Many telecommunication companies are making considerable investments to take advantage of the new business possibilities offered by 3G mobile services. Previous research on mobile network, suggests potential consumers may not adopt these 3G services provided by telecommunication companies. Given that not all new mobile telecommunication technologies are accepted by the mass market in Taiwan. Thus, there is a need for research to identify the factors that affect consumer intention to subscribe third-generation (3G) mobile services. Based on the theoretical framework of Purchase Intention Model (PIM), network effects, perceived enjoyment and optimum stimulation level, an empirical study of the mass adoption of 3G mobile services in Taiwan was conducted. Data collected from 322 users in Taiwan confirmed our hypotheses and tested against the research model. The results support the proposed model in predicting consumer intention to subscribe 3G service. This study demonstrated that perceived over performance, relative advantage, network effects, perceived enjoyment and optimum stimulation level were key factors that resulted in individuals¡¦ subscription of 3G services. Lastly, several implications for innovation technology acceptance research and 3G service management practices are discussed.