Are Satisfied Customers Willing to Pay More for Extra Services? Moderating Effect of Perceived Risk on 5G Technology Acceptance

5G service refers to the mobile services built on the 5th generation telecommunication technology. It enhances end user experience of mobile internet surfing significantly. The high bandwidth of 5G technologies offers vendors opportunities to provide more value-added services to their customers and therefore improve the revenue. However, the competition in this market is intense. In order to survive and finally get some payback, the vendors need to analyze the acceptance of 5G services from their consumers’ perspective. In this paper, the authors use the extended TAM model to investigate the 5G service acceptance in China. They conducted a survey to test their model and got the results to support their argument. The study has both theoretical contribution to the people who would like to do research in this area and practical contribution to managers who would like to provide 5G services to their customers.