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Many innovation adoption studies examine users' pre- and post-adoption innovation behaviors. However, the emergence of a gap between the post-adoption of the old generation and the pre-adoption of the new generation leaves room for discussion. This paper surveys Taiwanese mobile phone users and conducts an empirical study to map how 2G mobile data services (MDS) users go about adopting 3G MDS. The investigation of migrating patterns provides managerial and marketing benefits since most innovative products and services have been multi-generationally revolutionized. Our findings suggest that users make comparisons between generations which alter their concepts and intentions. There is an attitude difference between the pre- and post-users' perceived enjoyment of the entertainment services provided by 3G MDS. While satisfaction and system quality are insufficient to encourage users to switch, the latter factor has a mediating effect through its perceived usefulness and enjoyment in terms of influencing users' migrating patterns.
Date of Conference: 25-27 May 2011