| International Journal of Business and Economics Volume 18, No. 3 December, 2019 |
|
Understanding Mobile Data Services' Continuance: |
| Chien-Wen Chen |
| Department of Business Administration, Feng Chia University, Taiwan |
| Serhan Demirci |
| College of Business, Ph.D. Program in Business, Feng Chia University, Taiwan |
| Abstract |
| High popularization and the development of communication technology for mobile phones resulted in a diversity of mobile data services in Taiwan, thus turning mobile data services into important profit sources for telecommunication companies. There are various constraints affecting continued usage of mobile data services, such as a decrease in profits due to low profit margins and a limited population of users, and understanding factors like perceived media richness and perceived cost on such usage behavior of consumers is crucial for the future of mobile data services. Examining consumers with mobile data service experiences, this research finds that the major factor impacting mobile data service usage for customers is perceived usefulness, followed by perceived media richness and perceived enjoyment. The results suggest that telecommunication companies should consider prioritizing usefulness when designing their service content so that satisfied consumers will increase continued usage intention for mobile data services. We also find that perceived media richness is the major factor influencing both perceived usefulness and perceived enjoyment. Based on these findings, we suggest that increasing the cognition of perceived media richness can be a top strategy for telecommunication companies to raise continued usage intention for mobile data services, such as an enrichment of service contents or providing information through live images/messages. |
| Keywords：mobile data service, IS continuance model, perceived media richness, perceived cost. |
| JEL Classifications：L86, M10, M31. |
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