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Although the Technology Acceptance Model (TAM) has focused on the user impacts of utilitarian and hedonic values provided by utilitarian and hedonic software products on system use, the impact of social value provided by the software products in general have been largely ignored. The results of a longitudinal study with actual users of three types of software products show that all three types of software products\u2014utilitarian (Producteev), hedonic (Kerbal), and social (Facebook)\u2014provide significant but varying degrees of all three types of values. Further, the value derived by the users\u2019 primary use context moderated the impact of the secondary values provided by the software product to the users on their loyalty for the product.<\/jats:p>","DOI":"10.1145\/3057271","type":"journal-article","created":{"date-parts":[[2017,5,1]],"date-time":"2017-05-01T14:55:23Z","timestamp":1493650523000},"page":"1-23","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":5,"title":["Investigating the Relationships Between the Use Contexts, User Perceived Values, and Loyalty to a Software Product"],"prefix":"10.1145","volume":"8","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-6297-6824","authenticated-orcid":false,"given":"Adarsh Kumar","family":"Kakar","sequence":"first","affiliation":[{"name":"Alabama State University, Computer Information Systems"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"320","published-online":{"date-parts":[[2017,5]]},"reference":[{"key":"e_1_2_1_1_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1559-1816.1998.tb01681.x"},{"key":"e_1_2_1_2_1","doi-asserted-by":"publisher","DOI":"10.2307\/3250951"},{"key":"e_1_2_1_3_1","first-page":"7","article-title":"Hedonic and utilitarian aspects of consumer behavior: An attitudinal perspective","volume":"12","author":"Ahtola O. 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