An Investigation of Mobile Communication Application for Users’ Behavior Intention – A study in Northern, Middle and Southern Taiwan

• Main Authors: Yi-HuiLin, 林宜慧
• Other Authors: Chung-Cheng Wu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/64cn9h

碩士 === 國立成功大學 === 統計學系碩博士班 === 101 === In recent year, using Mobile Communication Application become a trend as the prevalence of smart phone. According to the investigation of institute for information industry, surfing social network is the most often to do in wireless on line. It causes the sensation on free communication software to replace the expense of telephone bill. Under such severe competition, the company should promptly establish the marketing research. Increasing the contentment and loyalty to the customer is the main issue for the company. In this research, we study the people who lived in North, Middle Southern, with the experience using communication software before. We apply the stratified sampling to collect data on online questionnaire. Furthermore, in the basis of DeLone and McLean (2003) information system success of model and Wang (2008) the respecified e-commerce system success model, the research study the vital statistics by ANOVA then, state the influence for difference software to our study. We also construct suitable LISREL model to explore the relations with system quality, information quality, service quality, perceived value, customer satisfaction and behavioral intention. This study verifies that there has the relationship of system quality, information quality, service quality, perceived value, customer satisfaction and behavioral intention. Therefore, the communication software company should enhance the perceived value to raise the positive behavioral intention to customer. In addition, let the customer be loyal to the product. Finally, this study will suggest some idea for the future research.