Proposing value-based technology acceptance model: testing on paid mobile media service

Rapid growth of online media markets among world populations led to attempts by companies to exploit mobile services as part of business planning practices. Relatedly, this study examines adoption of paid mobile media service (i.e., Amazon Prime Video) as a source of new information and communication technology with online-offline integrated mobile services. The study’s main objective is to identify a technology acceptance model from the perspective of consumer experiences of value perceptions. This study proposed a value-based technology acceptance model, deriving from classic variables related to technology acceptance with regard to relevant consumer value perception literature. The proposed model examined effects of positive and negative experiences of value perceptions on consumers’ beliefs about paid service which explained future use of the paid service. Results indicated that consumers’ positive experiences—social, emotional, and functional values—derived from using mobile media services positively explained consumers’ belief of the usefulness of the paid mobile media service. Consumers’ negative experiences with technological barriers negatively influenced consumers’ beliefs with regard to the ease of use for paid mobile service, while price risk negatively influenced perceived usefulness. Consequently, consumers’ perceptions of ease of use and usefulness related to using the paid service positively influenced behavioral intention for continuous use of the paid mobile media service.