With the advent of 3G era, the number of 3G subscribers is increasing at an alarming rate, and 3G value-added services have been developing at a rapid pace. Based on the theory of customer behavioral intention of 3G value-added service, this paper builds the concept model of consumer adoption behavior of 3G value-added service by improving TAM. Then, SPSS20.0 descriptive statistical analysis, reliability analysis, validity analysis, factor analysis are used to obtain a significant factor on the adoption of consumer behavior significantly, and finally overall model validation is done through the AMOS17.02. This article will provide reference for researchers and workers engaged in 3G value-added business.%随着3G时代的到来,3G用户量在以惊人的速度在增长,同时3G增值业务得到了飞速发展.本文立足于3G增值业务消费者的行为意愿相关理论,通对TAM的改进形成3G增值业务消费者采纳行为概念模型.然后,利用SPSS20.0进行描述性统计分析、信度分析、效度分析、因子分析得出个大因素对消费者采纳行为的显著性,最后通过AMOS17.02进行整体模型验证.本文将对从事于3G增值业务研究者以及工作者有一定的借鉴意义.
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