Value-based Adoption Model Research Articles

Continuous Intention on Accommodation Apps: Integrated Value-Based Adoption and Expectation–Confirmation Model Analysis

This study aims to analyze the antecedent factors affecting continuous intention to use online to offline (O2O) accommodation app services and empirically verify them by applying an integrated model comprised of the value-based adoption model (VAM) and the expectation-confirmation model (ECM). For empirical analysis, a sample of 410 participants with experience reserving rooms using an accommodation app was used. The results showed that privacy risk had the biggest influence on perceived value, followed by technicality and usefulness. Moreover, confirmation and usefulness turned out to have a significant effect on satisfaction, and enjoyment had a negative effect on perceived value and satisfaction. As a result, the influence of perceived risk, technicality, usefulness, and confirmation on perceived value and satisfaction proved to be important in inducing continuous intention to use accommodation apps. These results are academically significant because they expand the scope of O2O business research in the fields of hotels and tourism. We outline several practical implications based on the study results.

실망감이 모바일 포털서비스 사용에 대한 전환의도 및 구전에 미치는 영향 : 가치기반수용모형을 기반으로

실망감이 모바일 포털서비스 사용에 대한 전환의도 및 구전에 미치는 영향 : 가치기반수용모형을 기반으로

An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces

So called innovations may improve consumer wellbeing in subsistence marketplaces. However, there is little research that integrates the area with the vast literature on innovation adoption. Using a questionnaire where respondents were asked to provide their evaluations about a mobile banking innovation, this research fills this gap by providing empirical evidence of the applicability of existing innovation adoption models in subsistence marketplaces. The study was conducted in Bangladesh among a geographically dispersed sample. The data collected allowed an empirical comparison of models in a subsistence context. The research reveals the most useful models in this context to be the Value Based Adoption Model and the Consumer Acceptance of Technology model. In light of these findings and further examination of the model comparison results the research also shows that consumers in subsistence marketplaces are not just motivated by functionality and economic needs. If organizations cannot enhance the hedonic attributes of a pro-poor innovation, and reduce the internal/external constraints related to adoption of that pro-poor innovation, then adoption intention by consumers will be lower.

Developing and validating a model for assessing paid mobile learning app success

ABSTRACTWith the proliferation of paid mobile learning applications (m-learning apps), understanding how to assess their success has become an important issue for academics and practitioners. Based on the information systems (IS) success models and the value-based adoption model, this study developed and validated a multidimensional model for assessing paid m-learning app success. The proposed model describes the interrelationships among seven paid m-learning app success variables: system quality, information quality, perceived enjoyment, perceived fee, user satisfaction, intention to reuse, and learning effectiveness. Data collected from 160 paid m-learning app users were tested against the research model using structural equation modeling (SEM). The empirical findings provide evidence that learning effectiveness is affected by user satisfaction and intention to reuse, which, in turn, are determined by system quality, information quality, perceived enjoyment, and perceived fee. The findings of this study provide several important theoretical and practical implications for the development, implementation, and promotion of paid m-learning apps.

An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces

Abstract So called “pro-poor” innovations may improve consumer wellbeing in subsistence marketplaces. However, there is little research that integrates the area with the vast literature on innovation adoption. Using a questionnaire where respondents were asked to provide their evaluations about a mobile banking innovation, this research fills this gap by providing empirical evidence of the applicability of existing innovation adoption models in subsistence marketplaces. The study was conducted in Bangladesh among a geographically dispersed sample. The data collected allowed an empirical comparison of models in a subsistence context. The research reveals the most useful models in this context to be the Value Based Adoption Model and the Consumer Acceptance of Technology model. In light of these findings and further examination of the model comparison results the research also shows that consumers in subsistence marketplaces are not just motivated by functionality and economic needs. If organizations cannot...

외식 배달 어플리케이션 서비스 이용자의 지각된 혜택 및 희생이 지각된 가치와 행동의도에 미치는 영향 : 가치기반수용모델(VAM)을 중심으로

최근 스마트폰 보급의 대중화를 통해 국내 외식 배달앱 시장이 성장하고 있는 가운데 성장의 지속 가능 요인에 대한 분석이 필요한 것으로 판단되었다. 따라서 본 연구에서는 외식 배달앱 이용자들의 행동의도를 증대시키기 위해 이용자들의 지각된 혜택과 희생, 지각된 가치 및 행동의도와의 구조적인 관계를 조사하고자 하였고, 결과는 다음과 같다. 첫째, 지각된 혜택으로서 유용성과 적시성은 지각된 가치에 정(+)의 영향을 미치는 것으로 확인되었다. 이는 배달앱 이용이 유용하다는 것과 배달앱을 통해 배달음식에 대한 정보를 신속히 얻을 수 있다는 사실을 지각할수록 배달앱 이용에 대해 긍정적인 가치 평가를 하는 것으로 나타났다. 둘째, 지각된 희생으로서 보안적 위험만이 지각된 가치에 부(-)의 영향을 미치는 것으로, 기술적 노력은 지각된 가치에 부(-)의 영향을 미치지 않는 것으로 확인되었다. 이는 배달앱 이용 시 개인정보유출에 대한 염려가 부정적인 가치 형성에 영향을 주는 것으로 볼 수 있다. 셋째, 이용자의 지각된 가치는 행동의도에 정(+)의 영향을 미치며, 지각된 가치의 하위 차원 중 정서적 가치, 기능적 가치 순으로 행동의도를 높이는 것으로 확인되었다. 연구결과는 외식 배달앱 시장의 성장을 유지하기 위해 배달앱의 유용성과 보안적 위험, 정서적 가치와 기능적 가치에 좀 더 주목해야 할 필요가 있음을 제시하고 있다.

What drives users’ intentions to purchase a GPS Navigation app

PurposeGrounded on the value-based adoption model and innovation diffusion theory, this study examined consumer purchase decisions of mobile Global Positioning System (GPS) navigation apps. In addition, this study also investigated the moderating role that perceived availability of free substitutes (PAFS) plays in the relationship between perceived value and purchase intention. The paper aims to discuss these issues.Design/methodology/approachData collected from 219 mobile users were analyzed against the research model using the partial least squares approach.FindingsThe results showed that compatibility, relative advantage, perceived enjoyment, perceived cost (positively), and complexity (negatively) influenced these users’ value perceptions and purchase decisions. Furthermore, PAFS significantly weakened the positive relationship between perceived value and purchase intentions.Practical implicationsBased on these findings, the authors provide practical suggestions for mobile app developers to increase mobile app sales. This study also helps advance knowledge of mobile internet marketing.Originality/valueThis study is a pioneering effort in explaining consumer purchase intentions in the context of mobile GPS navigation app.

A study on the adoption of IoT smart home service: using Value-based Adoption Model

This study aims to comprehensively examine the adoption of smart home service. A new model combining VAM (Value-based Adoption Model) and TAM (Technical Acceptance Model) was developed and analysed with a set of variables from Unified Theory of Acceptance and Use of Technology and Elaboration Likelihood Model. Perceived value was affected by both perceived benefit and perceived sacrifice. In particular, perceived benefit was found to have a strong positive effect on perceived value. In contrast, privacy risk and innovation resistance were found to limit perceived value. This study holds considerable significance as it proposes a new approach to IoT (Internet of Things)-based smart home service adoption using VAM and TAM. Through these two models, the study determined that it is imperative for businesses to constitute and secure appropriate infrastructure for residents to use IoT-based smart home service. Developing content related to security is also crucial.

An Empirical Study of Factors Influencing the Intention to Use SNS App─The Case of Facebook

Mobile Internet is coming. The social networking site application (SNS app) has become an important portal for users accessing social networking services. Based on the point of view of existing social network users, this study integrates the technology value-based adoption model and social influence to propose a framework to investigate factors influencing the use intention of the SNS app. A sample of 223 subjects surveyed from Facebook, it was found that user’s perceived value regarding the SNS app positively affects the use intention of the social networking app. Usefulness and Technicality provided by SNS app positively affects perceived value of the app. In addition, user perceived social influence also positively affects the use intention of the social networking app. Results not only advance knowledge related to social network research, as well as provide practical advice to social networking companies. They also suggest how to attract users to continually participate in social networks. Increase activeness and stickiness is critical for social network companies to facilitate long-term development.

A study on the formation factors of Continuance Intention of Real Estate Mobile App by Expectation-Confirmation Model and Value based Adoption Model

본 연구는 부동산중개 모바일 앱의 지속적 사용의도를 이해하기 위해 기대확신모형과 가치기반수용모형을 통합한 모형을 제시하고, 이를 실증 분석하는데 주된 목적이 있다. 이를 위해 이론적 모형을 설정하고 부동산중개 모바일 앱을 사용한 경험이 있는 375명의 자료를 바탕으로 실증 분석하였다. 분석결과 가치기반 수용모형의 지각된 가치는 지각된 혜택에 대한 인식의 결과에 의해 결정 된다는 것을 규명하였다. 또한 사용자의 기대충족 정도를 의미하는 확신은 만족을 높일 뿐만 아니라 서비스 혜택인식에도 긍정적인 영향을 미친다는 것을 확인하였다. 마지막으로 사용자들은 부동산중개 모바일 앱의 가치를 인식하고 만족하는 경우 지속적으로 사용할 가능성이 높은 것을 규명하였다. 또한 이를 바탕으로 실무자를 위한 시사점으로 사용자의 기대에 부응할 수 있는 정보 선별과 안정적 제공, 정보의 신뢰성을 확보, 부가서비스 강화의 필요성을 제시하였다. 궁극적으로, 본 연구는 통합된 모형을 적용하여 지속적 사용의도를 보다 확장된 개념으로 설명한다는 점에서 의의가 있다.

Exploring Factors Affecting the Adoption of Internet of Things Services

ABSTRACTThe Internet of things (IoT) is seen as a potentially effective means of integrating multiple technologies to improve the quality of life. However, little attention has been paid to factors that may have a significant effect on a user’s intention to use the IoT services. This study applies the value-based adoption model to examine the influences of benefits (i.e. perceived usefulness and perceived enjoyment) and sacrifices (i.e. perceived privacy risk and perceived costs) on the user’s perceived value of and intention to use the IoT services. A structural equation modeling approach is applied to a survey of 489 IoT users, with results indicating that perceived usefulness and perceived enjoyment significantly affect behavioral intention through perceived value. Moreover, perceived privacy risk also plays a key factor in determining IoT adoption. The implications of this study are discussed.

모바일 지갑의 가치와 지속사용의도의 영향요인 : VAM 모형을 기반으로

Mobile wallet that can keep coupons and membership cards for mobile is one of rapidly growing services due to its usability and financial benefit. However, in spite of its rapid growth, the increase of users who do not use continuously it is an important consideration to service providers for making a profit. This study aims to test the effects of factors affecting the continuous use intention of mobile wallet based on VAM (Value-based Adoption Model) which can analyse them in both benefit and sacrifice aspects, so as to suggest considerations to increase the use period of mobile wallet for service providers. The research findings supported the hypotheses regarding to the effects of usefulness, value-expression, perceived security and enjoyment in the benefit aspect and technicality in the sacrifice aspect on perceived value. In addition, the causal path from perceived value to continuous use intention was significant. The study results are expected to be used in marketing or service improvement for short-term users by taking account of emotional factors as well as functional factors.

The use of social media in travel information search

When faced with new technology for tourism purposes, travelers often use information searches in the Internet and, in addition, gain valuable travel information from various sources. This paper examines the travel information searches using social media as a new search behavior from a value perspective. By adopting the value-based adoption model (VAM) based on the prospect theory and mental accounting theory from the perspectives of value maximization of benefits versus sacrifices for a new technology, our findings revealed that the traveler’s perception of the value of social media is a primary determinant of the traveler’s social media usage. We test our research model using empirical data collected (n=695) in a survey and run a structural equation modeling. These results are mediated by perceived value. Thus, the users of new social media, especially for travel information searches, are influenced by both benefits (information reliability, enjoyment) and sacrifices (complexity, perceived effort). However, only enjoyment makes an impact directly on social media usage. Thus, this paper discusses both the theoretical and practical implications of VAM in the context of social media on the subject of tourism.

Determining the factors that influence college students' adoption of smartphones

This study examines smartphone adoption behavior among American college students by combining all components of innovation diffusion theory (IDT), the technology acceptance model (TAM), the value‐based adoption model (VAM), and the social influence (SI) model. Data indicate that the smartphone adoption rates are beyond the early majority and are now approaching the late majority. The findings of analysis of variance tests revealed that all variables of TAM, VAM, and SI varied across the adopter groups: The current adopter's mean values of the variables were the highest, followed by those of potential and nonadoption groups. Multinomial logistic regression (MLR) analyses revealed that perceived value and affiliation mainly determine the different perceptions of adoption groups. Smartphone adoption, however, was relatively unaffected by perceived ease of use and perceived usefulness. Perceived popularity, perceived price, and ethnicity played a role in distinctive determinants between current adopters and nonadopters. The results imply that adopters perceive smartphones as not only a worthwhile device in which to invest money but also a symbolic device to signal their affiliation and timely technology adoption. Another intriguing finding is the differences of interest in contents between current adopters and nonadopters. Social interactions via social networking services, acquisition for lifestyle, information seeking, and entertainment via gaming were the main applications of interest.

An Empirical Study on Perceived Value and Continuous Intention to Use of Smart Phone, and the Moderating Effect of Personal Innovativeness

With rapid development of ICT (Information and Communications Technology), new services by the convergence of mobile network and application technology began to appear. Today, smart phone with new ICT convergence network capabilities is exceedingly popular and very useful as a new tool for the development of business opportunities. Previous studies based on Technology Acceptance Model (TAM) suggested critical factors, which should be considered for acquiring new customers and maintaining existing users in smart phone market. However, they had a limitation to focus on technology acceptance, not value based approach. Prior studies on customer’s adoption of electronic utilities like smart phone product showed that the antecedents such as the perceived benefit and the perceived sacrifice could explain the causality between what is perceived and what is acquired over diverse contexts. So, this research conceptualizes perceived value as a trade-off between perceived benefit and perceived sacrifice, and we need to research the perceived value to grasp user's continuous intention to use of smart phone. The purpose of this study is to investigate the structured relationship between benefit (quality, usefulness, playfulness) and sacrifice (technicality, cost, security risk) of smart phone users, perceived value, and continuous intention to use. In addition, this study intends to analyze the differences between two subgroups of smart phone users by the degree of personal innovativeness. Personal innovativeness could help us to understand the moderating effect between how perceptions are formed and continuous intention to use smart phone. This study conducted survey through e-mail, direct mail, and interview with smart phone users. Empirical analysis based on 330 respondents was conducted in order to test the hypotheses. First, the result of hypotheses testing showed that perceived usefulness among three factors of perceived benefit has the highest positive impact on perceived value, and then followed by perceived playfulness and perceived quality. Second,

TAM과 VAM을 적용한 기업의 클라우드 서비스 채택의도의 영향요인 분석

Abstract The global recession circumstances, cloud computing has emerged as a new paradigm in the business IT sector. This paper explores the analysis of cloud service adoption Intension of Korean firms. Especially, we focus on Infrastructure as a Service (IaaS) among cloud services and apply TAM (Technology Acceptance Model) and VAM (Value-based Adoption Model) to analyze cloud service adoption intension The proposed exploratory model tests a number of hypotheses to understand the importance factors of IaaS adoption intension with TAM and VAM included additional cloud service characteristics such as scalability, agility, security, efficiency and reliability. Eventually, the findings of this study can not only help company users gain insights into IaaS adoption, but also help cloud service providers to develop their service effectively and improve marketing strategy in B2B cloud service market. Key Words : IaaS, TAM,VAM, Adoption Intension, Cloud Service * 본 논문은 2013년 계당장학재단 연구비를 지원받아 수행하였음Received 7 October 2013, Revised 7 November 2013Accepted 20 December 2013Corresponding Author: Kwang-Kyu Seo (Sangmyung University)Email: kwangkyu@smu.ac.krⒸ The Society of Digital Policy & Management. All rights reserved. This is an open-access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.otg/licenses/by-nc/3.0), which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is ISSN: 1738-1916 properly cited.

What drives purchase intention in the context of online content services? The moderating role of ethical self-efficacy for online piracy

With the proliferation of online content service industry, understanding the factors affecting consumer intention to purchase online content services has become an important issue for academics and practitioners. While previous research has suggested that consumers’ perceived value and moral judgment are two main factors influencing behavioral intention to purchase online content services, few studies have explored what drives perceived value and if customers’ ethical self-efficacy will moderate the effect of perceived value on purchase intention. Thus, based on the value-based adoption model and previous literature, this study explores the antecedents of perceived value and the moderating effect of ethical self-efficacy for online piracy (ESEOP) on the relationship between perceived value and purchase intention in the context of online content services. Data collected from 124 respondents in Taiwan are tested against the research model using the partial least squares (PLS) approach. The results indicate that perceived enjoyment, perceived usefulness, perceived fee, and ESEOP have a significant influence on perceived value and that ESEOP can enhance the positive effect of perceived value on purchase intention. The findings of this study provide several important theoretical and practical implications for consumer online content purchase behaviors.

Value-based Adoption of Mobile Internet: An empirical investigation

This study examines the adoption of Mobile Internet (M-Internet) as a new Information and Communication Technology (ICT) from the value perspective. M-Internet is a fast growing enabling technology for Mobile Commerce. However, despite its phenomenal growth and although M-Internet essentially provides the same services as stationary Internet, its adoption rate in many countries is very low compared to that of stationary Internet. The well-known Technology Adoption Model (TAM) has been used for explaining the adoption of traditional technologies. Most adopters and users of traditional technologies (e.g., spreadsheet, word processor) are employees in an organizational setting who use the technology for work purposes, and the cost of mandatory adoption and usage is borne by the organization. In contrast, adopters and users of M-Internet are individuals who play the dual roles of technology user and service consumer. Most of them adopt and use it for personal purposes, and the cost of voluntary adoption and usage is borne by the individuals. Thus, the adopters of new ICT, especially M-Internet, are also consumers rather than simply technology users. By adopting the theory of consumer choice and decision making from economics and marketing research, this study develops the Value-based Adoption Model (VAM) and explains customers' M-Internet adoption from the value maximization perspective. The findings demonstrate that consumers' perception of the value of M-Internet is a principal determinant of adoption intention, and the other beliefs are mediated through perceived value. The theoretical and practical implications of VAM related to M-Internet are discussed.