Technology-based service adoption decisions: the role of value congruence and emotional dynamics

To leverage the growing use of smart wearable technologies, many industries have introduced technology-based services (TBSs) that promise mutual value for providers and consumers. These services rely on real-time data sharing, algorithmic personalisation, and ongoing consumer engagement, making them inherently value-laden and emotionally charged. However, traditional technology adoption models fail to account for the interpretive and emotional complexities that arise when consumers evaluate whether a service provider’s values align with their own. Drawing on congruity theory and employing a mixed-methods research design, we developed and tested a value congruence adoption model in the context of pay-as-you-live (PAYL) insurance, an emergent form of TBS. The literature and qualitative phase identified three core value propositions, including privacy, monetary rewards, and social influence, important for adoption decisions, each triggering distinct emotional responses. Quantitative field experiment demonstrated that perceived value congruence with the TBS provider elicits positive emotions (e.g., pride, comfort, belonging) that significantly increase adoption intentions. However, value incongruence evokes negative emotions (e.g., discomfort, regret, isolation), deterring adoption. These findings extend congruity theory by framing value congruence as an emotionally mediated construct, providing insights for TBS providers in the health and insurance sectors who seek to enhance consumer engagement through value-aligned service design.