... the concept of expected benefits, which is customers’ cognitive anticipation that innovative technology would provide when the customers use it (Hwang and Kim, 2021). Moreover, despite the superior explanatory power of the TTF theory as applied to consumer behavior, it has not been used to comprehend consumer...

...Jinsoo Hwang; Jinkyung Jenny Kim Purpose This study aims to propose the effect of five sub-dimensions of the expected benefits, which include compatibility, social influence, convenience, function and emotion on attitude and behavioral intentions. Design/methodology/approach A research model...