The Impact of Perceived Value on User Acceptance of Mobile Commerce

Abstract

User acceptance of mobile service is the first step for enterprises to successfully implement mobile commerce. Extant research has tried to explain user acceptance of mobile commerce based on TAM and neglected the impact of usage cost, enjoyment and social evaluation on user behavior. Based on the theory of perceived value,this paper examines the impact of perceived value on user acceptance behavior. Perceived value as a second-order factor includes four dimensions: financial value, quality value, emotional value and social value. We collected 184 valid papers and conducted data analysis with PLS Graph. The results show that perceived value strongly affects trust and satisfaction, further determining user acceptance intention. Among four dimensions, social value has relatively larger effect and financial value has weaker effect.