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Influence of users’ technology readiness on the perceived value of mobile phone enabled internet services

Authors:

A. M. A. S. M. Bandara ,

University of Peradeniya, LK
About A. M. A. S. M.
Department of Operations Management, Faculty of Management
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L. N. A. C. Jayawardena

University of Peradeniya, LK
About L. N. A. C.
Department of Agricultural Extension, Faculty of Agriculture
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Abstract

The objective of this study was to investigate the influence of users’ technology readiness (TR) on the dimensions of perceived value (PV) on mobile phone enabled internet services (MPEIS). Five dimensions of PV, namely utilitarian value, hedonic value uniqueness value, epistemic value, and economic value were considered in this study. A sample of 522 adult mobile phone users were selected covering the Central Province of Sri Lanka using the multistage random sampling. Confirmatory factor analysis was used to validate the measurement model. Covariance based structural equation modelling was used to analyse the structural model. This study revealed that users’ TR has a positive influence on the epistemic value of MPEIS, and a negative influence on the economic value of MPEIS. It was also evident that users’ TR is not influenced by the utilitarian value, hedonic value and uniqueness value of MPEIS.
How to Cite: Bandara, A.M.A.S.M. and Jayawardena, L.N.A.C., 2019. Influence of users’ technology readiness on the perceived value of mobile phone enabled internet services. Tropical Agricultural Research, 30(4), pp.71–80. DOI: http://doi.org/10.4038/tar.v30i4.8329
Published on 07 Nov 2019.
Peer Reviewed

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