This study empirically explores several variables in relation to consumer acceptance of third generation (3G) mobile value-added services in Hong Kong. The data analysis suggests that perceived usefulness, perceived ease of use, subjective norm and perceived behavioural control considerably influence consumers’ behavioural intention to use 3G value-added services. Practically, the promotion of 3G value-added services should provide additional information such as pricing scheme and clear instructions in order to attract more consumers to the services. The present findings have managerial implications for the development of 3G mobile value-added services in different contexts. Theoretically, the paper adds to extant literature on consumer acceptance of mobile services and extends technology adoption theories.