For Mobile Business Users Continue To Use The Intention To Study

Mobility has become an important feature of the modern life, and mobile commerce will play a leading role in the new round of business competition. Currently, the researches on consumer behavior of mobile commerce paid great attention to the acceptance of mobile commerce application rather than users' continuance. However, researches on users' continuance have been increasing these years as it is critical to the firms' long term success. Besides, both practice and past researches showed that customers' perceived value is an important influential factor of users' product repurchase and service continuance. In addition, the perceived value of mobile commerce has been one of the major obstacles for the development and diffusion of such innovation. So understanding the essential values that mobile commerce users care about, and how their perceived value influence their continuance intention has great significance both for practice and academia.Responding to the above mentioned issues, this dissertation made a systematic review on the past relative researches, based on which the customers' perceived value of mobile commerce was clarified in the dissertation. Then the study extended the ECM-IT model based on the analysis of perceived value and examined the validity of the extended model by empirical research. After that the dissertation discussed the relationship between confirmation, customer satisfaction, and the dimensions of perceived value as well as users' continuance intention. The author also compared the different formation of user's continuance intention in information service, entrainment service, transaction based service.The dissertation mainly draws the following conclusions:(1) Customers' perceived value of mobile commerce is composed by perceived benefits and perceived sacrifices. The perceived benefits include perceived usefulness (functional value), perceived enjoyment (emotional value), perceived image enhancement (social value); while the perceived sacrifices include perceived fee (monetary sacrifice); perceived ease of use (time and effort sacrifice), perceived risk (psychology sacrifice).(2) The extended model can effectively explain the users' continuance intention of mobile commerce, with more than 60% of the variance being explained in each type of the sample pool. The empirical result showed that some dimensions of the perceived value have positive effect on user's continuance intention and customer satisfaction. And the confirmation has positive effect on customer satisfaction and almost all the dimensions of perceived value.(3) The different types of the service have different empirical results. Perceived usefulness, perceived image enhancement, perceived fee have positive influence on users' intention in all types of sample pools; Perceived ease of use has positive influence on users intention in the information service sample pool and entire sample pool, but no significant influence on users intention was found in the sample pool of entertainment service and transaction based service; Perceived enjoyment has positive influence on the user's continuance intention in the sample pool of information service, entertainment service and entire sample pool, but no significant effect on users intention was found in the sample pool of transaction based service; The perceived risk have negative effect on the users' continuance intention in the sample pool of transaction based service, but no significant effect was found on user's continuance in other sample pools.