The Quantitative Research on Behavioral Intention towards 5G Rich Communication Services among University Students

Abstract

Supported by artificial intelligence and 5G techniques in mobile information systems, the rich communication services (RCS) are emerging as new media outlets and conversational agents for both institutional and individual users in China, which inherit the advantages of the short messaging service (SMS) with larger coverage and higher reach rate. The benefits can be fulfilled through media interactions between business and smart phone users. As a competitor of over-the-top services and social media apps, the adoption of RCS will play a vital role for mobile users. It is important to conduct quantitative research and reveal the behavioral intention to use (BIU) among RCS users. In this paper, we collect 195 valid respondents from university via an offline experiment and then build a structural equation model consisting of task characteristics (TAC), technology characteristics (TEC), task-technology fit (TTF), performance expectancy (PE), perceived risk (PR), perceived trust (PT), perceived convenience (PC) and satisfaction (SA). We find that SA, PC and PE have direct impact on BIU. TTF has indirect path connecting to BIU via PE and SA. The impacts of PT and PR on BIU are not significant. Performance results show that our proposed model could explain 49.2% and 63.1% of variance for SA and BIU, respectively. Through revealing the influencing factors of BIU, we can point out the user perception of the brand-new interactive channel and then provide the guidance for the large-scale commercialization of 5G RCS.

Keywords

• 5G
• rich communication services
• media interaction
• task-technology fit
• behavioral intention
• university students