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عمومی::
انگیزه لذت جویی
Our proposed UTAUT2 incorporates three constructs into UTAUT: hedonic motivation, price value, and habit.
Keywords: Unified theory of acceptance and use of technology (UTAUT), UTAUT2, habit, hedonic motivation, price value, mobile Internet, consumer, technology adoption
First, both consumer behavior and IS research have theorized and found various constructs related to hedonic motivation (e.g.
The integration of hedonic motivation, price value, and habit brings such new mech- anisms (i.e.
, hedonic motivation, price value, and habit) to formulate UTAUT2.
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