Attitude toward 5G: The moderating effect of regulatory focus |
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| Affiliation: | 1. Department of Business Management, Tatung University, Taipei City, Taiwan;2. Department of Social and Regional Development, National Taipei University of Education, Taipei City, Taiwan;1. PhD in Technology and Innovation Management [Doctorado en Gestión de la Tecnología y la Innovación], Faculty of Engineering, Universidad Pontificia Bolivariana, Medellín, Colombia;2. Postgraduation Program of Architecture and Urbanism, School of Engineering and Applied Sciences, IMED, Passo Fundo, Brazil;1. Department of Political Science, Hebrew University of Jerusalem and School of Political Science, University of Haifa, 199 Aba Khoushy Ave, Mount Carmel, Haifa, Israel;2. Fondazione Bruno Kessler (FBK), Via Sommarive 18, 38123 Trento, Italy;3. School of Political Science, University of Haifa, 199 Aba Khoushy Ave, Mount Carmel, Haifa, Israel;4. Department of Occupational Therapy, University of Haifa, 199 Aba Khoushy Ave, Mount Carmel, Haifa, Israel;5. Department of Psychology and Cognitive Science, University of Trento, Corso Bettini 31, 38068 Rovereto, Italy;1. School of Philosophy, Renmin University of China, China;2. Humanities Arts and Social Sciences, Colorado School of Mines, Golden, CO, USA;1. Ball State University, Miller College of Business, Department of Applied Business Studies, 2000 W. University Ave., Applied Technology, Room 239, Muncie, IN, 47306, USA;2. Professor in Tourism Economics, School of Tourism and Hospitality Management, Varna University of Management, 13A Oborishte Str., 9000, Varna, Bulgaria |
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| Abstract: | Although the 5G market is expected to be vast, consumers remain concerned about privacy on 5G networks, and acceptance of 5G has been little examined. This study investigated how subjective norms and 5G privacy, speed, and ubiquity influence attitude toward 5G, word of mouth, and willingness to pay for 5G by considering the technology acceptance model. The role of regulatory focus was also evaluated. Privacy, speed, ubiquity, and subjective norms (antecedents); WOM and willingness to pay (dependent variables); attitude toward 5G (mediator); and regulatory focus (moderator) were measured by adapting items developed elsewhere; 222 responses were received, 202 (91%) of which were valid. Privacy significantly negatively affected attitude toward 5G, whereas speed had a significant positive effect. Positive relationships were observed between attitude toward 5G and ubiquity, subjective norms, WOM, and willingness to pay. Attitude toward 5G fully mediated the relationships among privacy, speed, ubiquity, subjective norms, and WOM. |
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| Keywords: | 5G Privacy Speed Ubiquity Subjective norms Word of mouth Willingness to pay Regulatory focus |
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