Theoretical Intersections Among Social Influences, Beliefs, and Intentions in the Context of 3G Mobile Services in Singapore: Decomposing Perceived Critical Mass and Subjective Norms

This study examined the distinctiveness of two primary factors of social influence (perceived critical mass [PCM] and subjective norms [SN]) and their theoretical relationships with beliefs and behavioral intentions (BI) in the context of 3rd generation (3G) mobile services in Singapore. The findings revealed that both social influence (PCM in particular) and cognitive instrumental processes (perceived usefulness [PU] and perceived ease of use) significantly influenced BI. Exploratory and confirmatory factor analysis demonstrated the importance of distinguishing between PCM and SN. PCM strongly influenced BI both directly and indirectly by changing the utility (i.e., externalities) and the normative beliefs surrounding the new technology (i.e., descriptive norms). SN, however, influenced BI indirectly through PCM and PU.