User acceptance of hedonic digital artifacts: A theory of consumption values perspective

Hedonic digital artifacts have become prevalent in today's society. Their users typically pay for them, and in exchange are generally provided with benefits involving enjoyment. Today's research on technology adoption and use, though, has focused mostly on organizational or personal aids that provide efficiency and effectiveness and are free of charge for Users. To bridge this gap, we identified several value drivers of hedonic digital artifacts and measured them in the context of mobile phone ringtones using the theory of consumption values. Hypothesis testing was performed using PLS on data collected from 422 ringtone users. Results confirmed that the overall value of hedonic digital artifacts is a third-order composite assessment, which successfully predicted behavioral usage and positive word-of-mouth intentions. Theoretical and practical implications were discussed. (C) 2009 Elsevier B.V. All rights reserved.