of
Bills.

Over 50% of the respondents, know about most services, but never use it. Services such as TV
contest vote (49%), online shopping and payment (56%), and vehicle tracking and navigation
systems (72%) fall under this category. Some of the reasons for not using the services, when the
respondents were asked included answers such as insufficient understanding about the service
product, which made up a high percentage of the problem, followed by inaccessibility to the internet
Page 53

and finally the cost attached to using these services. The 3g mobile service with the highest
unawareness level among respondents was the mobile TV and booking & ticket purchase services,
each with a 9% of overall responses indicating they dont know the services. Regarding on how
responses came to know about the 3g services which they selected to either have used or hoping to
use, 65% of agreed there family and friends contributed a lot there knowledge of most services,
followed by TV commercials (56%), Internet (47%), radio commercial (28%), newspaper (25%),
and roadshow campaign running as the least with 4%.
One major surprising finding from the survey responses show that blackberry is the most widely
used mobile brand in the society, with a 63% usage, followed by Nokia (28%).



The world leading mobile phone brand companies such as Apple iPhone and Samsung all have a 0%
and 7% usage in the Nigeria society according to the survey, which generally indicates a very low
usage of the this phone brands. Regarding on factors which influences choice of 3g mobile value
services, majority of the respondents ticked faster data transmission/connectivity and content
personalization would more likely draw them closer to these services. Among the responses, 72% are
very more likely to adopt 3g mobile services if they have a clear understanding of the services, and
better access to the internet.
Evident from Table 11, it could be clearly seen that factors such as data transfer and internet service
connection are of high level of importance. To my own surprise, factors such as content
personalization did not carry much effect as a usage influence as only 26% of the respondents ticked
very likely on the likert scale. These on the other hand could be of two reasons, such as
individuals not having a technical understanding of the term content personalization, or they were
Page 54

more anxious on having a taste of what the services were all about, which could only be made
possible through quality access to the internet via telecom operators.
Table 3: Considered factors affecting usage.
How important
are the following
factors considered
in usage of mobile
services.

Very important
consideration

Slightly
important
Consideration

Not Important
Call Tariff 72% 19% 9%
Customer Service

21% 44% 35%
Services Package
& Goodies
42% 28% 30%
Family & Friends

54% 30% 16%
Cost of SMS 30% 37% 33%


Table 4: Current usage of various 3g mobile value added services by respondents.
Mobile
Services

I use
daily
I use
often
I
rarely
use
I
dont
know
this
I
know
it,
but
never
use it

Page 55

SMS 47% 30% 18% 2% 2%
Facebook 53% 26% 18% 2%
Caller Back
Tunes
7% 7% 33% 7% 39%
Family &
Friends
39% 25% 19% 4% 9%
Mobile Games 7% 11% 39% 2% 39%
Blackberry
Messenger
65% 4% 4% 2% 25%
Twitter 28% 14% 16% 2% 37%
Logo &
Theme
9% 9% 23% 14% 40%
Music
Download
28% 32% 25% 4% 9%
Mobile Radio 11% 9% 26% 9% 42%
E-mail Push 40% 11% 18% 5% 23%
Mobile TV 5% 2% 21% 9% 58%
Internet
Browser
89% 4% - - 4%
TV Contest
Vote
7% 7% 25% 9% 49%
Mobile
Banking
14% 18% 30% 4% 30%
Credit Alert 33% 33% 18% - 11%
Mobile Bill
Payment
5% 9% 21% 7% 53%
Page 56

Dating Sites 5% 7% 25% 7% 53%
Online
Shopping
5% 11% 21% 4% 56%
Vehicle
Tracker
5% 2% 12% 5% 72%

Table 5: Demographic Characteristics of Respondents
Demographic
Characteristics
Subjects Frequency Percentage
(%)
Respondents
Gender
(n=57)
Male 35 61%
Female 22 39%
Age 16-24 15 26%
25-35 38 67%
35-60 4 7%
60 - above 0 0%
Educational Level of
Respondents (n=57)
College 1 2%
Graduate Schools 33 58%
Post Graduate level 23 40%
Main 3G telecom
operator of use
MTN 45 79%
GLO 7 12%
Page 57

ETISALAT 4 7%
AIRTEL 1 2%
Number of years of being
a mobile phone subscriber
1-3 years 3 5%
3-6 years 9 16%
7-9 years 34 60%
10-12 years 11 19%
Respondents demographic
region of residence
South-West 13 23
South-East 19 33
South-South 8 14
North-East 1 2
North-Central 16 28








4.1 Reliability Analysis
Page 58

Generally, with regards to studies assessed via multiple scale questions, there is a need to determine
the level of internal consistency between this multiple item scales or scores to a sufficient level
whereby they can be justified to represent a single construct. In this research, the internal consistency
of the multiple scale items will be measured using the Cronbachs Coefficient Alpha. Cronbachs Co
efficient Alpha answers questions such as Do all the items in my scale really tap into a construct?.
Cronbachs coefficient alpha can be defined as the estimate of the internal consistency associated
with a construct, which are being derived from multiple scale items. So in other words, there is a
great need to test reliability, because in the absence of one, it is impossible to know if the survey
questions are truly a reliable tool to measure the research proposed constructs. Values of the
Cronbach alpha range from 0 to 1, with the indication of a greater reliability associated with higher
values (Values closer to 1). Table 1 below shows the result of the analysis of the Cronbachs
alpha for the study construct using the statistical tool known as SPSS 19. The following are the
constructs which were made up through past literatures and theory. They are: Perceived Usefulness
(PU), Perceived Ease of Use (PEU), Perceived enjoyment (PE), Attitude towards use (ATU) and
Behavioral Intention to Use (BIU).
Table 6.Cronbach Alpha Value of Summated Factors (Reliability Analysis)


VARIABLES COEFFICEINT ALPHA
Perceived Usefulness 0.920
Perceived Ease of Use 0.767
Perceived Enjoyment 0.959
Social Influence 0.817
Attitude towards use 0.801
Behavioral intention to use 0.788
Page 59


The above figure signifies a very strong reliability among the various items or scales representing a
defined construct. This can also be interpreted as all the multiple scale questions in the survey
questionnaire are true representatives of the above mentioned research constructs.
4.2 Pearson Correlation Analysis
The Pearson Correlation Analysis is a statistical tool used to determine the association between two
or more variables which are scored on an interval or ratio level. The degree of association between
the variables (PU, PEU, PEN, SI, ATU, and BIU) is measured using a Pearson Correlation. Due to
the fact, that the research constructs where may up of multiple item scales questions, there was a
need to calculate the sum mean of all the item scales. The calculated mean of the constructs will
further be used for its correlation analysis and regression analysis. The value results of a Pearson
correlation value (r) is between -1 to 1. Results with a value of -1 indicates a weak correlation,
values in between such as 0 indicates a moderate relationship, while values closer to 1 are true
representatives of a strong correlation.
Table 7: Bivariate Correlations Results
Variables
PERC
EIVE
D
USEF
ULNE
SS
Percei
ved
ease
of use
PERC
EIVE
D
ENJO
YMEN
T
SOCI
AL
INFLU
ENCE
ATTIT
UDE
TOW
ARDS
USE
B
T
U
M
M
PERCEIVED
USEFULNESS
Pearson
Correlation
1 .245
*
.303
*
-.221
*
.694
**
.6
7
9
*
*

Page 60

Sig. (1-
tailed)

.033 .011 .049 .000 .0
0
0
N 57 57 57 57 57 5
7
Perceived ease
of use
Pearson
Correlation
.245
*
1 .729
**
-.116 .335
**
.2
5
8
*

Sig. (1-
tailed)
.033

.000 .196 .005 .0
2
7
N 57 57 57 57 57 5
7
PERCEIVED
ENJOYMENT
Pearson
Correlation
.303
*
.729
**
1 -.148 .264
*
.3
1
1
*
*

Sig. (1-
tailed)
.011 .000

.136 .023 .0
0
9
N 57 57 57 57 57 5
7
SOCIAL
INFLUENCE
Pearson
Correlation
-.221
*
-.116 -.148 1 -.243
*
-
.2
8
3
*

Sig. (1-
tailed)
.049 .196 .136

.034 .0
1
7
N 57 57 57 57 57 5
7
ATTITUDE
TOWARDS
USE
Pearson
Correlation
.694
**
.335
**
.264
*
-.243
*
1 .6
8
5
*
*

Page 61

Negative or low correlation between variables, from 0.30 to 0.49 is considered medium; while Value
such as 0.5 to 1.0 means that there is a perfect positive between the study variables.
4.2.1 Interpretation: Results from the analysis shows that Social Influence and perceived ease
of use has little or no influence on consumers intention to use 3g mobile value added services. An
absence or removal of the two variables from the study according to the Pearson Coefficient result
will not be significant in determining factor influences on consumers intention to use.
According to the result perceived usefulness indicates a strong effect on consumers intention to use
3g mobile value added services (r= 0.679, p=0.000, whereby coefficient is significant at 0.05).
Perceived ease of use which is next to perceived usefulness in the Technology acceptance model is
also a bit significant with (r=0.258, p=0.027), but not as strong as perceived usefulness.
One major important factor is the Attitude towards usage (ATU) (r=0.685, p=0.000), having a huge
significance in relationship with consumers intention to use 3g mobile services. Attitude towards use
in the study is measured through 5 individual questions, which were also analyzed within each other.
Among the measured scale questions Using 3g would be beneficial to me(r=0.661, p=0.000) and
Sig. (1-
tailed)
.000 .005 .023 .034

.0
0
0
N 57 57 57 57 57 5
7
BTUMM Pearson
Correlation
.679
**
.258
*
.311
**
-.283
*
.685
**
1
Sig. (1-
tailed)
.000 .027 .009 .017 .000

N 57 57 57 57 57 5
7
*. Correlation is significant at the 0.05 level (1-tailed).
**. Correlation is significant at the 0.01 level (1-tailed).

Page 62

Using 3g mobile services would be a positive experience had strong significance on affecting
attitude towards use.
The price worth (r=0.369, p=0.000) associated with using the 3g mobile services was also evaluated,
with a results showing a medium level of significance, but not as strong as the former two questions.
Regarding social influence (r=-.283, p=0.017), there is considerably no strong relationship found
between the variable and behavioral intention to use 3g mobile services. The relationship between
the two variable can clearly said to be weak.




4.3 Multiple Regression Analysis.
In a bid to test the research hypothesis relationship between the dependent and the independent
variable, a multiple regression analysis will be carried out. Altogether, 8 hypothesis were proposed
and there results are enumerated in table (). In the study, the F-statistics produced (F=32.981) is
found to be significant, thereby confirming the fitness of the model. Thus, a larger F-statistics
signifies that more of the total variability is accounted for by the model.
4.3.1 Hypothesis Test
HI argued that Perceived Usefulness will have a positive effect on consumers intention to use 3g
mobile value added services. Results from the analysis revealed a significant result (B=0.394,
T=3.102, p=0.000). Therefore H1 is a supported hypothesis, because consumers intention to use 3g
mobile services adoption is shaped and influenced by functionality and quick access to the world
information, which is the mobile services provide for them.
Page 63

H2 posited that perceived ease of use has a positive effect on behavioral intention to use 3g mobile
services. Findings from the calculation confirmed that perceived ease of use (B=0.032, t=0.304,
p=0.041) is not strongly significantly related to behavioral intention to use. So, it can be said that,
H2, is not a verified hypothesis. This result was also the same with H4, which was on perceived
enjoyment positive effect on behavioral intention to use. Analyzed result of H3 (B=0.092, t=0.953,
p=0.130) also nullified the hypothesis that perceived enjoyment has a positive significant effect on
behavioral intention to use 3g mobile services.
One very surprising finding of the study however is on the effect of social influences on consumers
intention to use. According to Joe M.Bohlen et al (1998) Technology Acceptance Lifecycle, which
proposed that peoples behavior is a factor of their demographic and psychological characteristics in
reference to technological use. Social influence (B=-.102, t=-1.083, p=-.147) is found not be
significantly associated with consumers behavioral intention to use 3g mobile value added services.
Social Influence (b=-.102, t=1.083, p+-.147) is found not to be significantly associated with
consumers behavioral intention to adopt 3g mobile services.

This can be associated with various reasons, one of such is an indication made by the survey,
whereby on a percentage scale, 28% had a neutral view on its influence, compared to the 14% that
ticked it would likely and 1.8% of respondents who said it would unlikely make them use it.
Table 2.Social influence likert scale calculated frequency (1= Strongly Agree, 2=slightly agree,
3=Neutral, 4=Slightly Untrue, 5=Very Untrue)

Table 8: SOCIAL INFLUENCE

Frequency Percent Valid Percent
Cumulative
Percent
Valid 1.00 2 3.5 3.5 3.5
1.25 1 1.8 1.8 5.3
Page 64

1.50 9 15.8 15.8 21.1
1.75 2 3.5 3.5 24.6
2.00 8 14.0 14.0 38.6
2.25 6 10.5 10.5 49.1
2.50 6 10.5 10.5 59.6
3.00 16 28.1 28.1 87.7
3.25 3 5.3 5.3 93.0
4.00 1 1.8 1.8 94.7
4.25 2 3.5 3.5 98.2
5.00 1 1.8 1.8 100.0
Total 57 100.0 100.0

Source: Spss.








H5, which is the final hypothesis, proposed that attitude towards use has a significant effect on
behavioral intention to use 3g mobile services. In the study, with regards to the statistical test carried
out whereby
(B=.411, t=3.238, p=.402), H5 is a strongly supported hypothesis. Majority of the respondents totally
agreed that using3g mobile services would be beneficial experience and a wise decision to take.
Statistically the R
2
value of the research model is 0.549which indicates a considerate strong
relationship between behavioral intention to use 3g mobile services and independent variables
(Perceived Usefulness and Attitude towards use). These two variables can strongly explain the
variability of behavioral intension to use 3g mobile value added services at a level of 54.9% in the
Page 65

available sample population. From research evaluation and summation of its hypothesis, behavioral
intention to use 3g mobile value added services are influenced negatively with regards to perceived
ease of use and perceived enjoyment, but affected positively by perceived usefulness and attitude
towards its usage. Social Influence on the other hand did not increase consumers willingness to
adopt the mobile services in the country.

Table 9.Mutiple Regression Summary of ATU & PU
Model Summary
Mode
l R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .685
a
.469 .459 .59286
2 .741
b
.549 .532 .55122
a. Predictors: (Constant), ATTITUDE TOWARDS USE
b. Predictors: (Constant), ATTITUDE TOWARDS USE, PERCEIVED USEFULNESS






CHAPTER 5
CONCLUSION
5.0 Discussion
Having an aim on examining consumers perceived value factors and their intention towards the
adoption of 3g mobile added services in Nigeria, the research was reviewed and analyzed through an

Page 66

extended theoretical framework of the Technology Acceptance Model. The research analyzed the
relationship between perceived usefulness, perceived ease of use, perceived enjoyment, social
influence and attitude towards use on Nigeria mobile customers behavioral intention to use 3g
mobile value added services.
Perceived usefulness showed a strong positive effect on consumers intention to use or adopt 3g
mobile services. This is basically driven by two major factors, which were convenience and
functionality which these services provided. From the study analysis, it shows that consumers
behavioral intention to adopt 3g mobile services is largely influenced by their perception of the
functionality of the services on their daily lifestyle. Most of the consumers or subscribers pay for
their services mostly for the function it delivers to them. The research highlighted little importance
of perceived ease of use on adoption intention, despite my assumed effect on the energy I thought the
perceived factor would save consumers in there communication lifestyle, most especially with the
outrage of black berry messenger and Facebook in the country. Although the technology acceptance
model proposes a strong common correlation between perceived usefulness and ease of use, the
opposite showed up in this study indicating a little relationship between the two value factors. But in
my own view, I would strongly recommend that perceived ease of use would have a huge influence
on 3g mobile services, if only network operators provided themselves with showrooms displaying
and educating the public on different features of these 3g mobile value added services, which is the
case of iPhones in Apple stores.



In the research, perceived usefulness and attitude towards use, kind of shared a common significant
influence on adoption intention. External factors such as speed, data transmission, and privacy of
content, where huge significant factors which also influenced usage positively. Whereby factors such
Page 67

as content personalization wasnt really a motivating factor for Nigeria telecom users in the research,
which could be attributed to the fact that it was a concept which network providers have not created
much awareness for among the public.
On the other hand, perceived enjoyment and social influence, where shown to be insignificant in
influencing consumers behavioral intention to adopt 3g mobile services. Although the result shown
of the perceived enjoyment insignificance seems to be an unusual experience, when being compared
to past researches made on the TAM model whereby it most times be favorable. But this is excusable
because of the fact is a research on the Nigeria mobile industry, which cannot be generalized
worldwide. As bad as it might sound, these two factors are still needed conditions in having a
mobile phone, but they dont add up to be enough factors which ignite a consumers spirit or attitude
towards the adoption of 3g mobile services in the study.
5.1 Managerial Implication
The research had its way of making respondents and mobile subscribers become aware and
understand the amount of untapped opportunities which the mobile sector can provide and possesses.
3g services such as location-based services, mobile banking, and mobile commerce is the step ahead
for a successful business economy in the nation, which every single individual would directly or
indirectly benefit from in the society. Results emerging from the study, throws a lot of managerial
insight, which would benefit content developers in the mobile industry.
M- Commerce should not be an overlooked subject matter in the country. Location-based service
which is under the m-commerce category is made up of Travelers, route, emergency, delivery and
national security services. The technical and commercial ability of emerging and existing 3g mobile
value added services in addressing local business challenges would be of great advantage.


Page 68

3g services which can update small scale retailers of current prices of their goods nationally can
make a huge business difference. Findings from the research significantly broadens understanding
on the awareness level of 3g mobile services in the country and individual perception towards the
users acceptance of the services which they provide.
The study also pin pointed basic lump holes regarding 3g mobile services which telecom
stakeholders need to address. Managers in the telecom industry can view this study from two simple,
but strategically functional views. One is that level of awareness it creates among network providers
knowing a favorable amount of individuals who know about these 3g services and those are strongly
willing to adopt it if some factors are put into place while developing and advertising this services.
Secondly, despite the huge amount of money and creativity which has being poured into promotions
and advertisement, purchasing tendency are individuals fore judgment regarding the extra value in
terms of its functionality and convenience which these services can provide.
From my little one on one chat with respondents, I identified that there is a large absence of
knowledge on utility services which have practical values. Which has been more of the fault of
service operators, rather than on the subscribers who this services are mearnt for. In Nigerian much
effort has to been put on the campaign for entertainment services, rather than on mobile-commerce
services. Although currently the Banking sector are putting much effort on development of online
apps for the customers, making them to be more engaged with the advantages of a having a 3g
enabled mobile phone. Around the developed countries, GPRS is undeniably the major driver for 3g
technology. But in the Nigeria context, the use of GPRS technology is still very unsure among
respondents. Subscribers would not openly want to pay for services which they are unsure of, which
calls for a review by the network operators on granting subscribers variety of billing options in the
Nigeria mobile industry as it is done in the advanced nations such as United Kingdom and China.
Billing options such as pay as you use, monthly contract bundles, prepaid & postpaid accounts, gives
a mobile subscriber the flexibility to log in or out of any services which they find to be either useful
Page 69

or not, and at the same time give them access, visibility, and control on how much they spend and on
what services they spend it on.

A constraint such as inability amongst network providers to leverage mobile channels on accessing
business activities via a digital platform is a key subject to develop.at the end of the survey, 92% of
respondent show a greater willingness to use 3g mobile value added services, after answering to the
survey questions.
In as much as previous researches have looked into financial success stories of just call tariff in the
emergence of telecom industry down to its decrease in average revenue per unit, further studies
should now look into network providers financial implications as a result of the 3g services which
they develop and provide, and how these services have kept them competitively in the 3g market. A
cross-national study can also be carried out to evaluate value perception influencing usage of 3g
services between Nigeria and Europeans countries.
5.2 Limitation
The study still had some of its limitations, such as the sampling method used and number of
respondents who participated in the online survey. Regarding the sampling method, a snow ball
sampling method was employed, which despite its avoidance of biases, still had its lapses such as
uncertainty of a proper representative to be studied. Being a non-probability sampling approach, not
much is really known of your respondents, even though is cost effective and time saving. And one
other major limitation is the exclusion of individuals without an internet access as a result of survey
being a web-based questionnaire.
Putting a reality check on the study, 3g mobile value added services like we know is still an
emerging market, with most people having limited knowledge of its terms, which the questionnaire
tried as much to define. Responses gotten from the survey, I would say in my own view, are subject
to anticipation rather than the actual experience of using these mobile value added service
Page 70






5.3 Conclusion
In summary, the research aim was achieved through the analysis of the relationship of the TAM
constructs using the SPSS statistical tool. Some of the results supports past researches, while others
dont, such as the case with perceived enjoyment and social influence having little influence on
adoption intention, but at the same time providing a reality check for 3g mobile services providers
and operators.



Page 71


REFERENCES:
Ajzen, I. (1991).The theory of planned behavior. Organizational Behavior and Human Decision
Processes, 50: 179-211.
Ajzen, I. (2002).Perceived behavior control, self-efficacy, locus of control, and the theory of planned
behavior.
Ajzen, I. & Fishbein, M. (1969). The prediction of behavioral intentions in a choice situation. Journal of
Experimental Social Psychology, 5, 400-416.
Ajzen I, & Fishbein M (1980), Understanding attitudes and predicting social behavior, Englewood
Cliffs, NJ: Prentice-Hall.
Agarwal, R., & Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in
the domain of information technology. Information systems research, 9(2), 204-215
Angel ova, B., & Zekiri, J. (2011). Measuring Customer Satisfaction with Service Quality Using
American Customer Satisfaction Model (ACSI Model).International Journal of Academic Research in
Business and Social Sciences, ISSN, 2222-6990.
Anckar, B., & Incau, D. (2003). Value creation in mobile commerce: Findings from a consumer
survey. JITTA, Vol.4, Pg. 43
Barney, J. B. (1999). How a Firm's Capabilities Affect Boundary Decisions. Sloan Management
Review, 40: pp. 137-145.
Barney, J. B. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management,
((17): pp. 99-120.
Bandura, A. (1977). Self-efficacy: Toward a unified theory of behavioral change. Psychological
Review, 84, 191-215.
Bandura, A. (1982). Self-efficacy: Mechanism in human agency. American Psychologist, 37, 122-147.
Beal, George M. & Bohlen, Joe M. (1957). The diffusion process. Special. Report No. 18, Cooperative
Extension Service, Iowa State University, Ames, Iowa. (Also reprinted in November, 1962).
Baldi, S. and P.P. Thaung. (2002). The Entertaining Way to M-Commerce: Japans Approach to the
Mobile Internet A Model for Europe?" Electronic Markets, Vol. 12, No. 1: pp. 6-13.
Barnes, S. J. and S. L. Huff. (2003) "Rising sun: iMode and the wireless Internet," Communications of
the ACM, Vol. 46, No. 11: 78-84.
Barnes, S. J., "Wireless digital advertising: nature and implications," International Journal of
Advertising, Vol. 21: 399-420, 2002a.
Barnes, S. J., The Mobile Commerce Value Chain: Analysis and Future Developments International
Journal of Information Management, Vol. 22, No. 2: 91-108, 2002b.
Page 72

Barwise, P. and C. Strong. (2002) "Permission-Based Mobile Advertising," Journal of Interactive
Marketing, Vol. 16, No. 1: 14-24.
Bertel, U., A. Rangone and F. Renga. (2002). Mobile Internet: An empirical study of B2c WAP
applications in Italy Electronic Markets, Vol. 12(1): pp. 27-37.
Michael J. Baker & Susan Hart (1998), Product Strategy and Management, London, Prentice Hall
Europe.
Bodil Arbin, Lars Holmberg, Caroline Jonsson (2006). Strategies in the Colombian
Telecommunication Market: Seen Through the perspective of Porter. Master Thesis: School of
Management, Blenkinge Institute of Technology. Pp. 16-24.
Carlsson, C., Hyvonen, K., Repo, P., and Walden, P., (2005) "Asynchronous Adoption Patterns of
Mobile Services: System Sciences, HICSS'05. : Proceedings of the 38th Annual Hawaii International
Conference. pp.189a-189b.
Cronin, J.J., M.K. Brady and G.T. Hult. (2000). Assessing the Effects of Quality, Value, and Customer
Satisfaction on Consumer Behavioral Intentions in Service Environments, Journal of Retailing, Vol.76
(2), pp. 193218
Chuttur M.Y (2009). Overview of the technology acceptance model: Origins, developments and
future directions, Indiana University, USA. Sprouts: Working Papers on Information Systems, Vol.
9(37). http://sprouts.aisnet.org/9-37.
Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information
systems: Theory and results: Doctoral Dissertation. Cambridge, MA: MIT Sloan School of
Management.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use & User Acceptance of Information
Technology. MIS Quarterly, 13(3), 319339.
Denzin, N., & Lincoln, Y. (1994). Introduction: Entering the field of qualitative research. In N. Denzin
& Y. Lincoln (Eds.) Handbook of qualitative research (pp. 1-17). Thousand Oaks, CA: Sage.
Fishbein, M., and Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory
and behavior. Addison-Wesley, Reading, MA.
Fernandez, Z. & Usero, B. (2009). Competitive behavior in the European mobile telecommunications
industry: Pioneers vs. Followers. Telecommunications Policy, 33, pp. 339-347.
Fernndez, Z. & Usero B. (2009). The effect of non-market strategies in the mobile industry. In: Lee I,
editor. Handbook of Research on Telecommunications Planning and Management for Business, IGI
Global, Penn, pp.193206.
Ferrell, O. C., & Hartline, M. (2010). Marketing strategy. South-Western Cengage Learning, USA, Vol.
(5), pp. 513-515
Ferrell, O.C., and William M. Pride. (2008). Marketing. Boston: Houghton Mifflin Harcourt Publishing
Company. Print: Grossman, Lev. Person of the Year 2010. Time, 15 Dec. 2010. Accessed on the web
11 Nov. 2011.
Fenech T., & OCass A. (2001) "Internet users adoption of Web retailing: user and product
dimensions", Journal of Product & Brand Management, Vol. 10 Iss: 6, pp.361 - 381
Page 73

Fowler, Floyd J. Jr. (2002). Survey Research Method. 3
rd
Ed. Sage Pub, Thousand Oaks, California. Pp.
1-2
Grant, R. M. (1996). Prospering in Dynamically-Competitive Environments: Organizational Capability
as Knowledge Integration. Organization Science, Vol. 7: pp. 375-387.
Gretzel, U., Law, R. and Fuchs, M. (2010). Information and Communication Technologies in Tourism.
Springer, New York, pp. 137-212
George M.B. and Joe M.B. (1957). The Diffusion Process. Iowa State College Agricultural Experiment
Station Report, Issue 18. Pp. 1-6.
Handbook of Staistics (2009). Handbook of Statistics: Sampe Surveys: Theory, Methods and Influence.
Volume 29 of Handbook of Statistics . Elsevier. Pg.3.
Holbrook, M.B. (1977). Comparing multiattribute models by optional scaling. Journal of Consumer
Research, Vol.4, pp. 165-171.
Holtel, S. (2006) A timeless way of service classification. Vodafone R&D white papers. Understand the
personality of future communication services, Vodafone.
Heinonen, K., Pura, M. (2006) "Classifying Mobile Services. Proceedings of Helsinki Mobility
Roundtable. Sprouts: Working Papers on Information Systems, 6(42). http://sprouts.aisnet.org/6-42
Hirschman, E.C. & Holbrook, M.B. (1982). Hedonic consumption: Emerging concepts, methods and
propositions. Journal of Marketing, Vol. 46, pp. 92-101.
Hossein M. & Amirhossein K.S (2001). A Customer Value Perspective Motivates People to Purchase
Digital Items in Virtual Communities. 2012 International Conference of Economics, Business and
Marketing Management, IPEDR, Vol. 29. IACSIT Press, Singapore. Pg.226
Isadore Newman and Carolyn R. Benz. (1998). Validity and legitimation of research. & Strategies to
enhance validity and legitimation. In Qualitative-Quantitative Research Methodology: Exploring the
Interactive Continuum (pp. 3-27).
Kaasinen E (2003) User needs for location-aware mobile services. Pers Ubiquitous Comput 7(1): pp.
7079
Kaasinen E (2005) User acceptance of mobile servicesvalue, ease of use, trust and ease of adoption.
Doctoral dissertation, VTT Publications 566, Finland, pp. 113-123
Korhonen, P. (2003) Technology leadership. Paper Presented at Nokia Capital Market Days, New York.
Kotler P, Armstrong G (1996) Principles of marketing. Pearson Education, Inc., Upper Saddle River,
New Jersey.
Lavidge, R. and Gary, A.S. (1961). A Model for Predictive Measurement of Advertising Effectiveness.
Journal of Marketing 25 (October); pp. 59-62
Martin William (2011). Doing What Works: What Successful People Do Differently. Author House
Pub. Pp. 33-36
Mudie, P. and Pirie, A. (2006). Services Marketing Management. 3
rd
ed. Oxford: Elsevier Ltd.
Page 74

Mary M. Long, & Leon G. Schiffman, (2000) "Consumption values and relationships: segmenting the
market for frequency programs", Journal of Consumer Marketing, Vol. 17(3), pp.214 232
Minna P.,. & Gummeras J. (2007). Discovering Value Perceptions of Mobile Services with Critical
Incident technique (CIT). Marketing Theory and Applications. Pp. 35-40.
Plunkett Research (2006). Wireless and Cellular Industry Trends. Retrieved September 2012 from
the World Wide Web: http://www.plunkettresearch.com
Pagani Margherita. (2004).Determinants of Adoption of Third Generation Mobile Multimedia Services.
Journal of interactive marketing, Vol. 18 (3): Pages 46-59. Wiley Periodical Inc.
Parasuraman, A. and Colby, C.L., (2001), TechnoReady Marketing: How and Why Your Customer
Adopt Technology, New York: The Free Press and Implications for Service Organizations. Frontiers in
Services Conference, New Orleans.
Porter, M. E. (1979). How Competitive Forces Shape Strategy. Harvard Business Review (March-
April): pp. 137-145.
Porter, M. E. (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitors. New
York: The Free Press.
Porter, M.E. (1994). The Role of Location in Competition. Journal of the Economics of Business,
1(1), pp. 35-39.



Pihlstrom, M. I. N. N. A. (2007). Committed to content provider or mobile channel? Determinants of
continuous mobile multimedia service use. Journal of Information Technology Theory and Application
(JITTA), 9(1), pp. 1-23.
Sweeney, D.R. (2007). An integrated model of value equity in spectator sports: Conceptual framework
and empirical results. A paper presented at the 5th Annual Sport Marketing Association Conference,
Pittsburgh, Pennsylvania.
Schiffman, L.G., Sherman, E., & Long, M.M. (2003). Toward a Better Understanding of the Interplay
of Personal Values and the Internet. Psychol. Mark., 20: pp. 169186.
Sheth J. N., Newman B. I., & Gross B. L. (1991). Why We Buy What We Buy: A theory of
consumption values. Journal of business research, 22(2), pp.159-170.
Snoj, B., Korda, A. P., & Mumel, D. (2004). The relationships among perceived quality, perceived risk
and perceived product value. Journal of Product & Brand Management, 13(3), 156-167.

Singh, D. and Chaudhary, F. S. C. (1986). Theory and Analysis of Sample Survey Designs, Wiley
Eastern Limited.Pg. 3.
Venkatesh, V., & Davis, F. D. (1996). A model of the antecedents of perceived ease of use:
Development and test. Decision Sciences, Vol. 27, pp. 451481.
Page 75

Woodruff, R. B. (1997). Customer Value: The Next Source for Competitive Advantage. Journal of
the Academy of Marketing Science, Vol. 25(2), pp. 139-153.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and
synthesis of evidence. The Journal of Marketing, pp. 2-22.












APPENDIX
Response Summary

Summary See complete responses


1. Which phone networks in Nigeria are you subscribed to?
MTN 54
95
%
GLO 17
30
%
ETISALAT 14
25
%
Page 76

AIRTEL 12
21
%
Other 0 0%

People may select more than one checkbox, so percentages may add up to more than 100%.







INTRODUCTION




2. Which mobile network is your main network of use?
MTN 45
79
%
GLO 7
12
%
ETISALAT 4 7%
AIRTEL 1 2%
Other 0 0%








3. What are your actual considerations for using your main Network? - Call Tariff
2
8


Very Important Consideration
4
9
%

Important Consideration
2
0
3
5
%

Not Important 9
1
6
%










3. What are your actual considerations for using your main Network? - Network Coverage
4
1


Very Important Coinsideration
7
2
%

Important Coinsideration
1
1
1
9
%

Not Important 5
9
%

Page 77

3. What are your actual considerations for using your main Network? - Customer Service
1
2


Very Important Coinsideration
2
1
%

Important Coinsideration
2
5
4
4
%

Not Important
2
0
3
5
%










3. What are your actual considerations for using your main Network? - Service Packages and Goodies
2
4


Very Important Coinsideration
4
2
%

Important Coinsideration
1
6
2
8
%

Not Important
1
7
3
0
%










3. What are your actual considerations for using your main Network? - Family & Friends
3
1


Very Important Coinsideration
5
4
%

Important Coinsideration
1
7
3
0
%

Not Important 9
1
6
%










3. What are your actual considerations for using your main Network? - Cost of SMS
1
7


Very Important Coinsideration
3
0
%

Important Coinsideration
2
1
3
7
%

Not Important
1
9
3
3
%








Page 78



4. What phone brand do you use?
Nokia 16
2
8
%
BlackBerry 36
6
3
%
iPhone 0
0
%
Samsung 4
7
%
HTC 0
0
%
Sony Erikson 0
0
%
Other 1
2
%
Page 79


5. Is your mobile phone 3G enabled?
Yes 52
91
%
No 4
7
%
i don't know 1
2
%











6. How long have you been a mobile phone user?
less than one year 0
0
%
1 to 3 years 3
5
%
3 to 6 years 9
1
6
%
7 to 9 years 34
6
0
%
10 to 12 years 11
1
9
%










7. For what purpose do you normally use your mobile phone?
Exclusively for Private Purpose
1
7
3
0
%
Exclusively for Business Use 0
0
%
50/50 Private & Business Use
2
6
4
6
%
More For Private, Than For Business
Purpose
1
4
2
5
%
More For Business, Than for Private
Purpose 0
0
%











INTRODUCTION TO 3G VALUE ADDED SERVICES

3G Mobile Value Added Services are defined as extra services provided to the customer by the network operator, which is different from
normal voice call services, but rather they add value via its services offered. Examples of Mobile Value Added Services are: Sending and
Receiving of Email on mobile phone, Caller Back tunes, Ringtone and Music download, File Transfers, Using Social Networks, Vehicle
Page 80

Tracking system, and Browsing of internet on mobile Phone



8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 1. SMS
2
7


I use daily
4
7
%

I use it Often
1
7
3
0
%

I rarely use
1
0
1
8
%

I don't know this 1
2
%

I know it, but never use it 1
2
%

Page 81

8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 2. Facebook
3
0


I use daily
5
3
%

I use it Often
1
5
2
6
%

I rarely use
1
0
1
8
%


I don't know this 0
0
%

I know it, but never use it 1
2
%











8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 3. Caller Back Tunes
I use daily 4
7
%
I use it Often 4
7
%
I rarely use 19
3
3
%
I don't know this 4
7
%
I know it, but never use it 22
3
9
%










8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 4. Family & Friends
I use daily 22
3
9
%
I use it Often 14
2
5
%
I rarely use 11
1
9
%
I don't know this 2
4
%
I know it, but never use it 5
9
%










8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 5. Mobile
Games
4


I use daily
7
%

Page 82

I use it Often 6
1
1
%

I rarely use
2
2
3
9
%

I don't know this 1
2
%

I know it, but never use it
2
2
3
9
%











8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 6. BlackBerry Messsenger
I use daily 37
6
5
%
I use it Often 2
4
%
I rarely use 2
4
%













8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 7. Twitter
1
6


I use daily
2
8
%

I use it Often 8
1
4
%

I rarely use 9
1
6
%

I don't know this 1
2
%

I know it, but never use it
2
1
3
7
%











8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 8. 2-Go
7


I use daily
1
2
%

I use it Often 8 1

Page 83

4
%
I rarely use
1
0
1
8
%

I don't know this 7
1
2
%

I know it, but never use it
2
1
3
7
%











8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 9. Whatsapp
2
2


I use daily
3
9
%

I use it Often
1
7
3
0
%

I rarely use
1
2
2
1
%

I don't know this 2
4
%

I know it, but never use it 3
5
%











8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 10. Logo & Theme


I use daily 5
9
%
I use it Often 5
9
%
I rarely use 13
2
3
%
I don't know this 8
1
4
%





8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 11. Music Download
I use daily 16
2
8
%
I use it Often 18
3
2
Page 84

%
I rarely use 14
2
5
%
I don't know this 2
4
%
I know it, but never use it 5
9
%










8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 12. Mobile
Radio
6


I use daily
1
1
%

I use it Often 5
9
%

I rarely use
1
5
2
6
%

I don't know this 5
9
%

I know it, but never use it
2
4
4
2
%











8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 13. E-mail Push
2
3


I use daily
4
0
%

I use it Often 6
1
1
%

I rarely use
1
0
1
8
%

I don't know this 3
5
%

I know it, but never use it
1
3
2
3
%







8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 14. Mobile TV
3


I use daily
5
%

I use it Often 1
2
%

Page 85

I rarely use
1
2
2
1
%

I don't know this 5
9
%






8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 15. Internet Browser
I use daily 51
8
9
%
I use it Often 2
4
%
I rarely use 0
0
%
I don't know this 0
0
%
I know it, but never use it 2
4
%










8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 16. TV contest Vote (Big Brother
Africa/Project Fame
I use daily 4
7
%
I use it Often 4
7
%
I rarely use 14
2
5
%
I don't know this 5
9
%
I know it, but never use it 28
4
9
%










8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 17. Mobile Banking
I use daily 8
1
4
%
I use it Often 10
1
8
%
I rarely use 17
3
0
%
Page 86

I don't know this 2
4
%
I know it, but never use it 17
3
0
%










8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 18. Credit Alert
1
9


I use daily
3
3
%

I use it Often
1
9
3
3
%

I rarely use
1
0
1
8
%


18/
01/
201
3


I don't know this 0
0
%
I know it, but never use it 6
1
1
%
Page 87


8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 19. Mobile Bill Payment (DSTV, NEPA)

I use daily 3
5
%
I use it Often 5
9
%
I rarely use 12
2
1
%
I don't know this 4
7
%
I know it, but never use it 30
5
3
%










8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 20. Dating Sites
3


I use daily
5
%

I use it Often 4
7
%

I rarely use
1
4
2
5
%

I don't know this 4
7
%

I know it, but never use it
3
0
5
3
%











8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 21. Online Shopping
I use daily 3
5
%
I use it Often 6
1
1
%
I rarely use 12
2
1
%
I don't know this 2
4
%
I know it, but never use it 32
5
6
%










8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 22. Vehicle Tracking System
Page 88

I use daily 3
5
%
I use it Often 1
2
%
I rarely use 7
1
2
%

Page 89



8. Which of the Listed 3G Mobile Services do you use in your phone and to what extent? - 23. Booking Reservation & Ticket Purchase
I use daily 5
9
%
I use it Often 11
1
9
%
I rarely use 9
1
6
%
I don't know this 5
9
%
I know it, but never use it 27
4
7
%










9. How did you get to know about about most of the 3G mobile services which you selected? (Please choose up to 3 options)

TV commercials 32
5
6
%
Radio Commercials 16
2
8
%
Newpaper 14
2
5
%
Internet 27
4
7
%
Family/Friends/Colleagues 39
6
8
%
RoadShows 2
4
%

People may select more than one checkbox, so percentages may add up to more than 100%.





















Page 90




















PERCEIVED VALUE INFLUENCE

Perceived Value Can be defined as those values a consumer takes into considerations before using a particular service and what they believe they will
benefit from using the service



PERCEIVED USEFULNESS OF 3G MOBILE SERVICES


10. Please rate how perceived usefulness of 3G mobile services would influence your intention to use mobile services -
Using 3G mobile services would improve my communication Lifestyle
1


Very Unlikely
2
%

Unlikey 3
5
%

Neutral 3
5
%





Likely
1
8
3
2
%
Very Likely
2
9
5
1
%














10. Please rate how perceived usefulness of 3G mobile services would influence your intention to use mobile services -
Using 3G mobile services would make my Work/Study Life more effective
1


Very Unlikely
2
%

Unlikey 4
7
%

Neutral 10
1
8

Page 91

%
Likely 11
1
9
%

Very Likely 28
4
9
%











10. Please rate how perceived usefulness of 3G mobile services would influence your intention to use mobile services - Using 3G mobile
services would help me to find Information Quickly
Very Unlikely 0
0
%
Unlikey 2
4
%
Neutral 6
1
1
%
Likely 10
1
8
%
Very Likely 36
6
3
%















10. Please rate how perceived usefulness of 3G mobile services would influence your intention to use mobile services - Using 3G mobile
services would Increase functionality of my Phone
Very Unlikely 0
0
%
Unlikey 3
5
%
Neutral 6
1
1
%
Likely 14
2
5
%
Very Likely 31
5
4
%









10. Please rate how perceived usefulness of 3G mobile services would influence your intention to use mobile services -
Using 3G mobile services would enable me accomplish task more easily and Increase my productivity
1


Very Unlikely 2

Page 92

%

Unlikey 5
9
%
Neutral 6
1
1
%

Likely
1
1
1
9
%
Very Likely
3
0
5
3
%












10. Please rate how perceived usefulness of 3G mobile services would influence your intention to use mobile services -
Using 3G mobile services would keep me busy when am lonely or bored
1


Very Unlikely
2
%

Unlikey 5
9
%

Neutral 7
1
2
%

Likely 9
1
6
%

Very Likely 32
5
6
%












PERCEIVED EASE OF USE




11. Please rate how perceived ease of use of 3G mobile services would Influence your intention to use mobile value
added services. - Learning to operate 3G mobile services would be easy for me
7


Very Unlikely
1
2
%

Unlikely 0
0
%

Neutral 10
1
8
%

Likely 29
5
1
%

Very likely 8
1
4
%






Page 93






11. Please rate how perceived ease of use of 3G mobile services would Influence your intention to use mobile value
added services. - I would find it easy to get 3G mobile Services to do what i want it to do
6


Very Unlikely
1
1
%

Unlikely 2
4
%

Neutral 7
1
2
%

Likely 29
5
1
%

Very likely 11
1
9
%






11. Please rate how perceived ease of use of 3G mobile services would Influence your intention to use mobile value
added services. - I would find my interaction and navigation around 3G mobile services to be clear and Understanable
Very Unlikely 6
1
1
%
Unlikely 2
4
%

Neutral
1
0
1
8
%
Likely
2
7
4
7
%
Very likely 9
1
6
%










11. Please rate how perceived ease of use of 3G mobile services would Influence your intention to use mobile value
added services. - I expect the appearance and content of the service would be appealing
7


Very Unlikely
1
2
%

Unlikely 3
5
%

Neutral 8
1
4
%

Likely 26
4
6
%

Very likely 9
1
6
%




Page 94








11. Please rate how perceived ease of use of 3G mobile services would Influence your intention to use mobile value
added services. - I would find using 3G mobile services to be enjoyable
7


Very Unlikely
1
2
%

Unlikely 2
4
%

Neutral 6
1
1
%

Likely 29
5
1
%

Very likely 10
1
8
%















11. Please rate how perceived ease of use of 3G mobile services would Influence your intention to use mobile value
added services. - The actual process of using 3G mobile services would be fun and easy to use
6


Very Unlikely
1
1
%

Unlikely 3
5
%

Neutral
1
0
1
8
%

Likely
2
4
4
2
%

Very likely
1
1
1
9
%









12. Please rate how the society would influence your intention to use 3G mobile services. - My peers would think am cool when they see me using
most 3G services
Very True 16
2
8
%
Slightly True 14
2
5
%
Neutral 16
2
8
%
Slightly Untrue 7
1
2
Page 95

%
Very Untrue 2
4
%










12. Please rate how the society would influence your intention to use 3G mobile services. - People whose opinion you value most would think you
should use 3G mobile services
Very True 13
2
3
%
Slightly True 15
2
6
%
Neutral 20
3
5
%
Slightly Untrue 6
1
1
%
Very Untrue 1
2
%










12. Please rate how the society would influence your intention to use 3G mobile services. - People who you are in

relationship with (Spouse/Partner) would think you should use 3G mobile services
12


Very True
2
1
%

Slightly True 21
3
7
%

Neutral 16
2
8
%

Slightly Untrue 3
5
%

Very Untrue 3
5
%



















12. Please rate how the society would influence your intention to use 3G mobile services. - People who you admire most in life, would think you
Page 96

should use 3G services
Very True 7
1
2
%
Slightly True 16
2
8
%
Neutral 22
3
9
%
Slightly Untrue 5
9
%
Very Untrue 5
9
%



ATTITUDE TOWARDS USE




13. Please rate how your general attitude towards 3G mobile services would influence your usage of the service - Using 3G mobile service would be worth
the Price
Very Unlikely 2
4
%
Unlikely 7
1
2
%
Neutral 15
2
6
%
Likely 20
3
5
%
Very Likely 10
1
8
%










13. Please rate how your general attitude towards 3G mobile services would influence your usage of the service - Using 3G mobile service would be a
Positive Experience
Very Unlikely 0
0
%
Unlikely 7
1
2
%
Neutral 8
1
4
%
Likely 24
4
2
%
Very Likely 15
2
6
%









Page 97


13. Please rate how your general attitude towards 3G mobile services would influence your usage of the service - Using 3G mobile services would to be
Beneficial to me
Very Unlikely 1
2
%
Unlikely 3
5
%
Neutral 4
7
%
Likely 26
4
6
%
Very Likely 20
3
5
%















13. Please rate how your general attitude towards 3G mobile services would influence your usage of the service - Using 3G mobile services would be a
wise decision
Very Unlikely 2
4
%
Unlikely 3
5
%
Neutral 9
1
6
%
Likely 23
4
0
%
Very Likely 16
2
8
%




13. Please rate how your general attitude towards 3G mobile services would influence your usage of the service - Using 3G mobile services would be an
expression of my Lifestyle
Very Unlikely 4
7
%
Unlikely 4
7
%
Neutral 23
4
0
%
Likely 10
1
8
%
Very Likely 13
2
3
%






Page 98






BEHAVIORAL INTENTION TO USE




14. Please rate your level of likelihood to Use 3G mobile services - I would use 3G mobile services if am introduced to it
Very Unlikely 1
2
%
Unlikely 4
7
%
Neutral 9
1
6
%
Likely 17
3
0
%
Very Likey 23
4
0
%










14. Please rate your level of likelihood to Use 3G mobile services - I would use 3G mobile services to communicate, if subscription cost is moderate
Very Unlikely 1
2
%
Unlikely 6
1
1
%
Neutral 5
9
%
Likely 18
3
2
%
Very Likey 25
4
4
%













14. Please rate your level of likelihood to Use 3G mobile services - I would use 3G mobile services if i have regular access to the internet
Very Unlikely 2
4
%
Unlikely 1
2
%
Neutral 6
1
1
%
Likely 11
1
9
%
Very Likey 35
6
1
%
Page 99





14. Please rate your level of likelihood to Use 3G mobile services - I would use 3G mobile services if it keeps me

updated with world events and gossips
3


Very Unlikely
5
%

Unlikely 3
5
%

Neutral 7
1
2
%


Likely
1
2
2
1
%

Very Likey
3
0
5
3
%











14. Please rate your level of likelihood to Use 3G mobile services - I would use 3G mobile services if it constantly keeps me engaged
Very Unlikely 2
4
%
Unlikely 6
1
1
%
Neutral 5
9
%
Likely 18
3
2
%
Very Likey 23
4
0
%










14. Please rate your level of likelihood to Use 3G mobile services - I would use 3G mobile services if it serves as a short cut to accomplish my daily
activities
Very Unlikely 1
2
%
Unlikely 5
9
%
Neutral 3
5
%
Likely 16
2
8
%
Very Likey 30
5
3
%



Page 100














EXTERNAL INFLEUNCES




15. Please indicate to what extent the following factors would influence your choice of 3G mobile value added services
- Good Value for Money
3


Very Unlikely
5
%

Unlikely 2
4
%

Not Sure 9
1
6
%

likely 17
3
0
%

Very Likely 23
4
0
%






15. Please indicate to what extent the following factors would influence your choice of 3G mobile value added services

- Fast data Transmission and Speed
3


Very Unlikely
5
%

Unlikely 3
5
%

Not Sure 4
7
%


likely
1
3
2
3
%

Very Likely
3
2
5
6
%











15. Please indicate to what extent the following factors would influence your choice of 3G mobile value added services
- Privacy of Content
2


Very Unlikely
4
%

Page 101

Unlikely 4
7
%

Not Sure 8
1
4
%

likely 16
2
8
%

Very Likely 25
4
4
%











15. Please indicate to what extent the following factors would influence your choice of 3G mobile value added services
- Ease of Use
3


Very Unlikely
5
%

Unlikely 3
5
%

Not Sure 5
9
%

likely 19
3
3
%

Very Likely 24
4
2
%











15. Please indicate to what extent the following factors would influence your choice of 3G mobile value added services
- Service Connection
2


Very Unlikely
4
%

Unlikely 3
5
%

Not Sure 6
1
1
%

likely 19
3
3
%

Very Likely 24
4
2
%











15. Please indicate to what extent the following factors would influence your choice of 3G mobile value added services

Page 102

- Data Security
2


Very Unlikely
4
%


Unlikely 4
7
%

Not Sure 7
1
2
%


likely
2
0
3
5
%

Very Likely
2
2
3
9
%











15. Please indicate to what extent the following factors would influence your choice of 3G mobile value added services
- Personalisation of Content
2


Very Unlikely
4
%

Unlikely 5
9
%

Not Sure 9
1
6
%

likely 22
3
9
%

Very Likely 15
2
6
%











15. Please indicate to what extent the following factors would influence your choice of 3G mobile value added services
- TV & Radio commercials
2


Very Unlikely
4
%

Unlikely 12
2
1
%

Not Sure 18
3
2
%

likely 15
2
6
%

Very Likely 8
1
4
%










Page 103


15. Please indicate to what extent the following factors would influence your choice of 3G mobile value added services
- Newspaper Advert
4


Very Unlikely
7
%

Unlikely 12
2
1
%

Not Sure 14
2
5
%

likely 18
3
2
%

Very Likely 7
1
2
%











17. With all the information and your Understanding of 3G Mobile Services, How likely are you to use Mobile Value Added Services
in the near Future?

Very Likely
4
1
7
2
%

Likely
1
1
1
9
%
Not Sure 3
5
%
Unlikely 1
2
%

Very Unlikely 1
2
%











DEMOGRAPHIC CHARACTERISTICS




18. Gender
Male 35
61
%
Female 22
39
%











Page 104


19. Age
16-24 15
26
%
25-35 38
67
%
35-60 4 7%
60-above 0 0%










20. Highest Level of Education
Primary Education 0 0
Secondary School Degree (Eligibility for College or
University 1 2
Vocational Training 0 0
College/University Degree
3
3
5
8
Post-Graduate
2
3
4
0
Other 0 0
Page 105






21. Occupation
1


Executive Manager
2
%

Professional (doctor, Engineer,lawyer, etc)
1
2
2
1
%

Academic/Educator 4
7
%


Computer-Technician 2
4
%

Employed in the clerical/Social Sector 2
4
%

Employed in the Public Administation 2
4
%

Self-Employed 1
2
%

Student
2
8
4
9
%

Looking for Work 5
9
%














22. Which part of Nigerian do you reside
South West 13
2
3
%
South East 19
3
3
%
South South 8
1
4
%
North East 1
2
%
North Central 16
2
8
%
North West 0
0
%











Number of daily responses
Page 106





APPENDIX 2

TEST OF RELIABILITY


CRONBACH ALPHA OF PERCEIVED USEFULNESS MULTIPLE ITEM SCALES (PU)



Item Statistics

Mea
n
Std.
Deviation N
P
U
1
4.23 .945 57
P
U
2
4.09 1.005 57
P
U
3
4.44 .866 57
P
U
4
4.30 .944 57




Inter-Item Correlation Matrix

PU1 PU2 PU3 PU4
P
U
1
1.00
0
.730 .748 .643
P
U
2
.730 1.00
0
.775 .743
P
U
3
.748 .775 1.00
0
.841
P
U
4
.643 .743 .841 1.00
0


Item-Total Statistics
Page 107


Scale
Mean if
Item
Deleted
Scale
Variance
if Item
Deleted
Corrected
Item-Total
Correlatio
n
Squared
Multiple
Correlatio
n
Cronbach'
s Alpha if
Item
Deleted
P
U
1
12.82 6.790 .763 .618 .914
P
U
2
12.96 6.284 .823 .678 .895
P
U
3
12.61 6.741 .878 .792 .878
P
U
4
12.75 6.617 .810 .730 .898




Reliability Statistics
Cronbach'
s Alpha
Cronbach'
s Alpha
Based on
Standardi
zed Items
N of
Items
.920 .922 4










CRONBACH ALPHA OF PERCEIVED EASE OF USE MULTIPLE ITEM SCALES (PE)
Reliability Statistics
Cronbach'
s Alpha
Cronbach'
s Alpha
Based on
Standardi
zed Items
N of
Items
.767 .721 4

Page 108


Item Statistics

Mea
n
Std.
Deviation N
P
E
1
3.98 .790 57
P
E
2
3.56 1.134 57
P
E
3
3.58 1.149 57
P
E
4
3.51 1.212 57


Inter-Item Correlation Matrix

PE1 PE2 PE3 PE4
P
E
1
1.00
0
.011 -
.008
.028
P
E
2
.011 1.00
0
.774 .724
P
E
3
-
.008
.774 1.00
0
.824
P
E
4
.028 .724 .824 1.00
0


Item-Total Statistics

Scale
Mean if
Item
Deleted
Scale
Variance
if Item
Deleted
Corrected
Item-Total
Correlatio
n
Squared
Multiple
Correlatio
n
Cronbach'
s Alpha if
Item
Deleted
P
E
1
10.65 10.375 .012 .004 .911
Page 109

P
E
2
11.07 5.745 .741 .622 .609
P
E
3
11.05 5.444 .801 .746 .569
P
E
4
11.12 5.253 .781 .698 .577











CRONBACH ALPHA OF ATTITUDE TOWARDS USE MULTIPLE ITEM SCAL
Reliability Statistics
Cronbach'
s Alpha
Cronbach'
s Alpha
Based on
Standardi
zed Items
N of
Items
.801 .815 5


Item Statistics

Mea
n
Std.
Deviation N
A
T
U
1
3.47 1.034 55
Page 110

A
T
U
2
3.82 .964 55
A
T
U
3
4.05 .870 55
A
T
U
4
3.78 .975 55
A
T
U
5
3.42 1.134 55


Inter-Item Correlation Matrix

ATU
1
ATU
2
ATU
3
ATU
4
ATU
5
A
T
U
1
1.00
0
.701 .651 .380 .176
A
T
U
2
.701 1.00
0
.741 .528 .206
A
T
U
3
.651 .741 1.00
0
.691 .221
A
T
U
4
.380 .528 .691 1.00
0
.386
A
T
U
5
.176 .206 .221 .386 1.00
0


Item-Total Statistics
Page 111


Scale
Mean if
Item
Deleted
Scale
Variance
if Item
Deleted
Corrected
Item-Total
Correlatio
n
Squared
Multiple
Correlatio
n
Cronbach'
s Alpha if
Item
Deleted
A
T
U
1
15.07 9.069 .601 .544 .757
A
T
U
2
14.73 8.869 .711 .636 .723
A
T
U
3
14.49 9.106 .766 .709 .713
A
T
U
4
14.76 9.147 .641 .548 .745
A
T
U
5
15.13 10.446 .294 .160 .860









CRONBACH ALPHA OF SOCIAL INFLUENCE MULTIPLE ITEM SCALE


Reliability Statistics
Page 112

Cronbach'
s Alpha
Cronbach'
s Alpha
Based on
Standardi
zed Items
N of
Items
.817 .814 4


Item Statistics

Mea
n
Std.
Deviation N
S
I
1
2.41 .987 56
S
I
2
2.36 1.052 56
S
1
3
2.32 1.046 56
S
I
4
2.70 1.077 56


Inter-Item Correlation Matrix

SI1 SI2 S13 SI4
S
I
1
1.00
0
.294 .310 .530
S
I
2
.294 1.00
0
.968 .531
S
1
3
.310 .968 1.00
0
.507
S
I
4
.530 .531 .507 1.00
0


Item-Total Statistics
Page 113


Scale
Mean if
Item
Deleted
Scale
Variance
if Item
Deleted
Corrected
Item-Total
Correlatio
n
Squared
Multiple
Correlatio
n
Cronbach'
s Alpha if
Item
Deleted
S
I
1
7.37 7.839 .430 .294 .857
S
I
2
7.43 6.140 .756 .939 .711
S
1
3
7.46 6.181 .752 .937 .713
S
I
4
7.09 6.556 .630 .439 .774

Page 114




CRONBACH ALPHA OF PERCEIVED ENJOYMENT MULTIPLE ITEM SCALE


Reliability Statistics
Cronbach'
s Alpha
Cronbach'
s Alpha
Based on
Standardi
zed Items
N of
Items
.959 .959 2


Item Statistics

Mea
n
Std.
Deviation N
P
E
N
1
3.61 1.206 57
P
E
N
2
3.53 1.182 57


Item Statistics

Mea
n
Std.
Deviation N
P
E
N
1
3.61 1.206 57
P
E
N
2
3.53 1.182 57


Page 115

Inter-Item Correlation
Matrix

PEN
1
PEN
2
P
E
N
1
1.00
0
.922
P
E
N
2
.922 1.00
0


Item-Total Statistics

Scale
Mean if
Item
Deleted
Scale
Variance
if Item
Deleted
Corrected
Item-Total
Correlatio
n
Squared
Multiple
Correlatio
n
Cronbach'
s Alpha if
Item
Deleted
P
E
N
1
3.53 1.397 .922 .849 .
P
E
N
2
3.61 1.456 .922 .849 .

Page 116






APPENDIX 3
PEARSON CORRELATION ANAYSIS OF THE VARIABLES


Descriptive Statistics

Mea
n
Std.
Deviation N
P
U
1
4.23 .945 57
P
E
1
3.98 .790 57
P
E
N
1
3.61 1.206 57
S
I
1
2.42 .981 57
A
T
U
1
3.51 1.037 57
B
T
U
1
3.98 .973 57


Correlations

PU1 PE1
PEN
1 SI1
ATU
1
BTU
1
P
U
1
Pearson
Correlation
1 .579
*
*

.219 -
.086
.371
*
*

.432
**

Sig. (2-tailed)

.000 .101 .524 .004 .001
N 57 57 57 57 57 57
P
E
1
Pearson
Correlation
.579
**

1 .124 -
.128
.360
*
*

.371
**

Sig. (2-tailed) .000

.359 .341 .006 .004
N 57 57 57 57 57 57
Page 117

P
E
N
1
Pearson
Correlation
.219 .124 1 -
.132
.145 .238
Sig. (2-tailed) .101 .359

.328 .280 .075
N 57 57 57 57 57 57
S
I1
Pearson
Correlation
-
.086
-
.128
-
.132
1 -
.021
-
.198
Sig. (2-tailed) .524 .341 .328

.875 .140
N 57 57 57 57 57 57
A
T
U
1
Pearson
Correlation
.371
**

.360
*
*

.145 -
.021
1 .381
**

Sig. (2-tailed) .004 .006 .280 .875

.003
N 57 57 57 57 57 57
B
T
U
1
Pearson
Correlation
.432
**

.371
*
*

.238 -
.198
.381
*
*

1
Sig. (2-tailed) .001 .004 .075 .140 .003

N 57 57 57 57 57 57
**. Correlation is significant at the 0.01 level (2-tailed).














Frequencies

Statistics
PERCEIVED
USEFULNESS
N Vali
d
57
Mis
sin
g
0


PERCEIVED USEFULNESS
Page 118


Frequ
ency
Perc
ent
Valid
Percent
Cumulativ
e Percent
V
a
li
d
2
.
0
0
2 3.5 3.5 3.5
2
.
7
5
2 3.5 3.5 7.0
3
.
0
0
6 10.5 10.5 17.5
3
.
2
5
1 1.8 1.8 19.3
3
.
5
0
2 3.5 3.5 22.8
4
.
0
0
7 12.3 12.3 35.1
4
.
2
5
5 8.8 8.8 43.9
4
.
5
0
4 7.0 7.0 50.9
4
.
7
5
8 14.0 14.0 64.9
5
.
0
0
20 35.1 35.1 100.0
Page 119

PERCEIVED USEFULNESS

Frequ
ency
Perc
ent
Valid
Percent
Cumulativ
e Percent
V
a
li
d
2
.
0
0
2 3.5 3.5 3.5
2
.
7
5
2 3.5 3.5 7.0
3
.
0
0
6 10.5 10.5 17.5
3
.
2
5
1 1.8 1.8 19.3
3
.
5
0
2 3.5 3.5 22.8
4
.
0
0
7 12.3 12.3 35.1
4
.
2
5
5 8.8 8.8 43.9
4
.
5
0
4 7.0 7.0 50.9
4
.
7
5
8 14.0 14.0 64.9
5
.
0
0
20 35.1 35.1 100.0
T
o
t
a
l
57 100.
0
100.0

Page 120




Percived ease of use

Frequ
ency
Perc
ent
Valid
Percent
Cumulativ
e Percent
V
a
li
d
2
.
0
0
6 10.5 10.5 10.5
2
.
2
5
1 1.8 1.8 12.3
3
.
0
0
9 15.8 15.8 28.1
3
.
2
5
3 5.3 5.3 33.3
3
.
5
0
3 5.3 5.3 38.6
3
.
7
5
5 8.8 8.8 47.4
4
.
0
0
18 31.6 31.6 78.9
4
.
2
5
2 3.5 3.5 82.5
4
.
5
0
3 5.3 5.3 87.7
Page 121

4
.
7
5
3 5.3 5.3 93.0
5
.
0
0
4 7.0 7.0 100.0
T
o
t
a
l
57 100.
0
100.0





Page 122





SOCIAL INFLUENCE

Frequ
ency
Perc
ent
Valid
Percent
Cumulativ
e Percent
V
a
li
d
1
.
0
0
2 3.5 3.5 3.5
1
.
2
5
1 1.8 1.8 5.3
1
.
5
0
9 15.8 15.8 21.1
1
.
7
5
2 3.5 3.5 24.6
2
.
0
0
8 14.0 14.0 38.6
2
.
2
5
6 10.5 10.5 49.1
2
.
5
0
6 10.5 10.5 59.6
3
.
0
0
16 28.1 28.1 87.7
3
.
2
5
3 5.3 5.3 93.0
Page 123

4
.
0
0
1 1.8 1.8 94.7
4
.
2
5
2 3.5 3.5 98.2
5
.
0
0
1 1.8 1.8 100.0
T
o
t
a
l
57 100.
0
100.0



BTUMM

Frequ
ency
Perc
ent
Valid
Percent
Cumulativ
e Percent
V
a
li
d
1
.
5
0
1 1.8 1.8 1.8
2
.
2
5
2 3.5 3.5 5.3
2
.
7
5
1 1.8 1.8 7.0
3
.
0
0
5 8.8 8.8 15.8
3
.
2
5
2 3.5 3.5 19.3
Page 124

3
.
5
0
2 3.5 3.5 22.8
3
.
7
5
3 5.3 5.3 28.1
4
.
0
0
11 19.3 19.3 47.4
4
.
2
5
8 14.0 14.0 61.4
4
.
5
0
4 7.0 7.0 68.4
4
.
7
5
8 14.0 14.0 82.5
5
.
0
0
10 17.5 17.5 100.0

T
o
t
a
l
57 100.
0
100.0











Page 125



BTUMM

Frequ
ency
Perc
ent
Valid
Percent
Cumulativ
e Percent
V
a
li
d
1
.
5
0
1 1.8 1.8 1.8
2
.
2
5
2 3.5 3.5 5.3
2
.
7
5
1 1.8 1.8 7.0
3
.
0
0
5 8.8 8.8 15.8
3
.
2
5
2 3.5 3.5 19.3
3
.
5
0
2 3.5

22.8
3
.
7
5
3 5.3 5.3 28.1
4
.
0
0
11 19.3 19.3 47.4
4
.
2
5
8 14.0 14.0 61.4
Page 126

4
.
5
0
4 7.0 7.0 68.4
4
.
7
5
8 14.0 14.0 82.5
5
.
0
0
10 17.5 17.5 100.0
T
o
t
a
l
57 100.
0
100.0



APPENDIX 4
MULTIPLY REGRESSION ANALYSIS



Descriptive Statistics

Mea
n
Std.
Deviation N
BTUMM 4.07
89
.80617 57
PERCEIVED
USEFULNESS
4.26
32
.84571 57
Percived ease of use 3.65
79
.83135 57
PERCEIVED
ENJOYMENT
3.57
02
1.17046 57
SOCIAL INFLUENCE 2.45
61
.83201 57
ATTITUDE
TOWARDS USE
3.73
25
.75146 57

Page 127






Correlations

B
T
U
M
M
PERC
EIVED
USEFU
LNESS
Percive
d ease
of use
PERC
EIVED
ENJOY
MENT
SOCIA
L
INFLU
ENCE
ATTIT
UDE
TOWA
RDS
USE
Pearson
Correlation
BTUMM 1.
00
0
.679 .258 .311 -.283 .685
PERCEIVED
USEFULNESS
.6
79
1.000 .245 .303 -.221 .694
Percived ease of
use
.2
58
.245 1.000 .729 -.116 .335
PERCEIVED
ENJOYMENT
.3
11
.303 .729 1.000 -.148 .264
SOCIAL
INFLUENCE
-
.2
83
-.221 -.116 -.148 1.000 -.243
ATTITUDE
TOWARDS USE
.6
85
.694 .335 .264 -.243 1.000
Sig. (1-
tailed)
BTUMM . .000 .027 .009 .017 .000
PERCEIVED
USEFULNESS
.0
00
. .033 .011 .049 .000
Percived ease of
use
.0
27
.033 . .000 .196 .005
PERCEIVED
ENJOYMENT
.0
09
.011 .000 . .136 .023
SOCIAL
INFLUENCE
.0
17
.049 .196 .136 . .034
ATTITUDE
TOWARDS USE
.0
00
.000 .005 .023 .034 .
N BTUMM 57 57 57 57 57 57
PERCEIVED
USEFULNESS
57 57 57 57 57 57
Percived ease of
use
57 57 57 57 57 57
PERCEIVED
ENJOYMENT
57 57 57 57 57 57
Page 128

SOCIAL
INFLUENCE
57 57 57 57 57 57
ATTITUDE
TOWARDS USE
57 57 57 57 57 57















Variables Entered/Removed
a

Model Variables Entered Variables Removed Method
1 ATTITUDE
TOWARDS USE
. Stepwise (Criteria:
Probability-of-F-to-
enter <= .050,
Probability-of-F-to-
remove >= .100).
2 PERCEIVED
USEFULNESS
. Stepwise (Criteria:
Probability-of-F-to-
enter <= .050,
Probability-of-F-to-
remove >= .100).
a. Dependent Variable: BTUMM



Model Summary
Page 129

M
o
d
el R
R
Squa
re
Adjusted
R Square
Std. Error
of the
Estimate
1 .685
a

.469 .459 .59286
2 .741
b

.549 .532 .55122
a. Predictors: (Constant), ATTITUDE TOWARDS USE
b. Predictors: (Constant), ATTITUDE TOWARDS USE,
PERCEIVED USEFULNESS


ANOVA
c

Model
Sum of
Squares df
Mean
Square F Sig.
1 Regres
sion
17.063 1 17.063 48.5
47
.000
a

Residua
l
19.331 55 .351

Total 36.395 56

2 Regres
sion
19.987 2 9.994 32.8
91
.000
b

Residua
l
16.407 54 .304

Total 36.395 56

a. Predictors: (Constant), ATTITUDE TOWARDS USE
b. Predictors: (Constant), ATTITUDE TOWARDS USE, PERCEIVED USEFULNESS
c. Dependent Variable: BTUMM



Page 130







Page | 131