移动商务对用户继续使用意向研究——基于感知价值的分析.docx

浙江人学硕十学位论文 浙江人学硕十学位论文 移动商务用户继续使用意向研究——螯丁．感知价值的分析 Abstract Mobility has become an important feature of the modem 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．Howevef，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 all 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(so