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

Kiseol Yang and Laura D. Jolly

Journal of Retailing and Consumer Services, 2009, vol. 16, issue 6, 502-508

Abstract: 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.

Keywords: Mobile data service; Perceived value; Subjective norm (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (35)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:16:y:2009:i:6:p:502-508

DOI: 10.1016/j.jretconser.2009.08.005

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