A Exploratory Study of the Hedonic Facets in Consumer Buying Intention

The main purpose of this study is to find consumers’ usage behavior in mobile services to provide pointers for future development of this field. Specifically, this study attempts to identify variables influencing the use of mobile service consumers. To achieve these research goals, we empirically estimate the relationship between characteristics related to the use and provision of mobile services and factors influencing consumers’ intentions such as perceived mobile service usage values with hedonic. This study based on TAM, in which behaviour is seen as a consequence of affect and intentions and used the theory of consumption values which is a means of explaining user decisions to employ a hedonic facet using by smart phone.