Abstract

Today, mobile application (App) is a new emerging mobile technology and has been widely used. This new
mobile artifact not only overturns the traditional business model of mobile industry, but also creates new avenues
of mobile market opportunities. Although mobile pay-per-use services have attracted increased attention in
recent years, few studies have provided limited insight into mobile technology adoption in pay-per-use services.
In this study, we examine the determinants of behavioral intention of Apps users based on the theory of
consumption values, and explore the roles of these values in mobile Apps context. Hypothesis testing was
performed with structural equation modeling (SEM) on data collected from 282 mobile Apps users. The results
reveal that consumption values significantly affect consumer behavioral intention to use mobile Apps. Among
them, epistemic and motional values have stronger relationships with behavioral intention. Moreover,
conditional value influences mobile App users' behavioral intention via the mediation of other consumption
values (functional, social, emotional, and epistemic value). Finally, implications of the findings and areas for
future research are discussed.

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