The relationship between 5G technology affordances, consumption values, trust and intentions: An exploration using the TCV and S-O-R paradigm

Sayed Kifayat Shah; Pro Tang Zhongjun; Judit Oláh; József Popp; Ángel Acevedo-Duque

doi:10.1016/j.heliyon.2023.e14101

The relationship between 5G technology affordances, consumption values, trust and intentions: An exploration using the TCV and S-O-R paradigm

Heliyon. 2023 Feb 27;9(3):e14101. doi: 10.1016/j.heliyon.2023.e14101. eCollection 2023 Mar.

Authors

Sayed Kifayat Shah¹, Pro Tang Zhongjun¹, Judit Oláh^{2

3}, József Popp^{2

3}, Ángel Acevedo-Duque⁴

Affiliations

¹ College of Economics and Management, Beijing University of Technology, Beijing, China.
² John von Neumann University, 6000 Kecskemét, Hungary.
³ Izsáki út 10, College of Business and Economics, University of Johannesburg, Johannesburg 2006, South Africa.
⁴ Public Policy Observatory, Universidad Autónoma de Chile, Santiago 7500912, Chile.

Abstract

5G mobile communication technology is anticipated to merge with many other sectors, spurring innovation and creating substantial ripple effects. Despite the significance of this advancement, current research provides limited knowledge of users' behavioral reactions to the affordances, values, and trust generated from 5G technology. To investigate this relationship, this study used the Stimulus-response theory and the consumption values theory. The empirical data was gathered from 373 consumers in China using a survey method. To validate the model's suggested relationships, the author utilized the partial least squares-structural equation modelling (PLS-SEM) technique. The finding designates that the affordances and purchase intention relationship was mediated by consumption values and trust. Given the significance of 5G technology and its potential, this study investigates what drives and deters consumers from obtaining 5G technology. Original findings insights on the role of affordances in developing marketing strategies and increasing consumer intentions to purchase 5G technology products.

Keywords: 5G technology; Affordances; Consumption values; Trust; User’s intentions.