| Summary: | While much attention is paid to 4G wireless Internet service based on long term evolution (LTE) technology, the previous studies investigating both subscription intention and of 4G wireless Internet service time are lacking. This study attempts to fill this void by analyzing the subscription intention and time of 4G wireless Internet service users using a bivariate two-equation model. Further, as previous studies on self-efficacy and innovativeness are lacking in mobile service adoption despite the importance of user capability for adopting Internet service, this study intends to fill the void by including user technical competency representing possession of comprehensive knowledge for 4G wireless Internet service, extensive use of wireless Internet, and the use of advanced smart phone. The analysis results of bivariate two-equation model using the sample of 810 Korean users show that if users have the comprehensive knowledge for 4G wireless service, or use advanced mobile smart phone, or greatly use wireless Internet through advanced mobile smart phone, or who are male they are more likely to adopt 4G wireless service. The subscription time is shorter for the users who extensively use wireless Internet and use advanced mobile smart phone or, are male, and have high before tax monthly income. This study contributes to literature in mobile services by suggesting user technical competency as affecting subscription intention and time for 4G wireless Internet service. Managers may better concentrate their marketing efforts to the group of people using wireless Internet extensively and advanced mobile smart phone, and who are male.
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