Earticle

초록

영어

The reason of consumers’adoption of sustainable IT products cannot be fully explained by the two traditional values, hedonic and utility values. Hence, the purpose of this paper is to propose an amended expectancy-value theory to better explains the adoption of sustainable IT products. Two social values –the normative value based on the Schwartz model of moral norm and the eudaimonic value of the Stoic philosophy –were added to the individual values to examine which value particularly influences the adoption of sustainable IT products.
In addition, the moderating effect of perceived sustainability between four values and adoption of sustainable IT products was verified.

목차

Abstract
 Introduction
 Theoretical Background
  Expectancy-Value Theory
  Schwartz model of moral norm
 Theoretical Framework and Hypothesis
  Research Model
  Cognitive Structure of Values
  Moderators: Perceived Sustainability
 Research Methodology
  Measurement Development
  Subjects and Procedure
 Results
  Measurement Validation
  Testing the Structural Model
  Testing the Moderating Roles of PerceivedSustainability
 Conclusion
 References

저자

• Ohbyung Kwon [ School of Management, College of Business Administration, Kyung Hee University ]
• Myung Sup Song [ School of Management of Techonology, College of Business Administration, Kyung Hee University ]
• Yonnim Lee [ School of International Management, College of Business Administration, Kyung Hee University ]

참고문헌