• S.Kanimozhi
• Dr.S.Sundar

The main aim of this paper is to explain the adoption intention of 4G mobile services through the decomposed theory of planned behaviour. The collection of data comprises of 233 mobile phone users in India through a self-administered questionnaire. The data was analysed using AMOS software and the findings indicated that Attitude, Subjective Norms and Perceived Behavioural Control have a significant impact on consumer’s decision to adopt 4G mobile services.The findings indicate that Attitude was found to be an important variable influencing 4G mobile usage. Subjective norms and Perceived Behavioural Control also positively influence behavioural intention. This study represents a careful and systematic effort to examine DTPB on 4G mobile services usage. The model was examined in the workplace and personal settings where usage is more likely to be mandatory. As many telecom operators are starting to embrace 4G technology, this study helps the mobile service providers to formulate appropriate business strategies to increase and retain their customer base.

4Gmobile services, technology adoption, decomposed theory of planned behaviour

"Adoption of 4G mobile services in India: An explanation through Decomposed Theory of Planned Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.4, Issue 11, page no.23-27, November-2017, Available :http://www.jetir.org/papers/JETIR1711005.pdf

"Adoption of 4G mobile services in India: An explanation through Decomposed Theory of Planned Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.4, Issue 11, page no. pp23-27, November-2017, Available at : http://www.jetir.org/papers/JETIR1711005.pdf