Exploring Mobile Terminal Continuance Usage from Customer Value Perspective

With the large-scale growth of mobile terminal users, exploring their continuance use behavior attracts wide attention. However, there is insufficient research on user psychological states in different hierarchy models towards continuance use of a mobile terminal. This study advanced a mediation model of continuance use of a mobile terminal with a moderator based on expectation confirmation theory from the perspective of customer value dimension. Data were collected in China, and 311 samples were used to examine the hypotheses provided from the research model with the partial least squares structural equation modeling method. The empirical results indicate that perceived usefulness positively influences continuance use of a mobile terminal, and perceived usefulness positively influences satisfaction and in turn impacts on continuance use of a mobile terminal. Specially, there is a significant mediating effect of attitude loyalty between satisfaction and continuance use of a mobile terminal. Moreover, the results also verify that mobility negatively moderates the relationship between attitude loyalty and continuance use of a mobile terminal. Our findings suggest that user psychological states are in different levels to reflect mobile terminal user value during the process of continuance use of a mobile terminal. Moreover, our findings indicate the boundary condition in continuance use of a mobile terminal.

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