• Journal of Information Technology Applications and Management
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• v.27 no.6
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• pp.197-224
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• 2020

Mobile games have become one of the most important driving forces of the game industry. We focus on the continuous intention to use Chinese mobile games from the perspective of experiential marketing and network externalities. We integrate user experience, network externalities and flow theory into expectation confirmation model and explore the influencing factors of continuous usage intention of Chinese mobile game and propose a research model. Game experience, service experience, perceived enjoyment, social interaction, challenge, perceived number of users and perceived number of peers were employed as independent variables, while flow, perceived value and satisfaction as mediating variables and continuous intention as the dependent variable. After surveying 426 samples, the model is tested with structural equation model. The results reveal that perceived enjoyment significantly positively influences perceived value, flow, satisfaction, and continuous intention. The greater the enjoyment of the game, the greater the satisfaction of the game and the greater the willingness to use it continuously. Game experience has a significant direct effect on continuous intention, which indicates that a better game experience can retain more users. Service experience and perceive number of peers positively influence satisfaction. Another finding is that social interaction and perceived number of users positively influence perceived value and flow, which indicate that social attributes are critical roles for retaining users. Game challenge also positively influences flow. The proper level of challenge is more likely to cause users to enter the state of flow. Flow indirectly influences continuous usage intention through the satisfaction of the game, which indicates that satisfaction is driven by flow experience and further retaining users. Empirical results implied that mobile game companies need to focus on improving user experience, expectation satisfaction and extending network externalities to improve the continuous intention of using mobile game.

• Journal of Information Technology Services
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• v.16 no.4
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• pp.99-120
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• 2017

As smartphones and tablets are drastically spreading, mobile IPTV service becomes very important emerging issue in addition to existing DMB broadcasting, and the consumption of personalized multimedia services is increasing in the mobile Internet environment. While the previous research focuses on influencing factors of the initial acceptance intention of the mobile IPTV Service, this study intends to find the factors that affect continuous use intention of the mobile IPTV service which has become one of core services in the mobile environment. The research model and the hypotheses of this study could be derived on the basis of four referent theories (that is, mobile service quality model (MOBISQUAL), post acceptance model (PAM), expectation confirmation theory (ECT) and extended technology acceptance model (ETAM)). In order to empirically test the hypotheses, the field survey was conducted for 278 respondents. Twelve ones of fifteen hypotheses were found to be statistically significantly adopted from the results of structural equation model analyses using Smart PLS 3.0. The theoretical contribution of this study is to empirically investigate the factors that affect the continuous use intention of mobile IPTV service. And the practical contribution is to provide the implementation guidelines of managing the service quality to enhance the competitive power of mobile IPTV business.

• Asian Journal of Business Environment
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• v.4 no.3
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• pp.19-25
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• 2014

Purpose - This study investigated not only social network service (SNS) characteristics' effects on continuous use intention and reliability, but also the effects of continuous use intention and reliability on purchase intention. Research design, data, and methodology - The subjects comprised 274 SNS users in their twenties. The research was conducted over three weeks from October 16, 2013 to November 6, 2013, using questionnaires. A total of 267 copies were collected; 255 copies were used after excluding unsuitable copies. Results - Marketers who used SNSs should establish a bi-directional community and SNS page information exchange. SNS marketers should exchange useful information quickly through SNS pages, to differentiate themselves from competitors. Enterprises should use SNSs for marketing, considering not only continuous use intention but also reliability, to elevate product purchase intention. Conclusions - The study had limitations. Most subjects were students aged 24 to 28 years; the findings cannot be generalized. Second, personal computers (PCs) and smartphones had similar influence. Third, the preferences and/or characteristics of each SNS type were not reflected in marketing.

• The Journal of Information Systems
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• v.29 no.4
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• pp.153-169
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• 2020

Purpose Many students have concerned about the quality and operation of online courses with universities offering online courses to avoid the spread of COVID-19. To deepen our understanding of university online class systems, this research aims to assess students' satisfaction with online class systems and continuous usage intention on the basis of the perceived benefits and expectation confirmation theory. Design/methodology/approach This paper empirically analyzes the impact of each perceived benefit on user satisfaction and the intention to use it continuously by dividing the perceived benefits considered in existing literature into utilitarian benefits (convenience), emotional benefits (pleasure), and symbolic benefits (personal benefits). Moreover, the perceived expectations and performance have also been assessed with its impact on satisfaction and the intention to continue use. Data collected from 241 university students were empirically tested against a research model. Findings Analysis results showed that perceived advantages (comfort, enjoyment and personalized benefit) significantly affect user satisfaction and that perceived benefits have positive effects on the intention to continue use whereas the expected confirmation do not significantly influence on the intention to continue use.

• Asia-Pacific Journal of Business
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• v.13 no.3
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• pp.433-448
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• 2022

Purpose - The purpose of this study is to empirically analyze users' continuous use intentions using the characteristics of live commerce in China. Design/methodology/approach - Social presence, influence of information source (Wang Hong), convenience, marketability, reliability, personal innovativeness, and social influence were selected as elements that affect the perceived value of users, and an assumption that perceived value would affect continuous use intention was set. 515 samples were obtained from Chinese consumers through a Chinese online questionaire survey. IBM SPSS 26 and AMOS was used for statistical testing. Findings - First, social presence, Wang Hong, convenience, marketability, and reliability, which are the quality characteristics of live commerce services, affect the perceived value of users and user's continuous use intention. Second, the perceived value of users plays a mediating role between the quality characteristics of live commerce service and the continuous use intention. Third, personal innovativeness plays a moderating role in the effect of live commerce service quality on the perceived value of e-commerce users. Fourth, among the relative effects of the service quality characteristic variables, the relative effect of reliability is the greatest followed by that of convenience, marketability, and Wang Hong, in order of precedence, and the effect of social presence is the smallest. Research implications or Originality - South Korean government's plan to support for advancing into live commerce in China were presented as strategic implications for exporting South Korean products to China through online services including live commerce.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.42 no.3
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• pp.131-141
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• 2019

Recently the business environment surrounding the financial investment industry is changing rapidly, and the demands of customers (diversity and the cycle of change etc.) are getting shorter. In this context, it can be said that companies are forced to adopt an agile management environment. In particular, non-face-to-face channels, including MTS, is adopting the agile system into the digital finance sector from a company-wide and strategic perspective. This study analyzed the effects of MTS services' environment quality on customer satisfaction and continuous intention to use for MTS users who are rapidly increasing under the agile management environment in the financial investment industry. This study surveyed the quality of service environment (accessibility, convenience, design, security), customer satisfaction, and continuous intention to use for 350 MTS users. First, accessibility, convenience, and security of MTS service environment quality had a positive effect on customer satisfaction, and design was rejected Second, customer satisfaction has a positive effect on continuous intention to use. Third, convenience and security of MTS service environment quality have positive effects on continuous intention to use, and accessibility and design were rejected. The results of this study, together with demographic analysis, are expected to provide useful implications for MTS activation studies and securities firms' strategies.

• Journal of Information Technology Applications and Management
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• v.23 no.1
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• pp.1-23
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• 2016

Social commerce (s-commerce) is a subset of e-commerce and uses social media for social interactions. Although s-commerce has been rapidly growing, disputes between some s-commerce firms and their consumers often occur over issues such as poor customer services, incorrect product information, and late refunds. In order for s-commerce to continuously grow, s-commerce firms need to build consumer-trust in their transaction process to minimize their consumers' uncertainty. The purpose of this study is to examine the relationships between the multidimensional trust (ability, integrity, benevolence) and the intention of continuous use of s-commerce. Moreover, this study presents antecedent factors needed for trust-building by applying the characteristics of s-commerce, and verifies the relations between the variables. We test and validate the research model and related hypotheses using structural equation modeling based on a survey done on 428 people who have previous experience with s-commerce. The result shows that trust has positive effect on the intention of continuous use, and verifies the necessity of the antecedent factors (social presence, assurance, informativeness, economic feasibility, and seller reputation) for trust-building. This study provides strategy for the continuous growth of s-commerce, and suggests theoretical implication that explains the relationship between the characteristics of s-commerce and consumers.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.537-546
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• 2019

This study verified the factors influencing continuous intention to use of OTT service users through technology acceptance model and extension. For this purpose, the main results were derived through correlation analysis and path analysis using SPSS 21.0 program and AMOS 21.0 program. The summary is as follows. First, perceived ease of use was found to have a statistically significant positive effect on perceived usefulness. Second, perceived ease of use did not have a statistically significant effect on continuous intention to use. Third, the perceived usefulness has a statistically significant positive effect on continuous intention to use. Fourth, perceived innovativeness has a statistically significant positive effect on perceived ease of use. Fifth, perceived innovativeness has a statistically significant positive effect on continuous intention to use. Sixth, perceived playfulness has a statistically significant positive effect on continuous intention to use. The above results will be meaningful in that it has revealed a path to understand the extension of the technology acceptance model of OTT services and acceptance of OTT services.

• Journal of Digital Convergence
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• v.18 no.8
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• pp.133-149
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• 2020

The purpose of this study was to investigate the effect of perceived risk on continuous usage intention of Internet primary banks and to verify moderating effects of acceptance factors affecting customers' acceptance of Internet primary banks on the relationship between perceived risk and continuous usage intention. The study aims to find ways to cope with perceived risk and strategic measures of intention in order to increase the intention to continuous usage intention of Internet primary banks. For the analysis, interaction effect were conducted among a total of 457 surveys. As a results, First, perceived risks, acceptance factors and continuous usage intention of the customers of Internet primary banks were significantly correlated. Second, the types of perceived risks which have a significant effect on continued usage intention of Internet primary banks were found to be perceived financial and functional risks. Third, respect to moderating effects of moderator variables, usefulness was found to have a significant moderating effect on the relationship between perceived security risk and continuous usage intention. In addition, ease of use was shown to have a significant moderating effect on the relationship between each type of perceived risks and continuous usage intention. This study attempted to explore and seek strategies to reduce perceived risks and strategic plans for acceptance factors to increase continuous usage intention of Internet primary banks.

• Journal of Korea Multimedia Society
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• v.23 no.10
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• pp.1331-1338
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• 2020

Social viewing has become an increasingly common viewing pattern by combining SNS use with video-watching. Accordingly, social viewing has attracted much scholarly attention, but a more comprehensive understanding of the process and effects of social viewing is warranted. For this, this study incorporated social viewing motivations, viewer satisfaction, and the continuous use intention, taking the viewer's communicative behavior into account as a possible moderator. This study conducted an online survey (N=334). Among four motivations, enjoyment, sharing and expression were significant predictors of program and communication satisfaction. Information, however, was only associated with program satisfaction but not with communication satisfaction. The moderating effects of three communication behaviors, production, sharing, and reception, were discussed in the relationship between user motivations and viewing satisfaction and continuous use intention. Production behaviors played a significant moderating role in between enjoyment, information, sharing, and communication satisfaction. Sharing moderatied information, sharing, and program satisfaction, whereas reception was not a significant moderator.