BROWSE
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Conference Paper
The Effects of Perceived Value and Perceived Risk on the Intention to Adopt WiBro
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- Authors
- Moon Koo Kim, Jong Hyun Park, Kyoung Yong Jee
- Issue Date
- 2006-08
- Citation
- ITS European Regional Conference 2006, pp.1-23
- Language
- English
- Type
- Conference Paper
- Abstract
- The commercial rollout of WiBro in 2006 promises to be a major stride into the age of mobile broadband Internet access in Korea. The benefits for consumers, and the overall economic effect of WiBro, are expected to be tremendous. Meanwhile, for a successful market launch, it is imperative to identify determinants affecting consumer intention to use this service, crucial information needed to quickly generate a strong market response and broaden demand. In this paper, we conduct an empirical investigation of determinants of intention to adopt WiBro service by expanding the TAM (Technology Acceptance Model) and focusing on two key acceptance factors, perceived value and perceived risk. Our analysis yielded the following results: first, perceived ease of use has a direct effect on perceived usefulness, and an indirect effect on intention to use. Second, perceived value has a direct effect on perceived usefulness and perceived ease of use, and an indirect effect on intention to use. Third, performance risk directly influences perceived usefulness, perceived ease of use and users' intention to adopt, whereas financial risk has a direct effect only on intention to adopt. Our implication is that service providers may have to reduce the levels of perceived risk of potential customers by enhancing and strategically combining a strong perceived value and usefulness in the marketplace.
- KSP Keywords
- Acceptance Factors, Broadband internet access, Consumer intention, Empirical investigation, Financial risk, Intention to use, Mobile Broadband, Perceived Ease of use, Perceived usefulness, Perceived value, Service Provider