Value-based Adoption Model Research Articles

Driving mechanism of consumer migration behavior under the COVID-19 pandemic.

China is now in the post-period of COVID-19 epidemic prevention and control. While facing normalized epidemic prevention and control, consumers behavioral intention and decision-making will still be influenced by the epidemic's development and the implementation of specific epidemic prevention measures in the medium to long term. With the impact of external epidemic prevention environment and measures, consumers' channel behavior has changed. How to better promote channel integration by adopting consumers' channel migration behavior is important for channel coordination strategies. This paper takes fresh product retailing under normal epidemic prevention and control as an example and examines the change in channel migration behavior. Based on the value-based adoption model (VAM), this paper discusses the influence of channel characteristics and channel switching costs on channel migration intention, the mediating effect of perceived value between various influencing factors and channel migration intention, and the moderating effect of channel switching cost on perceived value and channel migration intention. Thus, an empirical study was carried out with 292 samples to verify the hypotheses. The results show that under normal epidemic prevention and control, the influencing factors in the VAM model have a significant impact on channel migration intention; perceived value plays a mediating role between various influencing factors and channel migration intention. The COVID-19 pandemic has had a significant effect on daily life and purchasing behavior. In the context of this pandemic, we have confirmed that consumers will probably change to other retailers when the usefulness, entertainment, and cost meet their expectation for purchasing fresh products. Channel characteristics have versatile features, such as channel structure and supply chain mode, which affect consumer behaviors in different ways. The perceived value comes from expectations and experience. Retailers should try to keep their products fresh and provide consumers with a high-level shopping experience during sale.

Factors affecting consumers' purchase intention for agriculture products omni-channel.

Agricultural retailers face serious challenge of losing consumers due to channel integration, it has become essential to provide an expected consistent and seamless omni-channel shopping experience in an omni-channel environment. Although previous literature has begun to focus on the consumer perspective of the omni-channel experience, little attention has been paid to the process of change from a single retail environment to omni-channel. By combining the research frameworks of unified theory of acceptance and use of technology (UTAUT) and the value-based adoption model (VAM), this study aims to identify the drivers of omni-channel consumer purchase intention in agriculture products retail. This article conducts a questionnaire survey on 620 samples in China. The results show that single-channel shopping cost, reference groups, positive online reviews, and single-channel perceived risk have a significant positive impact on the omni-channel purchase intention of agricultural products, and perceived value plays a mediating role. Moreover, contextual factors partially have a negative moderating effect. When consumers purchase agricultural products, the more suitable the online shopping environment is, the weaker the influence of single-channel shopping costs, reference groups and positive online reviews on consumers' omni-channel purchase intention. These findings build on the existing literature on the omni-channel retail consumer experience and provide insights for fresh produce retailers to implement and evaluate an omni-channel integration strategy for agriculture products. The findings may shed lights on how to promote the healthy development of the omni-channel sales model of agricultural products.

Factors Affecting the Adoption Intention of New Electronic Authentication Services: A Convergent Model Approach of VAM, PMT, and TPB

This study empirically analyzes factors affecting the adoption and recommendation intentions for next-generation electronic authentication services based on a convergent model of the value-based adoption model (VAM), protection motivation theory (PMT), and theory of planned behavior (TPB). As a result of the analyses, perceived benefits and perceived sacrifices (based on the VAM), perceived threats (based on the PMT), and adoption motives (based on the TPB) are found to significantly impact the adoption and recommendation intentions. The verification results demonstrate that all factors (and sub-factors) — perceived benefits (perceived usefulness and enjoyment), perceived sacrifices (technicality and perceived fee), perceived threats (perceived susceptibility and severity), and adoption motives (adoption attitude, subjective norm, and perceived behavior control) — have a significant effect on adoption intentions. Further, all variables and sub-factors, except for technicality in perceived sacrifice, have a significant effect on recommendation intentions. This study provides theoretical and practical guidelines that are helpful for future development, dissemination, and promotion strategies of new electronic authentication technologies demanded and expected by most financial consumers. At the same time, it verifies the validity and rationality of the convergent model based on the three theories, thereby presenting an in-depth and expanded methodology for theoretical model application.

중국 국경 간 B2C전자상거래 플랫폼 사용 의도 결정요인 연구

Due to the impact of COVID-19, the use of cross-border B2C e-commerce platforms in China has become more active, and as consumers in China become more aware, perceived benefits and perceived value factors are influencing platform use. Based on the value based adoption model(VAM), this study examines the relationship between informativeness and ease of use which are perceived benefit factor, on perceived value and seeks to derive strategic plans to enhance the performance of e-commerce platform use. This study analyzed whether delivery risk has a moderating effect on the relationship between perceived value and intention to use the platform. The results of the study are as follows. First, informativeness and ease of use of the platform have a positive effect on perceived value. Second, the higher the level of perceived value, the higher the intention to use the platform. Finally, delivery risk has a moderating effect on the relationship between perceived value and intention to use the platform. This study suggests that increasing the level of information provision and ease of use within the platform contributes to positive consumer value, and that lowering the risk of delivery is essential to vitalize cross-border e-commerce.

Adoption of Cash on Delivery Payment Method in E-commerce Shopping: A Value-based Adoption Model Approach

Objectives: To examine what factors can influence adoption intention through perceived value and how much influence compatibility can have on the relationship between perceived value and adoption intention. Furthermore, through the results of this research, it is hoped that local retailers can create new services that are appropriate and can help consumers. Design/Method/Approach: Existing scales are adapted, and the field study is conducted in seven different cities of East Java Province, Indonesia. Based on purposive sampling, 195 respondents in seven telecommunication retail outlets completed a questionnaire related to cash-on-delivery service as a payment method of Topsell. This national telecommunication retailer adopts cash on delivery as their payment method. One hundred fifty-four qualified questionnaires are eventually used for data analysis. Furthermore, this study utilizes explanatory research with quantitative research methods. The sample collection method uses a purposive sampling method. Findings: The research results obtained, it can be concluded that all the hypotheses proposed in this study can be accepted. Therefore, these results show that the COD service offered by Topsell can provide technical convenience. Furthermore, compatibility can strengthen the relationship between perceived value and adoption intention. Originality: Many studies utilize the theory of value-based adoption models, but only a few include the compatibility variable as a moderating variable. This research offers originality, especially in service innovation research. The researcher believes compatibility effectively strengthens the relationship between perceived value and adoption intention. Practical/Policy Implications: The research results are expected to contribute ideas. This research develops the theory of the value-based adoption model. Further researchers can adopt the research model and framework. Through all the results obtained, it can provide benefits for local retailers to survive amid this tight business competition by paying attention to the attributes of the value-based adoption model and the suitability of services with community trends. It is also recommended that Topsell and other telecommunication retail companies create a friendly web so that there is a good assessment of the COD services offered to consumers.

UNDERSTANDING THE TRAVELERS’ INTENTION TOWARDS VIRTUAL TOURISM ADOPTION USING VALUE-BASED ADOPTION MODEL

Virtual Tourism (VT) is defined as a novel concept that enables potential tourists to enjoy tourist sites without visiting them physically. Nonetheless, VT remains a novelty for Malaysian tourists. Therefore, this study intends to ascertain travellers’ adoption intentions in Virtual Tourism via the use of a Value-based Adoption Model (VAM). Travellers in Malaysia aged 21 to 39 were the analytic unit in this study. A total of 302 usable responses were obtained from an online self-administered questionnaire and analysed using Partial Least Squares-SEM in conjunction with the SmartPLS programme. Prior to proceeding to the next questions, respondents were shown a film to gauge their level of acceptance of virtual tourism. The research findings indicate that perceived benefits are more influential to perceived value than perceived sacrifices. Results showed that the components of perceived benefits, namely perceived usefulness (β = 0.341, t = 6.552) and perceived enjoyment (β = 0.341, t = 6.552), had a considerable beneficial influence on perceived value. Perceived complexity is the only component of perceived sacrifices that has a substantial negative influence on perceived value (β = -0.142, t = 2.758). In contrast, felt immersion (β = 0.059, t = 0.913), perceived expense (β = -0.020, t = 0.318), and perceived physical risk (β = -0.021, t = 0.350) were discovered to have no discernible impact on perceived value. Although the current study focused on a specific age group of clients, similar studies could be expanded in the future to include other groups with a variety of travel interests. The study’s results may aid tourism providers and marketers by indicating a direction in which they should concentrate their efforts and emphasise growing perceived benefits while minimising perceived sacrifices, because this would progressively but consistently boost profits.

Determinants of continued use of tourism and hospitality e-commerce platforms and the role of information transparency

ABSTRACT Information transparency is a major influence on customers’ transaction-related decision-making process in an e-commercial environment. However, existing literature still lacks insight into this phenomenon in tourism management research. This study aims to integrate social cognitive theory into a value-based adoption model to investigate relationships between information transparency, perceived value, and continued use of tourism and hospitality e-commerce platforms. The proposed model was tested using structural equation modelling to analyze data collected from 253 respondents. The analysis revealed that product and transaction information transparency had significant positive associations with the convenience and financial benefit of using a travel-related tourism e-commerce platform as perceived by customers. However, it had significant negative associations with the perceived privacy risk and performance uncertainty. On the other hand, perceived value had a significant positive association with continued use. Additionally, service guarantee moderated the negative effects of perceived privacy risk and perceived performance uncertainty on perceived value. Meaningful findings and implications of the empirical data are also discussed.

Understanding the Effect of Social Media Marketing on Purchase Intention : a Value-based Adoption Model

The rapid use of social media has skyrocketed over the past decade all over the world, including in Indonesia. Organizations can significantly benefit by utilizing social media as an integral part of their marketing strategy. However, there is no consensus regarding to which extent Social Media Marketing (SMM) is able to influence Purchase Intention (PI). The purpose of this study is to examine the effect of SMM on PI based on the Value-Based Adoption Model (VAM). The research population of this study is 791 thousand accounts of @halodoc Instagram followers. Halodoc becomes an interesting object to study because it is engaged in the healthcare sector, where consumers will be thoroughly evaluating the Perceived Value (PV) of the service offered. The sample consists of 130 respondents using the purposive sampling method. This study concludes that SMM has no direct influence on PI; SMM has a positive and significant effect on PV; PV has a positive and significant effect on PI and PV fully mediates the influence between SMM on PI. This study confirms that the SMM should be focusing on establishing consumers’ favorable internal response. Nevertheless, this research still has some technical limitations, where the prospective respondents were reluctant to reply direct messages from unknown senders. .

클라우드 기반 의료정보시스템 도입에 대한 지각된 위험 및 혜택이 수용저항에 미치는 영향: 가치기반수용모형을 기반으로

In the 4th industrial revolution era, cloud computing has been spreading in various industries. In the healthcare industry as well, calls for advancing the healthcare information system (HIS) through cloud-based digital transformation are gaining momentum so that healthcare services can be received ‘anytime and anywhere’ from a patient perspective, not from a hospital one. Most of the previous studies on cloud computing in the field of HIS have been conducted from the perspective of hospitals that establish and operate HIS; there is a clear limitation that it has not been conducted from the perspective of patients who need healthcare services. Therefore, based on the value-based adoption model (VAM), this study derives perceived risk (i.e., privacy risk, performance risk, institutional risk) and perceived benefit (i.e., usefulness, shared benefit, economic benefit) factors, and investigates their impact on perceived value and acceptance resistance in the context of cloud-based HIS. A structural equation model analysis was conducted using 118 samples obtained through an online survey targeting potential HIS users at general hospitals in Korea. As a result of hypotheses testing, it was found that privacy risk, shared benefit, and economic benefit significantly impact perceived value, which in turn negatively influences acceptance resistance. This study is the first to apply the VAM to the context of cloud-based HIS. Research findings would help managers considering the introduction of cloud-based HIS in the future prepare practical guidelines to reduce user acceptance resistance effectively.

Determinants of Intention to Use Ride-Hailing Services in Vietnam

The rise of ride-hailing services—a unique transportation technology that has recently been progressively popular worldwide—has revolutionized the transportation business. They currently make up the majority of platform economy activities and are crucial to the functioning of our cities. Because it is crucial to the long-term financial performance and widespread service promotion of ride-hailing service firms, it is vital to comprehend the intention to use ride-hailing services. This study aims to investigate the factors influencing people's intentions to use ride-hailing services in Vietnam using the value-based adoption model (VAM). It will also look at the impact of the network effect and the trust transfer process in ride-hailing services to determine how these factors interact.

The influencing factors of interaction and perceived value of cMOOC learners

ABSTRACT This study takes the value-based adoption model and CIE model of the learning process as the theoretical basis and combines them to explore the influencing factors and mechanisms of learners’ online interaction and perceived value. Based on the questionnaire survey data of 81 learners’ potential factors and their 45,166 real-time behavior data on the cMOOC platform, this study calculates the level of interaction and perceived value of each learner and analyzes the impact of potential factors on various interactions and perceived value through linear regression method. It was found that cMOOC learners had a higher number of low-level interactions than high-level interactions and that the perceived benefits and sacrifices for low cognitive engagement learning processes were better than those for high-level learning processes. cMOOC learners’ perceived value and its various underlying factors had no significant effect on either type of interaction, while low-level interactions had a significant positive effect on high-level interactions. cMOOC learners’ perceived benefits of the wayfinding learning process had a significant positive effect on perceived value, and the perceived costs of the operation and innovation learning processes had a significant negative effect on perceived value. The results further develop the understanding of the interaction and perceived value and its influencing factors in cMOOC.

The Effect of the Perceived value on Youtube Algorithm Recommendation on Intention to Use: Using Theory of Value Based Adoption Model (VAM)

The Effect of the Perceived value on Youtube Algorithm Recommendation on Intention to Use: Using Theory of Value Based Adoption Model (VAM)

The Effect of the Perceived value on Youtube Algorithm Recommendation on Intention to Use: Using Theory of Value Based Adoption Model (VAM)

The Effect of the Perceived value on Youtube Algorithm Recommendation on Intention to Use: Using Theory of Value Based Adoption Model (VAM)

패스트푸드 프랜차이즈 기술기반셀프서비스에 대한 지속적 이용의도의 영향요인: 가치기반수용모형을 기반으로

The study examines factors influencing the intention of continuous use of TBSS based on value-based adoption model and empirically analyzes the causal relationships. In particular, this study aims to suggest and validate the adjusted value-based adoption model which includes saving time, needs for interactions, and uncontrollability as additional factors in order to expand the existing research related to TBSS adoption. As the sample of this study, domestic fast food franchise customers who experience TBSS were selected. The online survey was conducted, and a total of 301 samples were utilized for our research. The results of the study are as follows. First, TBSS has a positive effect on perceived value to customers. On the other hand, enjoyment and uncontrollability have no effect on perceived value. Meanwhile, needs to interact had a negative effect on perceived value. The results imply that a systematic complement to communicate with consumers is indispensable although TBSS is requisite. This study contributes to the literature by presenting the managerial implications for franchised fast food restaurant companies.

Understanding the purchase intention of fitness wearables: using value-based adoption model

PurposeThis paper aims to investigate the key enablers and inhibitors that influence the intention to use fitness wearables using the value-based adoption model (VAM).Design/methodology/approachData were collected using a structured online questionnaire from 323 respondents who had never used fitness wearables. A purposive sampling technique was used in this study. Smart PLS was employed to test the research framework and hypotheses using a two-step approach.FindingsThe findings support some of the hypotheses developed with R2 values of 0.622 for perceived value (PV) and 0.567 for intention to use fitness wearable. Perceived enjoyment, perceived social image and perceived usefulness had a positive effect on PV. In addition, health information sensitivity (HIS) was positively related to perceived privacy risk and health information accuracy was positively related to perceived usefulness. Surprisingly, this study did not find any significant relationship between perceived fee, perceived privacy risk, perceived health increase and perceived design aesthetics with PV.Practical implicationsThis study's findings can help designers and manufacturers design fitness wearables by considering factors that users find valuable, thus satisfying consumers' needs.Originality/valueThis study tries to model behavioural intention of fitness wearable usage of individual users by using the VAM with the addition of two new antecedences, HSI and health information accuracy, to better explain the behaviour.

Acceptance of Internet of Things in Developing Countries

This study examines the acceptance of Internet of Things (IoT) in Developing countries. The study adopted value-based adoption model (VAM) and integrated with perceived trust to examine mobile payment as the sample application of IoT. Convenience sampling technique was employed to identify the ideal areas for data collections. Mall Intercept Technique (MIT) was employed to collect a total of 430 valid cases from mobile payments users in mobile payment centers. Structural Equation Modeling (SEM) was employed to examine the paths of the hypothesized relationships. The findings show that usefulness, perceived trust, perceived value and perceived fee have direct and significant influences on acceptance of Internet of Things in developing countries. Furthermore, perceived fee, technicality and perceived enjoyment were also found to have significant effects on perceived value. The study has provided theoretical and practical implications to researchers and policy makers on how to increase consumption of IoT services in developing countries.

A value adoption approach to sustainable consumption in retail stores

PurposeThe United Nations Sustainable Development Goals (SDGs) have urged retail companies to transform by adopting more sustainable practices. One of the key goals is to motivate responsible consumption and production. How to facilitate sustainable consumption of retail consumers is a research question of high theoretical and practical relevance. This research investigates the drivers of less examined sustainable consumer behaviour (reuse) from the perspective of consumers by integrating a value-based adoption model and the theory of planned behaviour (TPB).Design/methodology/approachTwo samples of data were collected by using offline and online surveys. The offline survey was conducted at a university in northern Taiwan emphasizing sustainability practices. The online survey was implemented by a market research firm. A total of 518 useable questionnaires were obtained for data analysis by using the structural equation modelling.FindingsConsistent with TPB, perceived behavioural control, subjective norms, and attitude, generate reuse intention in retail stores. Furthermore, the results also show the validity of the value adoption approach in predicting reuse intention in retail stores. Economic benefits and identity expressiveness are key facilitators and perceived inconvenience is a key barrier to perceived value and perceived value influences reuse intention in retail stores.Originality/valueThis research contributes by moving beyond TPB and proposing a value-based adoption approach to explain sustainable consumer behaviour in retail stores from the consumer perspectives. Based on the findings, value adoption strategies for retailers to facilitate sustainable consumer behaviour are proposed.

Explore How Online Healthcare Can Influence Willingness to Seek Offline Care.

With the recent development of internet healthcare, many hospitals have laid out their online platforms. However, there have been some poor service levels and low quality. The frequency of such problems has led to a decline in patient satisfaction. Therefore, it is vital to explore how hospitals can improve user satisfaction and willingness to visit them offline by setting up an online presence. Most studies conducted so far have remained limited to the single dimension of online or offline healthcare, with few studies exploring the relationship between them. While a few studies have explored the impact of online service quality on willingness to seek offline care, they also face the problem of a single perspective of analysis. Therefore, this study constructs a multidimensional model of the factors influencing online healthcare users’ willingness to seek offline care by integrating the value-based adoption model and the stimulus–organism–response model. Through a partial least squares-structural equation modelling analysis of 283 valid samples, this study found that online doctor–patient interactions and service quality positively impact user perception. This paper explores the development path of online healthcare from a new theoretical perspective. In addition, the findings provide new guidelines for hospitals to achieve economic and social benefits.

Modeling Consumer’s Switching Intentions Regarding 5G Technology in China

Switching from current technology to disruptive technology entails advantages, sacrifices, and a variety of other considerations that are not encountered in the case of 5G technology. Therefore, this paper investigates consumers’ intention to shift to 5G in the light of disruptive technology innovation. An extended value-based adoption model (VAM) was used to examine the user’s switching intentions (SIs) from 4G (Existing) technology to 5G (Disruptive) technology. The proposed model was examined on data set from 361 Chinese users using the partial least squares-based structural equation modeling (PLS-SEM) technique. The outcomes illustrate the significant correlation between perceived switching benefits (PSBs) and perceived switching sacrifices (PSSs) on perceived sustainability values (SVs), which further impacts users’ SIs. Furthermore, the findings show that users perceived agility (PA) and absorptive capability (AC) moderates and encourages SIs. These findings have important implications for theory and practice. The outcomes of this research will be helpful to telecoms firms in developing consumer retention strategies. Some limitations and future research directions are also explored for scholars.

Understanding factors influencing the adoption of a mobile platform of medical and senior care in China

A mobile platform of medical and senior care (MPMSC) is a platform that provides users with one-stop medical and senior care services. Although an MPMSC presents users with multiple benefits, there is insufficient understanding of the factors motivating users to adopt such new platforms. Focusing on the characteristics of an MPMSC, this study develops a research model based on the value-based adoption model and uses the partial least squares technique to analyze data collected from a sample of 215 potential users to validate its model. The results reveal that perceived value is a predictor in explaining users’ intention to adopt an MPMSC; perceived service usefulness and perceived service complementarity positively impact perceived value; perceived service fee negatively impacts perceived value; legal concerns negatively impact users’ adoption intention. These findings can enhance our understanding of the factors influencing the adoption of an MPMSC and facilitate the implementation of an MPMSC.