Abstract
The paper proposes a study that investigates continued use of Web 2.0 technologies using the theory of customer values as the theoretical lens. A product or service provides customer with monetary, functional, emotional, social, conditional, and epistemic values. Web 2.0 technologies provide users these values too. Furthermore, we posit that user perceived value has a positive effect on continued use of Web 2.0 technologies. A survey study was conducted to test proposed research model. In prior research, both utilitarian and hedonic values of IT are recognized. This research further the research stream by including a set of independent and additive values users acquire when using Web 2.0 technologies.
Recommended Citation
Guo, Yi and Tang, Yinghong, "The Effects of Customer Values on Continued Use of Web 2.0 Sites" (2012). AMCIS 2012 Proceedings. 10.
https://aisel.aisnet.org/amcis2012/proceedings/Posters/10
The Effects of Customer Values on Continued Use of Web 2.0 Sites
The paper proposes a study that investigates continued use of Web 2.0 technologies using the theory of customer values as the theoretical lens. A product or service provides customer with monetary, functional, emotional, social, conditional, and epistemic values. Web 2.0 technologies provide users these values too. Furthermore, we posit that user perceived value has a positive effect on continued use of Web 2.0 technologies. A survey study was conducted to test proposed research model. In prior research, both utilitarian and hedonic values of IT are recognized. This research further the research stream by including a set of independent and additive values users acquire when using Web 2.0 technologies.