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عمومی::
ارزش قیمتی(ارزش)
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
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.
Based on the above gaps in UTAUT and the asso- ciated theoretical explanation provided, we integrate hedonic motivation, price value, and habit into UTAUT in order to tailor it to the consumer technology use context.
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