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An empirical investigation of mobile data service continuance: Incorporating the theory of planned behavior into the expectation-confirmation model

机译：移动数据服务连续性的实证研究：将计划行为理论整合到期望确认模型中

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摘要

Due to the rapid growth of mobile data service (MDS), research into MDS continuance has recently emerged as an important issue in information systems (IS) and marketing literature. This study develops an integrated model designed to predict a user's continuance behavior toward MDS based on the expectation-confirmation model (ECM) and the theory of planned behavior (TPB). Empirical data collected from 207 users who had prior experience with MDS and was tested against the proposed research model using structure equation modeling. Analysis results show that user satisfaction, perceived usefulness, perceived enjoyment, and perceived fee are an important part of the formation of MDS continuance intention. Furthermore, the two components of the TPB, subject norm and perceived behavioral control, also have a significant impact on MDS continuance intention. Overall, this study provides evidence that an integrated model has a better explanatory power of MDS continuance compared to either model considered alone.
机译：由于移动数据服务（MDS）的快速增长，最近对MDS连续性的研究已成为信息系统（IS）和市场营销文献中的重要问题。这项研究开发了一个综合模型，该模型旨在基于期望确认模型（ECM）和计划行为理论（TPB）来预测用户对MDS的持续行为。从具有MDS先前经验的207位用户收集的经验数据，并使用结构方程模型针对建议的研究模型进行了测试。分析结果表明，用户满意度，感知有用性，感知享受和感知费用是MDS持续性意图形成的重要组成部分。此外，TPB的两个组成部分，即主体规范和感知的行为控制，也对MDS持续性意图产生重大影响。总体而言，这项研究提供了证据，表明与单独考虑的任一模型相比，集成模型对MDS连续性具有更好的解释能力。

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