Year: 2013
Type: article
Study design: Observational Study
Abstract: Today, mobile application (App) is a new emerging mobile technology and has been widely used. This newmobile artifact not only overturns the traditional business model of mobile industry, but also creates new avenuesof mobile market opportunities. Although mobile pay-per-use services have attracted increased attention inrecent years, few studies have provided limited insight into mobile technology adoption in pay-per-use services.In this study, we examine the determinants of behavioral intention of Apps users based on the theory ofconsumption values, and explore the roles of these values in mobile Apps context. Hypothesis testing wasperformed with structural equation modeling (SEM) on data collected from 282 mobile Apps users. The resultsreveal that consumption values significantly affect consumer behavioral intention to use mobile Apps. Amongthem, epistemic and motional values have stronger relationships with behavioral intention. Moreover,conditional value influences mobile App users' behavioral intention via the mediation of other consumptionvalues (functional, social, emotional, and epistemic value). Finally, implications of the findings and areas forfuture research are discussed.
DOI: 10.5539/ijms.v5n2p11
Authors: Hsiu-Yu Wang, Chechen Liao, Ling-Hui Yang
Institutions: National Chung Cheng University, Tatung (Taiwan)
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W2049247797