Testing measurement model of consumption value in relation to consumers’ new electronics products adoption behavior in Ho Chi Minh City

Abstract

The aim of this study is to examine the measurement model for new products’ consumption value and investigate the relationship between consumption value, adoption intention of new products and adoption behaviour of new products. Based on preceding theories, the consumption value concept is proposed as a multidimensional formative construct in this work. This study adopts partial least squares structural equation modeling (PLS-SEM) technique to test both the measurement model and hypotheses based on a data set of 915 consumers who bought and owned at least one new personal electronic device within 6 months before the survey was conducted in Ho Chi Minh city. The results show that the overall consumption value of new products is a second – order multidimensional formative construct with five first-order components which were also shown to have significant weights in the overall consumption value in the context of new personal electronic products, consisting of functional value, epistemic value, unique value, economical value and emotional value. The nomological validity is confirmed when the consumption value construct is shown to have a positive impact on both new products adoption intention and adoption behavior.