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Attitude toward 5G: The moderating effect of regulatory focus

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  • Cheng, Li-Keng
  • Huang, Hsien-Long
  • Yang, Shou-Yu

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.

Suggested Citation

  • Cheng, Li-Keng & Huang, Hsien-Long & Yang, Shou-Yu, 2021. "Attitude toward 5G: The moderating effect of regulatory focus," Technology in Society, Elsevier, vol. 67(C).
    • Handle: RePEc:eee:teinso:v:67:y:2021:i:c:s0160791x21002700
    DOI: 10.1016/j.techsoc.2021.101795
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    References listed on IDEAS

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