3G/4G Mobile Network Band Wagon in Pakistan: A Mixed Method Inquiry into Consumer Adoption Attitude


  • Moin Ahmed Moon
  • Amna Farooq
  • Ghazanfer Ali Abbasi


Social Influence, Innovation, Image, Price, Perceived-usefulness, Attitude- towards-use


Purpose: The purpose of this research was twofold; first to explore the basic level
of understanding of 3G/4G and to identify the factors considered most important by
consumers in shaping their adoption attitude. The second purpose was to
investigate the applicability of factors identified by 3G/4G adoption literature in
Methodology/Design: Two separate studies were designed. In Study 1, nine focus
group interviews were conducted with university students, general consumers and
telecom employees of Islamabad. 9 factors were identifiedon the basis of importance
given by respondents. In Study 2, we tested a model based on the previous
literature with 610 mobile phone user of Islamabad.
Findings: Except two all hypothesis were accepted. Findings of both studies suggest
essential factors in shaping up 3G/4G adoption attitude.
Implications: Managerial implications, limitations and future research directions
are discussedat the end.


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How to Cite

Moin Ahmed Moon, Amna Farooq, & Ghazanfer Ali Abbasi. (2022). 3G/4G Mobile Network Band Wagon in Pakistan: A Mixed Method Inquiry into Consumer Adoption Attitude. UW Journal of Management Sciences, 2(2), 17–35. Retrieved from https://uwjms.org.pk/index.php/uwjms/article/view/40