Abstract

5G mobile communication technology is anticipated to merge with many other sectors, spurring innovation and creating substantial ripple effects. Despite the significance of this advancement, current research provides limited knowledge of users' behavioral reactions to the affordances, values, and trust generated from 5G technology. To investigate this relationship, this study used the Stimulus-response theory and the consumption values theory. The empirical data was gathered from 373 consumers in China using a survey method. To validate the model's suggested relationships, the author utilized the partial least squares-structural equation modelling (PLS-SEM) technique. The finding designates that the affordances and purchase intention relationship was mediated by consumption values and trust. Given the significance of 5G technology and its potential, this study investigates what drives and deters consumers from obtaining 5G technology. Original findings insights on the role of affordances in developing marketing strategies and increasing consumer intentions to purchase 5G technology products. © 2023 The Authors