感知价值、满意度与继续使用意向—基于3G用户的实证研究

本文考察感知价值、满意度对继续使用意向的作用机理。基于相关理论与实证研究，我们首先提出3G用户继续使用意向概念模型与研究假设，然后通过实证研究对假设进行检验。研究结果表明感知价值和满意度决定继续使用意向。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既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，而不需要通过满意度的中介作用。

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

This paper examines perceived values and satisfaction influencing one’s intention to continue using 3G services. Synthesizing theoretical and empirical findings from prior relevant research, we build and tested a theoretical model of 3G continuance. The results suggest that users’ continuance intention is determined by their satisfaction with 3G use and perceived values of continued 3G use. Satisfaction is the strongest predictor of user’s continuance intention. Perceived usefulness and perceived cost not only has direct effect but also has indirect effect via satisfaction on continuance intention. Perceived ease of use and perceived image is not mediated by satisfaction but directly impact on continuance intention.