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Focus on the 3G value-added services market, influence factors of customers' adoption intention are discussed in this paper. Through reviewing on the previous research papers, a conceptual model of customer adoption is developed and nine important factors are proposed, namely perceived usefulness, perceived ease of use, perceived price, perceived security, perceived enjoyment, need for uniqueness, network context compatibility, use experience and social influence. Then we conduct a big sample of questionnaire investigation in 3G value-added services market in China. Our empirical findings are as follow: (1) security and social influence are two of the most important factors in 3G market, (2) 3G value-added services should be perceived as enjoyment and useful, and (3) using context should be friendly and compatible.