Consumer perceived value as a moderator variable in the technology readiness and acceptance model

This study examines the effects of consumer perceived value on an extended technology acceptance model in the Indonesian telecommunications market. The population sample was comprised of Indonesians living across 13 localities and yielded 704 responses. The findings show different levels of value perceptions moderate a consumer¿s intention formation process. These differences have implications for product design and marketing communication strategies for industry. To date, the literature shows no integrated model that includes moderator variables thus indicating the importance of studying this framework. This study makes a significant contribution to understanding the impact of moderator variables on Technology Readiness and Acceptance Model (TRAM) and leads both researchers and practitioners to the development of a more integrated framework for understanding technology acceptance