The Role of Utilitarian and Hedonic Values and Their Antecedents in a Mobile Phone Multimedia Services (Irancell VitrinTm Services)

摘要

This study develops a theoretical framework to examine the role of utilitarian and hedonic values in Mobile cells services adoption phenomenon and consumer's attitude to it. This study also presents an investigation of the key antecedents of utilitarian and hedonic values to understand the mechanism of enhancing these values. This study posits information quality, system quality and perceived fee as the key antecedents of utilitarian and hedonic values. The proposed research model is empirically evaluated by using survey data collected from 345 customer Irancell company. The conceptual model and hypothesis are tested using Structural Equation Models (SEM).