"M-PESA" mobile financial service has remained a dominate player in the Kenya financial service market. This study presents a conceptual research model that is grounded in means-end theory. It connects customer value hierarchy to customer attitudes and post-adoption outcomes behavior. It aims to...

This research paper investigates the adoption of two mobile data services with utilitarian and hedonic value propositions in Sri Lanka. The proposed Technology adoption model has been built based on empirical academic research into consumer motives of cognition, hedonics, social influences and...