| Summary: | 博士 === 國立臺灣科技大學 === 企業管理系 === 92 === Advances in wireless technology increase the number of mobile device users and give pace to the rapid development of mobile commerce (m-commerce) conducted with these devices. While many companies are today making considerable investments to take advantage of the new business possibilities offered by wireless technology, report on m-commerce has shown that potential consumers may not use the systems in spite of their availability. In order to achieve m-commerce success, it has been reinforced that mobile service providers not only need to attract new customers, but also must retain them to ensure profitable repeat business. The purpose of the present study is to develop and validate a mobile commerce success model. Based on the prior studies regarding IS success model and theories, a comprehensive set of m-commerce success surrogates and hypotheses were proposed and a methodology for testing them was outlined. These hypotheses were tested empirically to demonstrate the applicability of the theoretical model. The results indicate that information quality, system quality, service quality, perceived monetary cost, perceived non-monetary cost, m-commerce customer satisfaction, and perceived value affect m-commerce customer loyalty directly or indirectly. Finally, the author discusses the managerial and theoretical implications of these results.
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