A new theoretical framework of technology acceptance and empirical investigation on self-efficacy-based value adoption model

Purpose - In a voluntary consumer market, the consumer's decision-making process is still a magnetic topic although a large number of related studies have been conducted. The purpose of this paper is to explore the determining factors for the future adoption of an innovation service and proposes a new model to better explain consumer's adoption intention. Design/methodology/approach - Social cognitive theory is introduced in the paper to explore consumer behavior in terms of triadic and reciprocal causation among value, self-efficacy, and adoption constructs. Based on the theoretical framework, a self-efficacy-based value adoption model (SVAM) is proposed to study the adoption of mobile auction (m-auction) - one of mobile-internet services in an empirical manner. The analysis of measurement and structural model is conducted via LISREL 8.80. Findings - Research results indicate that the instruments are reliable and valid and the model is well accepted. Perceived functional, social, and emotional values are tested to have a significant influence on perceived value. Perceived cost is negatively related to perceived value and positively to attitude. m-auction self-efficacy (MASE) comes from subjective and objective general self-efficacy, which not only directly impacts attitude but also strongly influences perception of all the antecedents of perceived value. Research limitations/implications - Although SVAM is proved to be successful in this paper, it still needs more experimental research from different research contexts and authors to be supported. Originality/value - Compared with previous research on innovation adoption, results show that the model is more effective in explaining the adoption intention (R-2 = 0.72). Just like perceived value has a significantly impact on attitude, self-efficacy of m-auction has an essential role in perceived values and cost and attitude. The result fully demonstrates that the value adoption model based on self-efficacy is a better technology acceptance model, especially for a voluntary consumer market.