Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/287118 
Year of Publication: 
2021
Citation: 
[Journal:] Electronic Markets [ISSN:] 1422-8890 [Volume:] 32 [Issue:] 4 [Publisher:] Springer [Place:] Berlin, Heidelberg [Year:] 2021 [Pages:] 2471-2489
Publisher: 
Springer, Berlin, Heidelberg
Abstract: 
Supporting consumers' value-in-use (ViU) emergence throughout a usage process has become increasingly challenging as, in today's environment, usage has shifted from discrete events to continuous e-service interactions. Although researchers acknowledge that ViU is dynamic and evolves over time, most studies treat it as a static concept. Using the empirical context of language learning applications, the authors adopt a dynamic perspective on e-service ViU and extend it with regulatory mode theory using a qualitative approach. By applying the underlying functions of self-regulation: locomotion and assessment, the authors investigate how ViU emerges throughout a usage process and establish an eight-stage ViU emergence process, ranging from initial trigger to termination. By examining a consumer's usage, assessments, and movements, practitioners can pinpoint a consumer's location in the ViU emergence process and take appropriate measures to further promote ViU emergence in e-services.
Subjects: 
Value-in-use
Value-in-use emergence
e-services
Regulatory mode theory
Mobile application usage
JEL: 
M31
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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