A Study of Post-Purchasing Behavior toward Mobile Added-Value Services

• Main Authors: Jie Jiang, 姜捷
• Other Authors: Hsin-hsin Chnag
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/05214007760748243637

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 97 === Many studies have done research on perceived value in customer decision making. However, few studies have empirically assessed the direct effects of various perceived value dimensions on post-purchase behavior. This study uses mobile added-value services as a context in which to investigate post-consumption experience evaluations, examining how different value perceptions influence customer intentions to repurchase. In addition, the majority of mobile phone sales in developed mobile markets has shifted from first time purchases to upgrades. However, there is a dearth of research exploring the relationship between upgrading behavior and repurchase. As a result, our study also includes this relationship into the discussion. A web-based survey is employed in this study, and respondents are limited to those who have already used mobile added-value services. A total of 262 questionnaires were obtained. The framework of the perceived value formation process was tested by structural equation analysis, and the effect of upgrading behavior on repurchase was tested by a t-test. The results of this study indicate that consumer’s perceived values can be divided into two levels for analysis. The context-related perceived values have a significant effect on motivation to use, and motivation to use also influences customer’s perceived value. In conclusion, the perceived value formation process is reasonably explained, but the direct effects of multidimensional perceived value on repurchase intention are not significant, and the mobile 3G upgrading behavior has no effect on repurchase, either. This study suggests that mobile added-value service providers could create targeted marketing strategies for dissimilar segments and plan marketing communications that address the critical motivations driving continuous service use. Furthermore, upgrading to a 3G system is not the key solution to increase mobile added-value service usage. Exploring the killer-application is still the way to strive for.