World Applied Sciences Journal 32 (2): 243-252, 2014 ISSN 1818-4952 © IDOSI Publications, 2014 DOI: 10.5829/idosi.wasj.2014.32.02.331 Corresponding Author: Ismail Sheikh Yusuf Dhaha, Department of Communication, International Islamic university Malaysia, 53100, Kuala Lumpur, Malaysia. Tel: +60173593761. 243 Behavioral Intention and Satisfaction with 3G Technology among Students in Somalia: A Structural Equation Modeling Study Ismail Sheikh Yusuf Dhaha and Ali Yassin Sheikh Ali 1 2 Department of Communication, 1 International Islamic university Malaysia, 53100, Kuala Lumpur, Malaysia Faculty of business and accountancy, 2 SIMAD University, Mogadishu, Somalia Abstract: Third generation mobile telecommunication technology (3G) was widely adopted. It has become an essential part of the today’s activities for considerable segments of populations in the world. Theoretically driven by unified theory of acceptance and use of technology, the current study investigates the factors underlying behavioral intention and satisfaction with 3G technology among students in Somalia.By employing stratified random sampling, this study collected the data from 395 students in a private university in Somalia. The structural equation modeling (SEM) approach was employed to analyze and test the hypothesized model. The results of SEM suggested that behavioral intention to adopt 3G mobile technology has been positively influenced by social influence, performance expectancy, effort expectancy and perceived expense, whereas performance expectancy, social influence and behavioral intention were determinants of students’ satisfaction with the 3G mobile technology. Limitations, theoretical and practical implications were discussed. Key words: 3G mobile technology SEM Performance expectancy Perceived expense Effort expectancy Social influence INTRODUCTION NTT DOCOMO, a leading Japanese Third generation (3G) technology became 3G technologyin October 2001 [2], followed by other popular and it was widely explored the factors behind major telecommunication companies in Japan. its adoption and usage. It is different from the second Subsequently, 3G technology was launched in many and first generations in terms of speed in data other countries, providing convenience to its users. transmission [1]. It provides to its users a clear hearing of Abu [2] further elaborated how the technological the voices, higher speeds and browsing the websites in a innovations participated in the development and comfortable ways [1]; entertainment, pricing strategies, betterment of 3G technology in Japan. network and e-payment [2]. There are three important In Somalia, Hormuud Telecom, a leading services provided by 3G technology. These telecommunication company in the county launched the includemultimedia, mobile internet and audio and video first 3G technologyin December 2012. The target services as well as itprovides a lot ofsuitable and population for this new technology constitutes the central enjoyment to itsusers [1]. This technology, a widely and southern regions, where this company had the accepted globally by many different people, gives highest market share. The emergence of this new convenience to its users. It became indispensable, with technology is expected to have greater effect on the the emergence of new and advanced mobile devices, for domestic economic [3]. Hussein [3] stated that the majority of the people. People use it to reconnect with subscription of 3G technology is overwhelmingly what happening in the worlds, keep in touch with their increased during the first few months of its introduction, friends, family members and business partners, as well as even 3G was introduced to Somalia late time as compared get latest updates about the social, economic and political to other countries in Asia, Africa and Europe, which events. already started to test 4G mobile network. telecommunication company launched the first world