Exploring mobile application customer loyalty: The moderating effect of use contexts

研究成果: 雜誌貢獻文章

39 引文 斯高帕斯(Scopus)

摘要

The purpose of this study is to develop and test a conceptual model that offer a value perspective in our understanding of free mobile applications. The study validates the moderating effect of use contexts on the relationship between value components and perceived value, and this is then utilized to determine perceived value, satisfaction and loyalty for the example of a free communication mobile application. The method of obtaining quantitative data was that of the instrument of a survey questionnaire. The empirical results pull from a sample of users and potential users that had previously visited several free mobile applications and suggest that there is a relationship among value, perceived value, satisfaction, and loyalty with regard to the value perspective. Findings also indicated that use contextual factors have a significant moderating effect on the relationship between value components and perceived value. The results of the study will help marketers to address the key factor which influences consumer free mobile application loyalty and to improve service provider performances to meet consumer needs. The value component perspective is novel and usable in explaining the intention of mobile application consumers to use, and these findings may be generally applicable to marketers and consumers.
原文英語
頁(從 - 到)678-690
頁數13
期刊Telecommunications Policy
39
發行號8
DOIs
出版狀態已發佈 - 九月 1 2015
對外發佈Yes

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Information Systems
  • Electrical and Electronic Engineering

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