The Muamalat Newsletter Vol.1 2023

57 FEM Newsletter | June 2023 Introduction The evolution of technology has completely changed the way people interact, live, and work. The current fifth generation technology, or 5G, is the mobile network technology that is currently revolutionizing themobile industry. The introduction of 5G technology, which promises faster internet speeds, lower latency, and higher reliability, is the latest advance in the telecommunications sector (Putra et al., 2022). Malaysia launched 5G technology in late 2021, a year earlier than previously announced, making Malaysia one of the region’s first countries to build a 5G ecosystem (“5G Drives Malaysia’s Digitalization”, 2022). 5G will be a key driver of Malaysia’s digital economy ambitions, in line with the objectives of the MyDIGITAL Blueprint in the 12th Malaysia Plan. Hence, it is critical to comprehend howMalaysians view 5G technology and what their purchasing intentions are as Malaysia prepares to adopt the technology. The value consumers place on 5G technology is a key factor in their purchase intentions. Equally important in influencing consumer behavior towards new technologies is consumer innovativeness (Dangi et al., 2022). The Malaysia government has set out measures to promote the widespread adoption of 5G technology while the country is still in the early stages of implementation (Wang & Du, 2021). However, the adoption of 5G technology depends on how willing users are to purchase 5G products and services. In order to create and implement effective plans for 5G adoption, the telecommunications sector must first understand consumers’ opinions and attitudes towards the technology (Kumar et al., 2022). The proposed study aims to investigate the relationship between consumers’ value perceptions of value and their willingness to purchase 5G technology. Besides, the study intends to investigate how consumer innovativeness influences this relationship as a mediator. Literature Review With faster internet speeds, better connectivity, and more seamless integration of digital devices, the arrival of 5G technology is expected to completely transform how people live and work (Zou et al., 2021). As a result, there has been increased interest in researching the elements that influence customer adoption and purchase intentions for 5G technology. Understanding how customer perceptions of value and innovativeness shape purchase intention is particularly important inMalaysia, a nation with a rapidly growing digital economy Consumer Value Perception of 5G Technology Purchase Intention in Malaysia: TheMediating Role of Consumer Innovativeness Authors: Md Shams Abedin, Dr. Azreen Jihan binti Che Mohd Hashim & Wan Rasyidah Wan Nawang Faculty of Economics & Muamalat Universiti Sains Islam Malaysia