| Summary: | 碩士 === 元智大學 === 國際企業學系 === 97 === Different from previous literatures, a reverse sequence was used to discuss customers'' switching behavior in terms of mobile generational services. This reflected the post-adoption of previous-generation services to pre-adoption of next-generation services. Supposedly, with more content and better connection developed for 3G mobile data services (MDS), those who have used 2G MDS are very likely to switch. Yet, the phenomenon thus far hasn’t been able to explain this inequality. Therefore, the purpose of this paper is to investigate the migrating pattern between previous and future-generation services adoption. Services were categorized into two parts to investigate, that are, communication and entertainment services, respectively. From the new findings obtained from student samples, we knew that for both services, the perceived old generation’s system quality will affect the perceived newer generation’s usefulness and perceived newer generation’s enjoyment; however, the past usage experience, i.e, perceived system quality and satisfaction have little to do with the successive service’s adoption.
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