Elaborating on the consumer’s intention–behavior gap regarding 5G technology: The moderating role of the product market-creation ability

The Existent theories of information and communication technology (ICT) expose behavioral intention as the key predictor in technology usage behavior. Still, the evidence divulges only a low influence on this relationship. This disparity is named the ‘intention–behavior gap’, and we believe that it requires more theoretical analysis to better understand this gap. This research aims to find novel factors to overcome these constraints and perceive the mechanism of how intentions lead to actual behavior. In the technology user's context, this study has acknowledged product market creation ability as an encouraging factor to overcome such limitations. Data was collected from Chinese consumers (n = 327) in Beijing and was examined employing the structural equation modelling (SEM) approach. The outcomes confirm that intentions have a positive impact on the usage behavior of 5G technology. The outcomes demonstrate that the market creation ability of the 5G technology products moderate and encourage the intentions and usage behavior relationship. Policy-makers and managers who aim to make positive changes in the behavior of technology users are motivated to consider the inferences of this study. •Study of how Product market creation ability impact Consumer's intention.•Three focus Factors held with Moderator, intention and behavior.•The moderator can decrease the intention behavior gap.•Study on the development of a framework for 5G technology usage.•Research questions are derived from each theme to show possible avenues for future study.