Purpose The purpose of this paper is to extend the theory of consumption values by investigating the influence of aesthetic, conditional, convenience, monetary, epistemic, self-gratification, and social value on customer pre-adoption choice behavior to use mobile financial services....

Information and Communications Technology (ICT) has become a necessity in social and economic development and is a leading sector to enable and drive growth in other sectors in Cambodia such as education, agriculture, and health. Recently, the mobile telecom service market in Cambodia has...