Authors: Christopher White; Adela J. McMurray; Priyantono Rudito
Addresses: School of Economics, Finance and Marketing, RMIT University, Melbourne Vic 3001, Australia. ' School of Management, RMIT University, G.P.O. Box 2476V Melbourne Vic 3001, Australia. ' Strategic Investment and Corporate Planning, P.T. Telekomunikasi Indonesia, Tbk., Indonesia
Abstract: This study contributes to literature on consumer acceptance of new technology and in line with other research in this area builds on the technology acceptance model (TAM). In the proposed model, consumer perceived value was hypothesised to mediate the effects of perceived enjoyment, perceived ease of use and perceived usefulness on intentions to use 3G mobile technology in Indonesia. Additionally, different levels of technology readiness were posited to moderate the process. While the mediation hypothesis was not fully supported, this unique configuration of well-known constructs provided fresh insights into the drivers of consumer intentions and these are discussed from a theoretical and managerial perspective. The paper concludes with future research possibilities.
Keywords: technology acceptance; perceived value; technology readiness; segmentation; perceived enjoyment; consumer acceptance; technology acceptance model; TAM; 3G mobile technology; Indonesia.
International Journal of Technology Marketing, 2012 Vol.7 No.4, pp.361 - 378
Received: 15 Dec 2011
Accepted: 17 Jun 2012
Published online: 09 Oct 2012 *