A Study on Relationship between Mobile Added Value Service, Customer Satisfaction, Purchase Intention and Brand Loyalty Behavior--Integrated Technology Acceptance Model with Theory of Planned Behavior
碩士 === 東吳大學 === 國際貿易學系 === 94 === Due to the rapid advancement of telecommunication technology into the third generation (3G), the exploration of factors influencing added value services has become a major strategy to increase average revenue per user (APRU) for telecom system providers. Based on th...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2006
|
Online Access: | http://ndltd.ncl.edu.tw/handle/01063182848856374740 |
id |
ndltd-TW-094SCU05323023 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-094SCU053230232015-10-13T16:35:37Z http://ndltd.ncl.edu.tw/handle/01063182848856374740 A Study on Relationship between Mobile Added Value Service, Customer Satisfaction, Purchase Intention and Brand Loyalty Behavior--Integrated Technology Acceptance Model with Theory of Planned Behavior 行動通訊加值服務使用者滿意度、購買意向與品牌忠誠行為關係之研究-整合科技接受模型與計畫行為理論 Hsiu-Yuan Tsai 蔡秀媛 碩士 東吳大學 國際貿易學系 94 Due to the rapid advancement of telecommunication technology into the third generation (3G), the exploration of factors influencing added value services has become a major strategy to increase average revenue per user (APRU) for telecom system providers. Based on the technology acceptance model (TAM) and the theory of planed behavior (TPB), this study examines the relationship between customer satisfaction/purchase intention and brand loyalty behavior. A set of 1311 effective samples are collected and analyzed. Research subjects covering users of three major telecom system providers in Taiwan covering four major cities, Taipei, Taichung, Tainan and Kaoshiung, are surveyed. The results of regression analyses show that factors which derive not only from TAM-based perceived usefulness and perceived ease of use but also from TPB-based subject norm and perceived behavioral control preceding factors clearly exert positive effects through purchase intention on brand loyalty behavior. Huei-Fang Chen 陳惠芳 2006 學位論文 ; thesis 80 zh-TW |
collection |
NDLTD |
language |
zh-TW |
format |
Others
|
sources |
NDLTD |
description |
碩士 === 東吳大學 === 國際貿易學系 === 94 === Due to the rapid advancement of telecommunication technology into the third generation (3G), the exploration of factors influencing added value services has become a major strategy to increase average revenue per user (APRU) for telecom system providers. Based on the technology acceptance model (TAM) and the theory of planed behavior (TPB), this study examines the relationship between customer satisfaction/purchase intention and brand loyalty behavior. A set of 1311 effective samples are collected and analyzed. Research subjects covering users of three major telecom system providers in Taiwan covering four major cities, Taipei, Taichung, Tainan and Kaoshiung, are surveyed. The results of regression analyses show that factors which derive not only from TAM-based perceived usefulness and perceived ease of use but also from TPB-based subject norm and perceived behavioral control preceding factors clearly exert positive effects through purchase intention on brand loyalty behavior.
|
author2 |
Huei-Fang Chen |
author_facet |
Huei-Fang Chen Hsiu-Yuan Tsai 蔡秀媛 |
author |
Hsiu-Yuan Tsai 蔡秀媛 |
spellingShingle |
Hsiu-Yuan Tsai 蔡秀媛 A Study on Relationship between Mobile Added Value Service, Customer Satisfaction, Purchase Intention and Brand Loyalty Behavior--Integrated Technology Acceptance Model with Theory of Planned Behavior |
author_sort |
Hsiu-Yuan Tsai |
title |
A Study on Relationship between Mobile Added Value Service, Customer Satisfaction, Purchase Intention and Brand Loyalty Behavior--Integrated Technology Acceptance Model with Theory of Planned Behavior |
title_short |
A Study on Relationship between Mobile Added Value Service, Customer Satisfaction, Purchase Intention and Brand Loyalty Behavior--Integrated Technology Acceptance Model with Theory of Planned Behavior |
title_full |
A Study on Relationship between Mobile Added Value Service, Customer Satisfaction, Purchase Intention and Brand Loyalty Behavior--Integrated Technology Acceptance Model with Theory of Planned Behavior |
title_fullStr |
A Study on Relationship between Mobile Added Value Service, Customer Satisfaction, Purchase Intention and Brand Loyalty Behavior--Integrated Technology Acceptance Model with Theory of Planned Behavior |
title_full_unstemmed |
A Study on Relationship between Mobile Added Value Service, Customer Satisfaction, Purchase Intention and Brand Loyalty Behavior--Integrated Technology Acceptance Model with Theory of Planned Behavior |
title_sort |
study on relationship between mobile added value service, customer satisfaction, purchase intention and brand loyalty behavior--integrated technology acceptance model with theory of planned behavior |
publishDate |
2006 |
url |
http://ndltd.ncl.edu.tw/handle/01063182848856374740 |
work_keys_str_mv |
AT hsiuyuantsai astudyonrelationshipbetweenmobileaddedvalueservicecustomersatisfactionpurchaseintentionandbrandloyaltybehaviorintegratedtechnologyacceptancemodelwiththeoryofplannedbehavior AT càixiùyuàn astudyonrelationshipbetweenmobileaddedvalueservicecustomersatisfactionpurchaseintentionandbrandloyaltybehaviorintegratedtechnologyacceptancemodelwiththeoryofplannedbehavior AT hsiuyuantsai xíngdòngtōngxùnjiāzhífúwùshǐyòngzhěmǎnyìdùgòumǎiyìxiàngyǔpǐnpáizhōngchéngxíngwèiguānxìzhīyánjiūzhěnghékējìjiēshòumóxíngyǔjìhuàxíngwèilǐlùn AT càixiùyuàn xíngdòngtōngxùnjiāzhífúwùshǐyòngzhěmǎnyìdùgòumǎiyìxiàngyǔpǐnpáizhōngchéngxíngwèiguānxìzhīyánjiūzhěnghékējìjiēshòumóxíngyǔjìhuàxíngwèilǐlùn AT hsiuyuantsai studyonrelationshipbetweenmobileaddedvalueservicecustomersatisfactionpurchaseintentionandbrandloyaltybehaviorintegratedtechnologyacceptancemodelwiththeoryofplannedbehavior AT càixiùyuàn studyonrelationshipbetweenmobileaddedvalueservicecustomersatisfactionpurchaseintentionandbrandloyaltybehaviorintegratedtechnologyacceptancemodelwiththeoryofplannedbehavior |
_version_ |
1717772549656412160 |