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

AwniRawashdeh[1]

[1]CollegeofBusinessandAdministration,PrincessNoraUniversity(PNU),Riyadhdrxbrl@yahoo.com

ABSTRACTTheaim this studywas toexamine the relationshipbetween theperceivedusefulness,perceivedeaseofuse,perceivedentertainment,attitudeandtheusersintentiontowardusingthefourthgeneration(4G)wirelessmobileservices.Dataofthisstudywerecollectedbysurveywithacrosssectionalapproach.Thedatawereanalyzedwithfactoranalysis,aswellascorrelationandregressionanalyses.The findingsrevealthat thecombinationofperceivedusefulness,perceivedeaseofuse,perceivedentertainmentvalueandattitudearetogetherresponsiblefordeterminingtheusersintentiontousethe4Gmobileservices.However, the chief predicting factor influencing user intention to use the 4Gmobileservicesisperceivedentertainmentvalue.Astudyofthefactorsidentifiedshouldresultinamoresuccessfuladoptionof4G.

Keywords: wireless mobile services, 4G, adoption, technology acceptancemodel(TAM),attitude,intention,AMOS,SEM

INTRODUCTION

Thefourthgenerationmobilecommunicationandtechnologyservice,4G,isacombinationof3GandWLAN,withtheabilitytotransmithighqualityvideoimagesandimagetransmissioncomparableinqualitytohighdefinitiontelevisiontechnologyproducts(Haitao&Xiaomin,2012).The4Gsystemcandownloadata speedof100Mbps,abouta thousand times faster than thedialup Internetaccess,uploadat20Mbpsspeed,andmeetnearlyalltheuser'srequirementsforwirelessservices(Krikke,2004;Yang,2012).Asusersaremostconcernedaboutthecost,the4Giscomparableinpricetothefixedbroadbandnetworksandthebillingismoreflexible,asuserscandeterminetheservicesrequireddependingontheirneeds(Pabstetal.,2004).Besides,4GusesDSLand cablemodems in thoseareaswithoutdeployment coverage,and thenextendsittotherestoftheareas.Thus,4Genjoysunmatchedbenefits.

Theadoptionofthe4Gmobilehasshowedsteadygrowthacrosstheworld(Lee,Marcu,&Lee,2011).However,awiderangeof4Gdiffusion levels isobservedacrosscountries.SaudiArabia is insecondplacewithnochangesinitstelecomsratingscore(ITU,2012).The4GservicesinitiatedbyMobily,SaudiTelecomCompany (STC)andZain inSeptember2011 justifiedSaudiArabia'scomparativelyhigh IndustryRewardsscoreof55,about9.9ppovertheregionalaverage(ITU,2012).AlthoughtheSaudiArabianoperatorswerethefirst,intheMiddleEast,tocommerciallylaunchthenextgenerationdataservices,itisafactthattheseservicesentered the country'smobilebroadband industryata favorable timewhen the regulatorydatashowedarapidacceptanceofthe3Gbasedmobilebroadband(ITU,2012).Duetothehigherspeedmobiledataconnectionsavailable,companiesalsopromptlyincreasedtheireffortsinthemobileapplicationspacebylaunchingnewservices,thusprovidingmorerevenuegeneratingchannels(ITU,2012).

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InJune2013,ITUestimatedthattherewere2.1billionactivemobilebroadbandsubscriptionsacrosstheworld(includingthosehavinga3Gor4Gconnection),whichis29.5%oftheglobalpopulation.Byrecentestimates,USAwith62.5millionusersmovingto4GnetworksistoprankedintheworldfollowedbyJapanandSouthKorea(ITU,2012).AccordingtoInforma(Q22013),basedonmarketpenetration,theleadersareSouthKorea,SingaporeandJapan.ActiveSIMsinMorocco,SaudiArabiaandtheUnitedArabEmirateshavealreadyexceeded100%ofthepopulation,withrespecttothepenetrationratesandwillsurpass100% inAlgeriain2012andEgyptin2011.InSaudiArabia,thethreeMNOs,EtisalatMobily,ZainSaudiArabiaandSaudiTelecomCompany(STC),hadlaunchedlongtermevolution(LTE)servicesin2011(Ren21,2011).

Despitetheprovisionof4GMobileaccessatreasonable prices,thedemandfor4GMobilehasnotincreasedasexpectedinSaudiArabiaandmanycountriessuchasJordan.Researchersaresuggestingthattheprovisionofbroadbandismoredemandconstrainedthansupplyconstrained(Dwivedi,Alsudairi,&Irani,2010).Thismeansthatinordertoenhancethehomogenousadoptionof4GMobileandtoreducethedigitaldivide,itisappropriatetofocusonunderstandingthefactorsinfluencingthedecisionsof4GMobileusers(Dwivedietal.,2010),includingstudents.Previousresearchundertakenontechnologyadoption,suchastheTAMmodelbyindividualconsumers,hasalsoemphasizedtheroleofthedemandperspective(Dwivedietal.,2010).

Severalstudieshaveoffered insightsontheadoptionof4GMobile(Shin,2011;Soon,Lama,Hui,&Luen,2012)tounderstandthe4GMobileadoptioninthedevelopedworldaswellasintheleadingcountries,suchastheUSAandtheUK.However,fewerstudieshavefocuseduponthedevelopingcountries(Soonetal.,2012).Inotherwords,ascomparedtothedevelopedcountries,SaudiArabiaisconsideredslowintheadoptionanddiffusionof4GMobileadoption.Thismaybeduetothedelayedrolloutofbroadbandservices,slowerinfrastructuregrowth,lowerteledensityandslowerpaceofadoptionthatcontributetothelackof4GMobileadoptionresearch(Dwivedietal.,2010).BecauseSaudiArabia, incomparisonwiththeUKadeveloped country, is presently lagging in the level of 4GMobile adoption, it is essential to undertakeresearch thatmayassist inexplaining the factors thatmayhasten4GMobileadoption. Furthermore, itbelievedthat4GMobileServicescanhelpadvanceSaudiArabiaeducationtoahigherlevel,enhancingthewellbeingofitspeoplebyassistinginthereleaseofeducation,healthandtelecommunicationsservicesatamoreaffordableratetoalargerpopulation.Givensuchperceivedbenefits,itisessentialtocomprehendthefactorspresentlyaffectingtheconsumption,acceptanceof4GMobileservicesamongSaudiArabiastudentsand,subsequently,howtofurtherencourageadoptionof4GMobileservicesforeducation.

Theproliferationofonline informationresourceshaveresulted incollegestudents increasing theircampus library information retrieval productivity (Chen& AdviserDehart, 2008; Soon, et al., 2012). Inaddition,thetrendofusingtheWorldWideWebtoretrieveinformationisrisingfast(Chen,2008).Studentsareevolvingtobebehaviorallydifferentfromothergenerations(Soonetal.,2012).Thisstudentwayoflifewhichinsistsontheintenseusageoftelecommunicationisnowawakeningseveralinternetserviceproviderstotargetthisemergingandexceedinglyprofitabletargetgroup(Dwivedietal.,2010;Soonetal.,2012).

The discussions presented above have provided themotivations, for conducting research on thestudent adoption of 4G Mobile amongst Saudi students. Therefore, research on the acceptance 4Gtechnologywillbehighlyuseful inprovidingpertinent information,particularlyatthisstage in4GmobileInternetdevelopmentandimplementation.

Thisstudyaimsatexaminingtherelationshipbetweenperceivedusefulness,perceivedeaseofuse,perceivedentertainment,attitudeandusersintentiontowardsusing4GmobileserviceswiththeTechnologyAcceptanceModel(TAM)astheguidingprinciple.Accordingtostandardpractice,theresearcherconstructedvariablestofullyexplorestudentsperceivedeaseofuse,perceivedentertainmentandperceivedusefulnessofthesystemaswellastheirintentiontousethe4GMobile.Thefollowingtwoquestionswereposed:

Question1:Whatarethefactorsinfluencingstudents'intentiontoadopt4GMobile?Question2:Whatarethefactorsinfluencingstudents'attitudetoadopting4GMobile?This study will chiefly benefit themobile services providers, as they can better understand the

students'perceptionofthe4GMobileservices.Further,theresultsofthisstudycanallowthemtosegmentandtargetthemarketmuchbetter.

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LITERATUREREVIEWAsthenumberof4Gusersincreasedsignificantly,itindicatedtheuserswillingnesstoacceptadvanced

wireless technology and participate in activities using 4Gsupported systems which can offer wideropportunitiesthanotherwirelessservices.BydrawingontheattributesoftheTechnologyAcceptanceModel(TAM)which isanestablishedmethodologyintechnologybasedproductacceptanceresearch,Soonetal.(2012)examinedthefactorsinfluencingtheintentionsofMalaysiancollegeanduniversitystudentstoadopt4GMobileforacademicandforpleasurepurposes.Soonetal.(2012)proposedfourindependentvariables,namely perceived ease of use, perceived usefulness, subjective norm and perceived enjoyment. ThedependentvariableofthisstudyisIntentiontoUse(Soonetal.,2012).

Elwood, Changchit, and Cutshall (2006) examined students perceptions and their acceptance ofimplementingalaptopprogrambyadoptingTAMasthetheoreticalframework(2006).Fadare,Babatunde,andTheophilus(2011)examinedthefactorsaffectingstudentsintentiontousemobilelearningbasedmainlyon the TAM (Fadare et al., 2011). Karjaluoto (2007) investigated 3GMobile services from amarketingperspective.Thisstudyexaminedthesuccessfactorsanduseracceptanceofthe3Gmobilenetworkanditsservices(Karjaluoto,2007).AnotherresearchbyAbubakarandAhmed(2013)examinedthefactorsaffecting3Gtechnologyperceptionandadoption. Inthetheoreticalframeworkofthestudy,TAMandtheUnifiedTheoryofAcceptanceandUseofTechnology(UTAUT)areusedasguidelines.Inordertoanalyze3Gusersperceptionandbehavioralintention,externalvariables(perceivedusefulness,perceivedeaseofuse,price,varietyof3Gservices,servicequalityandsocialinfluence)areanalyzedthroughasurveystudy.Theresultsshowthatperceivedusefulness,varietyof3Gservices,servicequalityandsocial influenceare influencingfactorsinthebehavioralintentionof3Gusage(Abubakar&Ahmed,2013).Pagani(2004)conductedastudytoidentifythefactorsinvolvedintheadoptionof3Gmobilemultimediaservicesandfoundthatperceivedusefulness,easeofuse,price,andspeedofusearethemostimportantdeterminants.

Performance expectancy positively influences behavioral intention and user behavior (Carlsson,Carlsson, Hyvonen, Puhakainen, & Walden, 2006; Martins, Oliveira, & Popovi, 2014). However, thepracticabilityofthesystemcontinuestorankasthemaininfluentialfactorthatguidestheuserstousethetechnological service. Facilitating conditions positively influence intention and usage (Chang& Cheung,2001).Socialinfluenceofthe3Gmobiletelecommunicationservicespositivelyaffectsintentionanduse(Ho,Hung,&Chen,2013;Lu,Yao,&Yu,2005).Thebehavioral intentionofthe3Gmobiletelecommunicationservices users positively influences use behavior (Davis, Bagozzi,&Warshaw, 1989; Kuo& Yen, 2009).Throwinglightonthefactorsthatinfluencetheacceptanceoftechnologyintheusercontext,theTAM,asseeninFig.1,representsthemostusefulfactorsinpredictingtheuseofsuchtechnology.Davis,Bagozzi,andWarshaw(1992),proposedamodelbasedonconstructandrelationshipsinviewoftheTheoryofReasonedAction (TRA).TheTAM,derivedchiefly fromtheTRA (Liao,Tsou,&Huang,2007),positsthat individualswillingness, rational decisionmaking, attitude and subjective norm positively affect their behavioralintention.Thesubjectivenormrelatestothe individualsconvictionthattheyshouldexpressaparticularbehaviorwhichisexpectedofthembythosetheyconsiderimportant(Davisetal.,1989;Rawashdeh,2011).TRAshowsthatattitudeandsubjectivenormsindependentlyaffectintentions(Davisetal.,1989;Rawashdeh,2013),whereas in theTAM,perceivedusefulnessandperceivedeaseofusehavebeen found todirectlyaffectattitude(Davisetal.,1989;Rawashdeh,2013).AccordingtoDavisetal.(1992),thesubjectivenormhadnosignificanteffectontheintentionsmorethanperceivedusefulnessandperceivedeaseofuse,andtherefore,itwasomittedfromtheoriginalTAM.

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Fig.1.TheTechnologyAcceptanceModel. ThebasicconstructsofTAM,withoutanyexternalvariablesbeingappliedontheacceptanceofonline

businessmanagementandindustryeffectwereempiricallytestedbyOrtega,Martinez,andDeHoyos(2006).Usingthe4Gwirelesstechnology,operatorscanprovide4Gservicescontaininganassortmentofentertainingandengagingservices.

Fig.2.TheProposedModelfor4Guse.

Thus, this study aims at providing a theoretically justified researchmodel that extends TAM byproposingthe inclusionofperceivedentertainmentvalue(PEV)alongwiththeuseof4Gservices,andtoempiricallytestthefactorsinfluencingtheuseof4Gmobileservices(Fig.2).

2.1PerceivedUsefulness(PUF)Davisetal.(1992)definedperceivedusefulnessastheprospectiveuserssubjectiveprobabilitythat

usingaspecificapplicationsystemwillincreasehisorherjobperformancewithinanorganisationalcontext.Basedon thisdefinition, usefulnesswas ascertained as the keydeterminant in theusagebehavior andintention (Pynoo et al., 2012). Subramanian (1994) reiterated two belief measurements (perceivedusefulnessandperceivedeaseofuse)byemployinganewdatasetfortwodifferenttechnologies.Hefoundthatonlyperceivedusefulness,andnotperceivedeaseofuse,directlyaffectedusagebehaviorbyemployingthe Structural Equation Modelling (SEM). The direct effect of perceived usefulness on intention wasattributed toperformanceexpectancyhavingadirect influenceon intention, regardlessof theaffectivereaction,inworkplacecontexts.However,otherresearchhasfoundtheeffectofattitudeonintentiontobequiteimportant(e.g.,Mathieson,1991).Further,insocialpsychology,theroleofattitudeasadeterminant

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ofbehaviorhasbeenwelldocumented(seeAjzen,2002)Also,Ajzen(2002)notedthatinsocialbehaviors,attitudecapturesbothaffectandevaluation.

Therefore,perceivedusefulnessisdescribedastheextenttowhichanindividualbelievesthatuseof4Gmobileserviceswillimprovetheircommunicationalperformance.Thefollowinghypothesesareproposedbasedonthisfact:

H1.Perceivedusefulnesswillpositivelyaffectattitudetowardusingthe4Gmobileservices.H2.Perceivedusefulnesswillpositivelyaffectbehavioralintentiontowardusingthe4Gmobileservices.

PerceivedEaseofUse(PEU)Inthe IT literature,connectionshavebeenempiricallyverifiedbetweentheperceivedeaseofuse,

perceived usefulness and attitude in the TAM theory. Various studies have employed different usagemeasuresandfoundthemtoconcurwiththeTAMresults,inwhichitstwobeliefsbearaclosecorrelationtoattitude(Adams,Nelson,&Todd,1992; Igbaria,Zinatelli,Cragg,&Cavaye,1997).Manystudieshavealsotestedtheeffectsoftheexternalvariablesontheperceivedeaseofuse(Hong,Thong,Wong,&Tam,2002;Igbariaetal.,1997),andfoundsuchaneffectfullyindependentofperceivedeaseofuse(Liaoetal.,2007).

According to Davis (1989) and Davis et al. (1992), perceived ease of use influences perceivedusefulness,andperceivedusefulnessandperceivedeaseofusewillinfluencebehavioralintentionandactualusage.There isalsosignificantevidencesupportingtheroleofperceivedeaseofuseasadeterminantofperceivedusefulnesswhichisbasedontherationalethattheeasieratechnologyistouse,themoreusefulitcanbe(e.g.,Davisetal.,1989;Venkatesh&Davis,2000).Ontheotherhand,Igbaria,Parasuraman,andBaroudi(1996)foundsupportforapositiverelationshipbetweenperceivedentertainmentvalueandsystemusage.By contrast, perceived complexitywasnegatively correlatedwith perceived entertainment value(Igbariaetal.,1996).Thesefindingsleadtotheexpectationthattheeasiersensoryenabling4Garetouse,thegreatertheperceivedentertainmentvalueofthecommunicationalperformance.

Here,theresearcherdefinesperceivedeaseofuseasthedegreetowhichtheuseofthe4Gmobileservicesbytheuserisperceivedaseasyoreffortless.Thus,thefollowinghypotheseshavebeenproposed:

H3.Perceivedeaseofusewillpositivelyaffectthebehavioral intentiontowardusingthe4Gmobileservices.

H4.Perceivedeaseofusewillpositivelyaffecttheperceivedusefulnessofusingthe4Gmobileservices.H5.Perceivedeaseofusewillpositivelyaffect theperceivedentertainmentvalueofusing the4G

mobileservices.

Attitude(ATT)Attitudeiswellrecognizedasacauseofintention.Intermsofthe4Gmobileservices,theirfeatures

canbeseensimplyasanextensionoftheG3serviceswithsignificantdifferencesinthespeedandbandwidthtogainaccesstothewirelessnetwork.Amajorityoftodayscustomerswillprobablyhavebeenexposedto4Gmobilephonesanddevelopedarangeofattitudes,fromveryfavorabletohighlyunfavorable,towardusing them. Earlier empirical studies have revealed such generalized attitude and its influences on theevaluationofthenewtechnologyinsimilarsituations(Lederer,Maupin,Sena,&Zhuang,2000;Moon&Kim,2001;Vijayasarathy,2004).Inthisresearch,attitudeishypothesizedasbeingaresultoftheinfluencesoftheintentiontowardusing4Gmobileservices. It isdefinedasthedegreetowhichan individualsattitude isdisposed,favorablyorunfavorably,towardsthe4Gmobileservicesusage.Thus,thefollowinghypothesishasbeenproposed:

H6.Attitudewillpositivelyaffectbehavioralintentiontowardusing4Gmobileservices.

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PerceivedEntertainmentValue(PEV)Entertainmentvalue,simplymeansspendingtime/havingfun,particularlyinsituationswhenaccess

towiredentertainmentappliancesisnotpossiblee.g.killorfilltimewhiletravelingtouniversity.Igbariaetal.(1997)haveindicatedthatperceivedentertainmentvaluesignificantlyaffectsintentiontousecomputers.Blanco,Blasco,and Azorin (2010) foundthattheentertainmentand informationthattheusersperceivethroughmobileadvertisingaffecttheirattitudes.Theusersperceptionsoftheentertainmentvaluehaveapositivecorrelationwiththeirattitudes (VanderWaldt,Rebello,&Brown,2009).Gardnerand Amoroso(2004)intheirstudyanalyzedtheindividualacceptanceandusageofawebsiteusingtheextensionprovidedby TAM,which added the perceived entertainment value, inwhich perceived entertainment value andattitude had a significant relation. This study showed that from the point ofwebsite usage perceivedentertainmentvalueisanimportantfactor.AccordingtoHwangandLee(2013)entertainmentwillbecomethe biggest driver formobile services because people have a natural limit to the time they spend onapplicationssuchasbankingandgovernance.Forinstance,apersonmayspendawholedaywatchingmoviesorvideos,butislesslikelytospendasmuchtimeoneducationandhealthcareservices.Thus,thefollowinghypothesesareproposed:

H7.Perceivedentertainmentwillhaveapositiveeffectonattitudetowardusingthe4Gmobileservices.H8.Perceivedentertainmentwillhaveapositiveeffectonbehavioralintentiontowardusing4Gmobile

services.BehavioralIntention(BI)

Behavioralintentiontouseaserviceisameasureofthepossibilitythatonewilladopttheapplication,whereas the TAM uses the actual usage to represent a selfreportedmeasure of time or frequency ofadoptingtheapplication(Davisetal.,1989).However,itisneithereasynorpracticaltoobtainanobjectivemeasurementofanindividualsintentiontoexpressaparticularbehavior.Severalresearcheshaveshowntheexistenceofboththeoreticalandempiricalsupportforastrongcorrelationbetweenthe intentiontoengageinaparticularbehaviorandtheactualbehavioritself(Dabholkar&Bagozzi,2002;Lucas&Spitler,1999).Tomaintaininstrumentbrevity,behavioralintentionisadoptedasanindividualsintentiontouse4Gmobileservices.

METHODOLOGYTostudythesuccessfactorsthatcould influencetheusersattitudetoward4G inSaudiArabia,the

studysamplewaschosenatrandomfromtheregistrationdepartmentinPrincessNoraBintAbdulrahmanUniversity(PNU)basedontheregistrationnumbers.Theirselectionisjustifiedbythefactthattheyrepresentthehighlyeducatedsectorofsociety,theypossesssmartphoneswith4Gandmayhavehadpriorexperienceinusing3G.

Outof500questionnaires,only280werefoundtobeusable(responserate56%),forfurtheranalysis.PreviousresearchofthistypeconductedbySoonalsohadanextremely lowresponserate,withonly120usableresponsesinthesample(Soonetal.,2012).Likewise,Oh,Ahn,andKim(2003)basedtheirconclusionson 211 questionnaires (response rate 52.75%). The questionnaire itself consists of twomain parts: thedemographicprofileoftherespondentsandtheirperceptionsandattitudetowardusing4Gmobileservices.The itemsusedweremeasuredbyadapting fromDavisetal. (1989).Then thecrosssectionaldatawerecollectedbyasurveyandanalyzedusingAMOS20andSPSS17software.

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DATAANALYSIS

ProfileofRespondentsAstatisticalelaborationofthesamplewasdone,sincethisstudyisacasestudyofthePNU.PNUisa

womens university in Saudi Arabia and the largest womenonly university in the world. The genderdistributionofthesurveyrespondentsis100%females.Theresultsalsoindicatedthat100%ofthesamplewasagedbetween18and25years.FactorAnalysis

Factoranalysiswasthenperformedonthepilotstudydata.Thetestresultsweresatisfactory,withthreefactorscorrespondingtothefiveintendedfactors(PerceivedUsefulness(PUF),PerceivedEaseofUse(PEU),PerceivedEntertainmentValue(PEV),Attitude(ATT)andBehaviorIntention(BI))beingrevealedwithfactorloadingvaluesbetween0.634and0.850(Table1).Table1RotatedComponentMatrix PUF PEU PEV ATT INTPUF1 0.806 0.034 0.053 0.117 0.173PUF2 0.797 0.110 0.041 0.067 0.090PUF3 0.796 0.066 0.049 0.152 0.069PUF4 0.788 0.085 0.071 0.075 0.126PEU1 0.145 0.793 0.097 0.082 0.037PEU2 0.072 0.738 0.094 0.038 0.011PEU3 0.006 0.634 0.118 0.067 0.209PEU4 0.069 0.748 0.028 0.058 0.078PEV1 0.013 0.070 0.817 0.170 0.271PEV2 0.107 0.076 0.812 0.081 0.116PEV3 0.055 0.167 0.796 0.163 0.073PEV4 0.067 0.074 0.797 0.132 0.100ATT1 0.094 0.052 0.096 0.844 0.107ATT2 0.100 0.052 0.254 0.754 0.247ATT3 0.140 0.081 0.113 0.770 0.150ATT4 0.114 0.104 0.125 0.772 0.232INT1 0.215 0.173 0.208 0.297 0.828INT2 0.190 0.117 0.190 0.253 0.850INT3 0.172 0.130 0.206 0.257 0.828

ReliabilityAnalysis

Thereliabilityofscalerevealsthatthestudyisrandomerrorfree.Inthisstudy,internalconsistencyismeasuredwithCronbachscoefficientalpha(),whichgivesanindicationoftheaveragecorrelationamongalltheitemsconstitutingthescale.Valuesrangefromzerotoone,inwhichthehighervaluesindicategreaterreliability.Table2showstheresultoftheanalysisoftheCronbachsalphascaleforperceivedusefulness,perceivedeaseofuse,behavior intention,perceivedentertainment,andattitude,where itsvalue ismorethan.7.Thisimpliesthatthesurveyinstrument(questionnaire)isareliabletoolwithwhichtoconsistentlymeasurealltheconstructs.Moreover,allthemeasuresoftheconstructshadbeenusedinpriorstudies,andhavethusbeenvalidated(Table2).

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Table2CronbachscoefficientalphaVariable CronbachscoefficientalphaPerceivedUsefulness(PUF) 0.83PerceivedEaseofUse(PEU) 0.73PerceivedEntertainmentValue(PEV) 0.86Attitude(ATT) 0.85Intention(INT) 0.92CorrelationAnalysisofVariables

Toidentifythecorrelationsbetweenthefivevariables(PerceivedUsefulness(PUF),PerceivedEaseofUse(PEU),PerceivedEntertainmentValue(PEV),Attitude(ATT)andBehaviorIntention(INT)),thePearsoncorrelationwascalculated.Itwasalsousedtodescribetherelationshipbetweenthedependentvariableandtheoutcome.Allthemajorvariableswerecorrelatedtogetheremployingthecorrelationtest.Theaveragescoreofthemultiitemsforaconstructwascomputedasasingleconstruct inthequestionnaireandwasmeasuredbymultiple items.Thescorewas laterused infurtheranalysissuchascorrelationanalysisandregressionanalysis(Wang&Benbasat,2007).AscitedbyWongandHiew(2005),thecorrelationcoefficientvalue(r)rangingfrom.10to.29,isconsideredweak;from.30to.49itisconsideredmedium;andfrom.50to1.0 it isconsideredstrong.However,accordingtoBlunch(2012),thecorrelationcoefficientshouldnotcross.8,toavoidmulticollinearity.Asthehighestcorrelationcoefficientvalueinthisresearchis.536,whichislessthan.8,themulticollinearityproblemdoesnotexisthere(Table3).Table3CorrelationMatrixandMeanValues

ModelAssessmentForinvestigatingconformanceonexpandingexpectedparameterestimates,tostartwithitisvitalto

assess fitof individualparameters in thehypothesizedmodel fordeterminingviabilityof theirestimatedvalues.Generally parameter estimates exhibit correct size and sign and are consistentwith underlyingtheory; unexpected estimatewill indicate either inappropriateness of themodel ormissing input data.Resultsshowthatestimatesweremuchnormalaswellasacceptable. Inexaminingparameterestimatesreliability, another test statistic is C.R. (critical ratio) that represents parameter estimate divided by SE(standarderror).Asa ruleof thumb, thecritical ratiomustbe>1.96 foranestimate tobeacceptable(Jreskog&Srbom,1996;Lien,Lytle,&Komro,2002).TheresultsshowedthateveryC.R.valuewasbiggerthan1.96henceindicatingthatallofthemwereacceptable.Forthefitstatisticsreview,onreviewingthefitstatisticsfromTable4,itwasnotedthatallfitstatisticsindicategoodnessoffit.Keyfitstatisticsdisplayedvalueof2equalto149.081,0.369aspvalue,0.948asGFI,0.944asNFI,0.998asCFI,0.998asTLI,0.017asRMR,1asPCLOSWand0.011asRMSEA.Allthesestatisticsshowmarginalverygoodfitaspercommonlysuggestedcriteria(Table4).

PUF PEU PEV ATT INTPUF 1.000 PEU 0.214 1.000 PEV 0.180 0.259 1.000 ATT 0.303 0.220 0.374 1.000 INT 0.384 0.310 0.434 0.536 1.000Mean 4.772 5.231 5.718 6.010 6.012Std.Deviation 0.470 0.363 0.508 0.642 0.854

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Table4FitStatisticsofModelFitStatistic Suggested ObtainedChisquare 149.081DF 144Chisquaresignificance p>0.05 0.369Chisquare/DF 0.90 0.948TLI Closeto1indicatesaverygoodfit 0.998NFI >0.90 0.944CFI >0.90 0.998RMR 0.50 1.000RMSEA

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The seventh and eighth hypotheses proposed that perceived entertainment valuewould predictattitudetowardusingthe4Gmobileservices(Hypothesis7),andbehavioralintentiontowardusingthe4Gmobileservices(Hypothesis8).ThepathforHypothesis7wassignificant(=0.57,C.R.=5.878),andsowasthe path for Hypothesis 8 (= 0.46, t = 3.756). Thus, Hypothesis 7 and Hypothesis 8were supported.SummarizedresultsforthehypothesistestsareshowninTable5.Thegreatdiversityinthe4Gservicescaninspiretheuserswithmoreimaginationspacethatwillencouragethemtoexperienceenjoymentinusingthe4Gmobile.TheseresultsareconsistentwithpriorstudiesonperceivedentertainmentbyHwangandLee(2013),whoindicatedthatperceivedentertainmentsignificantlyinfluencesintentiontousesocialnetworkmobile(Table5).Table5RegressionWeights:(Groupnumber1Defaultmodel)

Estimate S.E. C.R. pPEV

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Figure3.AMOSGraphicoftheModel

Inaddition tothe testsofhypotheses,directand indirecteffectsofeachvariablearepresented inTable6.Table6Direct,indirectandtotaleffects PEU PEV PUF ATT Direct

Indirect

Total

Direct

Indirect

Total

Direct

Indirect

Total

Direct

Indirect

Total

PEV 0.46 0.00 0.46 0.00 0.00 0.00 0.00 0.00 0.00 0.00PUF 0.41 0.00 0.41 0.00 0.00 0.00 0.00 0.00 0.00 0.00ATT 0.00 0.42 0.42 0.57 0.57 0.41 0.41 0.00 0.00 0.00INT 0.35 0.63 0.99 0.46 0.32 0.78 0.44 0.23 0.67 0.57 0.00 0.57

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CONCLUSIONANDRECOMMENDATIONSThe contribution of this study toward theory is that it integrates the TAMmodelwith perceived

entertainmentvalueinordertoenhanceknowledgeof4GMobileadoptionfromthestudentsperspectives.Thisarticlestudiedtherelationshipbetweenperceivedusefulness,perceivedeaseofuse,perceived

entertainmentvalue,attitudeandthestudentsintentionofusingthe4Gmobileservices.Theresultsindicatethatthestudentsintentiontousethe4Gmobileservicesisdeterminedbytheirunderstandingregardingtheusefulness and itseaseofuse and access to the4Gmobile services functions. Further, the resultshighlightedtheimportanceoftheperceivedeaseofusetowardthe4Gmobileservicesintermsofhoweasyoreffortlessitistocommunicatewithoneanother.

Themajortheoreticalofferingofthisresearchwastoconfirmtheroleofentertainmentvariablewhenexplainingtheactualadoptionof4GMobile.Thiswasconsideredtobeoneoftheimportantresearchissuesofthisstudy,whichistoinvestigatetheentertainmentvalueinordertodetermineitseffectontheadoptionof4GMobile.EmpiricalfindingsfromtheVenkateshandBrown(2001)studyestablishedthat,whenadoptingatechnology,theroleofperceivedentertainmentvalue(PCgamesandvideogames)was importantasafactor for consideration in theuserdecisionmakingprocess (Venkatesh&Brown,2001).TheperceivedentertainmentvalueofaPCwasmuchmoreenhancedbytheadventoftheInternet(Venkatesh&Brown,2001).The Internetoffered theopportunity toplayonlinegames (Visser,Antheunis,&Schouten,2013),downloadmusicandvideo,chat,andsendonlinemessages(Fariasetal.,2013).However,thispotentialwasseverelyhamperedbytheslowspeedof3G(Ali,2013).Thisbarrierisbeingovercomeby4G,whichoffersfasterdownload speeds and streaming capabilities to Internet users, andhencemore convenience andcompellingenvironments(Ali,2013).

Consideringtheperceivedentertainmentvaluethat4Goffersincomparisonto3Gmobileservices,itwas expected that users who perceive 4G mobile services as a good entertainment medium willeventually adopt the technology (EizanAzira&Omar,2013).The findings support theunderlyingstudyhypotheses that states perceived entertainment valuewill have a significant positive influence on theattitudeandbehavioral intentiontowardusingthe4Gmobileservices.Thefindingswereconsistent withprevious literature (Ali, 2013; Eizan Azira & Omar, 2013) suggesting that a key factor in determiningbroadbandadoptionwas thePCbangphenomenon inSouthKorea.The findingsarealso supported byMorganandRavindran(2014),whomaintainedthatbroadbandusersaremorelikelytousetheInternetforentertainment incomparisontonarrowbandusers.In lightoftheabove,thecurrentfindingssignificantlyenhancetheappreciationofuseracceptanceofthemobilecommunicationservices.Aseriousconsiderationofthefactorsthusfaridentifiedwillgoalongwaytowardensuringamoresuccessfuladoptionof4G.Theresultssuggestthatthe4Gmobileservicesusersmustbeprovidedwithmorevariedandentertainingwaysofcommunicating,whichareatthesametimeeasilyaccessibleandconvenienttouse.

ThisstudyinthecontextofSaudistudentswillprovideample4GMobileresourcesforotherArabcitiesorcountriessuchasOman,JordanandEgypt).ThisstudyisoneoftheinitialeffortsthatprovideprimarydatainthecontextofthestudentsinSaudiArabiaandsupportstheaforementionedtheory.ThefindingsofthecurrentstudyclearlyillustratethattheSaudiArabia4GMobileusers(students)dotendtousethe4GMobiletoincreaseproductivityfortheirhomework/studyrelatedtasks.

Considering the inhomogeneous adoption of 4G Mobile adoption this research also providesimplications for policy makers and the providers of 4G Mobile in order to encourage and promotehomogenous adoption. Considering the slow adoption of 4GMobile for education purpose, the policymakersinthiscasetheeducationindustryholdsaparticularinterestinthefindingsofthisstudy.Policymakersarecurrentlyinvestigatinghowtoincreasediffusionof4GMobilewithintheirownuniversities,andso informationonotheruniversitiesexperienceswillbeuseful.Onotherhand, the telecommunicationscompaniesare interested indetermininghow to improve theirstrategies.Therefore, thisstudyoffersanunderstandingofthe4GMobileadoptionstrategiesatthestudentlevel.Thisisparticularlyusefulastherearefewstudiespublishedonstudentadoptionof4GMobileinSaudiArabia.Future research is warranted to evaluate and analyze the 4G market, as well as to investigate the financial and industrial implications associated with the 4G market.

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