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Article Information:
The Role of Utilitarian and Hedonic Values and Their Antecedents in a Mobile Phone Multimedia Services (Irancell VitrinTm Services)
Kambiz Heidarzadeh Hanzaee and Sara Ghafelehbashi
Corresponding Author: Kambiz Heidarzadeh Hanzaee
Submitted: February 21, 2012
Accepted: March 16, 2012
Published: July 01, 2012 |
Abstract:
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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).
Key words: Attitude, hedonic value, intention and mobile services, utilitarian value, , ,
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Cite this Reference:
Kambiz Heidarzadeh Hanzaee and Sara Ghafelehbashi, . The Role of Utilitarian and Hedonic Values and Their Antecedents in a Mobile Phone Multimedia Services (Irancell VitrinTm Services). Research Journal of Applied Sciences, Engineering and Technology, (13): 1953-1961.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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| Information |
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| Sales & Services |
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