Smartphone Adoption: Design of Factors Within the Framework of Theory of Consumption Values

After the initial feature mobile phone adoption, there is a widespread smartphone proliferation. The Theory of Consumption Values (TCV) is a marketing theory that explains purchase behavior of consumer goods and services. The framework consists of functional, social, epistemic, hedonic, and conditional values; the latter being functional and/or social values present only in a specific situation. TCV is used in mobile device adoption literature disproportionably more often than in other fields. However, virtually all TCV studies focused on smartphones are qualitative. The aim of this research is to design factors which could be later used in quantitative studies. These factors are identified using principal component analysis. With regards to the results, there were five factors identified for functional values, six factors for social values, three factor for epistemic values, four factors for hedonic values, and seven factors for conditional values.