We propose mobile service consumption values based on a multi-dimensional value perspective by conducting an exploratory mixed-method design, including focus group interviews and face-to-face intercept surveys. We explored six dimensions of mobile service consumption values: convenience, effectiveness, enjoyment, reassurance, information, and epistemic values. The proposed value dimensions expand the scope of existing value studies by proposing additional or modified value dimensions. These dimensions reflect unique characteristics of mobile service values. In addition, the effects of mobile service consumption values on mobile service uses were examined. The results show that users’ value perceptions significantly influence their intention to use mobile services and that relative importance of value dimensions is different depending on types of mobile services. The exploration and verification of mobile service consumption values contributes theoretically to developing an expanded framework of consumption values in the mobile service field and to further understanding needs and motivations of mobile service users.

中文翻译：

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移动服务消费价值：探索性的混合方法研究

我们通过探索性的混合方法设计（包括焦点小组访谈和面对面拦截调查），从多维价值角度提出移动服务消费价值。我们探讨了移动服务消费价值的六个维度：便利性，有效性，享受性，保证性，信息性和认知价值。提议的价值维度通过提出其他或修改后的价值维度来扩展现有价值研究的范围。这些维度反映了移动服务价值的独特特征。此外，还检查了移动服务消费值对移动服务使用的影响。结果表明，用户的价值观念显着影响了他们使用移动服务的意图，并且价值维度的相对重要性因移动服务的类型而异。在理论上，对移动服务消费价值的探索和验证有助于开发移动服务领域中消费价值的扩展框架，并有助于进一步理解移动服务用户的需求和动机。