EXPLORING CONSUMER INTENTION TO USE 5G TECHNOLOGY: A CROATIAN PERSPECTIVE

Abstract

Purpose: This paper examines consumer intention to use 5G technology in the personal and professional aspects. It focuses on how perceived value, ease of use, performance expectancy, perceived security, and employment status influence this intention in the Republic of Croatia.
Methodology: Data was collected through an online survey targeting consumers with prior experience using 5G technology in September and October 2023 in the Republic of Croatia. The multivariate linear regression statistical method was implemented using JASP statistical software.
Results: The authors found that ease of use, perceived security, and performance expectancy significantly and positively impact consumer intention to use 5G technology. Contrary to initial expectations, perceived value showed a non-significant relation towards the intention to use 5G technology, which could be due
to the research sample reasons. The employment status variable showed a negative and significant relationship with 5G adoption intentions. However, it indirectly moderated the ease-of-use variable, which significantly impacted the intention to use 5G technology. Consequently, employment status emerged as a significant predictor when included in the analysis.
Conclusion: The key contribution of this paper lies in the analysis of the employment status variable and its explanatory power: while consumers may not view 5G technology as essential (direct relationship), they are more likely to intend to use it if it makes their everyday lives easier (indirect relationship). Additionally, the paper showed the extension of the TAM and UTAUT theoretical models, thus covering the research
gap. Furthermore, the paper recommends future research to explore the economic and cultural impacts of the intention to use 5G technology, including factors such as income, cultural variation, and infrastructure.