The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers

被引：115

作者：

Yang, Kiseol ^{[1
]}

Jolly, Laura D. ^{[2
]}

机构：

[1] Univ North Texas, Sch Merchandising & Hosp Management, 1155 Union Circle,311100, Denton, TX 76203 USA

[2] Univ Georgia, Coll Family & Consumer Sci, Athens, GA 30602 USA

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2009年 / 16卷 / 06期

关键词：

Mobile data service; Perceived value; Subjective norm;

D O I：

10.1016/j.jretconser.2009.08.005

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The effects of consumer perceived value and subjective norm on using mobile data services between American and Korean consumers were examined to explain the differences and similarities in consumer mobile data service adoption behavior in this study. The antecedent effects of four dimensions of consumer perceived value showed different behavioral intention to use mobile data services between the two countries. Emotional value was found to be the most significant effect on using mobile data services for consumers in the two countries. Subjective norm was a significant antecedent of attitude and behavioral intention to use mobile data services for American consumers, but it was not evident for Korean consumers. (C) 2009 Elsevier Ltd. All rights reserved.

引用

页码：502 / 508

页数：7

共 18 条

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