| Summary: | 碩士 === 國立中正大學 === 資訊管理所暨醫療資訊管理所 === 97 === The maturity of wireless technologies leads to vigorous development of mobile commerce. Although consumers can get better convenience and flexibility in the use of Mobile Internet (M-internet) services, the acceptance of consumers is still low.Therefore, the principal assignment of M-internet service provider is to focus on what consumers really need, and strengthen the perceived value of M-internet.
This study regards M-Internet as a Information and Communication Technology, and examines the continued use of M-Internet services from value maximization perspective. In our study, the 351 valid respondents were collected via internet survey and analyzed using structural equation modeling (SEM) with partial least squares approach. The result of this research shows that users can strengthen value perception and satisfaction by increasing benefits or lower costs when using M-Internet services and thus increase the intention of continued use. Furthermore, the more people get used to M-internet service, the more willingness of continued use they have.
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