Hedonic and Utilitarian Propositions of Mobile Data Services in Sri Lanka: Development of a Consumer Technology Adoption Model

This research article investigates the adoption of mobile data services with utilitarian and hedonic value propositions in Sri Lanka. This study attempts to develop a conceptually model and related hypotheses and its behavior within the Sri Lankan user context. The findings related to the perceived usefulness has reported that a strong relationship between the attitudes and adoption intension even in the context of products with predominantly hedonic values propositions. Further, it was noted that the utilitarian motives of usefulness, ease of use, and comparative advantage were more strongly present than hedonic motives even in mobile ringtone users. The utilitarian motives had strong correlations with the attitude towards attitudes and adoption intension.