Customers’ Continued Usage Behavior Under The Technology Acceptance Model And The Flow Theory

Users and usage innovation will promote the development of mobile commerce to a new level, and to attract the attention of customers in order to promote customers’continuous using behavior is the key to the user and usage innovation. However, previous studies pay more attention to the drivers of users’first time usage of the product/service, rather than the factors affecting users’continuous usage after the purchase of the product/service. With the advent of the era of Web2.0, the enterprise and customer interaction is no longer pronounce to an end the moment customers buy the product, but a continuous process in which the customers pay attention to the enterprise dynamic condition, continuous interact with the enterprise, and continue to use the products of the enterprise. It is because of the customers’continuous usage of the product/service the enterprises provide that the provider of the enterprise is worthwhile. And it is also in the process of continuous usage, customers will put forward new requirements according to their own experience. Users and usage innovation could be achieved only when the enterprise keep in touch with customers in the process of continuous usage, so as to constantly create customer demand.But with the advent of the era of mobile Internet, customers interact with the enterprises through the human-computer interaction, with the results oriented and the process oriented activities, like buying and continuous usage of enterprise’s products/services. And these activities are affected not only by external driving factors, but also by internal driving factors. Based on Technology Acceptance Model and the Flow Theory, this thesis explores the factors that influence customers’continuous usage from the external and internal two aspects, and build the Customer Continuous Using Behavior Model. In terms of the external drivers, this research found that perceived usefulness and perceived ease of usefulness affect continuous usage intention by influencing the attitudes, and then decided the continuous usage behavior; when it comes to the in terms internal drivers, the degree of product involvement and perceived synchronicity by customers will lead to flow (including perception control, perception enjoyment, attention and curiosity),which makes the customer generate continuous use intention and behavior.At last, through the case studies of the Xiaomi Company, the hypotheses put forward are verified. This thesis concluded that enterprises in interactions with customers, should not only consider the external factors, but also pay more attention to the internal factors to make customers continue to use the providers. Centering on the customer experience, to attract and retain customers, keep interaction with customers, and constantly discover and create customer needs and realize the user and usage innovation.