感知价值、满意度与继续使用意向——基于3G用户的实证研究

Perceived Values,Satisfaction and Continuance:An Empirical Examination of Users of 3G Services

本文考察感知价值、满意度对继续使用意向的作用机理。基于以往研究,本文首先提出了3G用户继续使用意向概念模型与假设,然后对假设进行了实证检验。研究结果表明感知价值和满意度对继续使用意向具有重要作用。满意度是继续使用意向最强的预测因子。感知有用性和感知使用成本不仅直接作用于继续使用意向,也通过满意度间接作用于继续使用意向。感知易用性和感知形象提升直接作用于继续使用意向,满意度不起中介作用。

The revenue of telecommunication operators from 3G services is largely determined by users＇ intention to continue using 3G services.To enhance the continuance intention of 3G users,we need to know determinants of users＇ continuance intention.Synthesizing theories from the theory of reasoned action（TRA）,the technology acceptance model（TAM） and the expectation-confirmation theory （ECT）,we built and tested a theoretical model of determinants of users＇ continuance intention.The perceived values were composed of perceived usefulness,perceived ease of use,perceived image and perceived cost.We hypothesized that four dimensions of perceived values not only had direct effects but also had indirect direct effect via satisfaction on users＇ continuance intention. The data was collected from 3G users through questionnaires in China.The measurement scales were developed from relevant scales in extant literature to ensure content validity.The measurement scales were pretested and refined to ensure high convergent validity and discriminant validity before large scale surveys.We used structural equation modeling to analyze the data and test the hypotheses. The results suggest that users＇ continuance intention is determined by satisfaction and perceived values.Perceived usefulness and perceived cost has not only direct but also indirect effects via satisfaction on continuance intention.Perceived ease of use and perceived image are not mediated by satisfaction but direcdy affect continuance intention.The unique explanatory contributions of perceived usefulness, perceived ease of use,perceived image and perceived cost to continuance intention are 1.5%,1.3%,2.1%and 2.8%respectively. These explanatory contributions are small,compared with the unique explanatory contribution of satisfaction which explains 13.3%of the variance of continuance intention.Therefore,satisfaction has the largest unique explanatory contribution to continuance intention.Although the unique explanatory contributions of four dimensions of perceived values are not very high,the whole explanatory contribution of them is 34.9%,which is larger than 13.3%. The results from this research has important practical implications.Firstly it examined the relative contributions of each determinant of 3G users＇ continuance intention,which laid a foundation for telecommunication operators to enhance users＇ continuance intention. Secondly,the results indicate that satisfaction is the strongest predictor of user＇ s continuance intention,so improving satisfaction is an important way to enhance users＇ continuance intention.Thirdly,the perceived cost has the greatest effect on continuance intention among four dimensions of perceived values,which means that the fees for using 3G services are perceived high by 3G users in China. The pricing strategies of telecommunication operators will have a fundamental impact on the development pace of the 3G market and the allocation of market shares among telecommunication operators.