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International Journal of Interdisciplinary Research

Table 1 Results of measurement model

From: Proposing value-based technology acceptance model: testing on paid mobile media service

Variable Questions Cronbach’s Alpha Standardized loading AVEa CRb
Variables of experiences with media services on smartphone
 Social value Enhanced my effectiveness in building social relationship .90 .93 .67 .91
Made it easier to develop social relationship .88
Helped me to build social relationships more quickly .80
Was useful in my social relationship .74
Improved my social relationship .72
 Emotional value Made me feel good .91 .94 .78 .92
Gave me pleasure .86
Made me feel relaxed .85
 Functional value Supported the operation of all the tasks .79 .87 .58 .80
Allowed me to do my task effectively .78
Operated consistently overall .61
 Price risk My smartphone is not a good product for the price for using the service .89 .87 .74 .90
My smartphone is not reasonably priced for using the service .85
My smartphone is not economical for using the service .86
 Technological barriers Difficult configuration of the service had a negative impact on my usage .92 .97 .80 .92
Difficulties in finding and installing the application for the service had a negative impact on my usage .90
Poor performance of the service had a negative impact on my usage .81
Variables related to using the paid MMS
 Perceived ease of use It is easy for me to become skillful at using the paid MMS .95 .90 .74 .95
I find it easy to get the paid MMS to do what I want it to do .89
My interaction with the paid MMS application is clear and understandable .88
I found that the paid MMS is easy to use .86
Learning to operate the smartphone for the paid MMS is easy for me .86
I find the paid MMS to be flexible to interact with .78
 Perceived usefulness Using the paid MMS would enhance my effectiveness .93 .90 .69 .93
Using the paid MMS would increase my productivity .90
Using the paid MMS would make it easier to do my tasks .87
Using the paid MMS would improve my performance .83
I would find the paid MMS is useful .75
Using the paid MMS would enable me to accomplish tasks more quickly .70
 Behavioral intention toward continuous use I will continuously use the paid MMS in the future .95 .96 .88 .96
I have a plan to use the paid MMS in the future .93
I expect my use of the MMS to continue in the paid MMS .92
  1. aAverage variance extracted
  2. bComposite reliability