| Summary: | 碩士 === 國立中正大學 === 資訊管理所 === 96 === As the rapid growth of the internet, web album has become an important part of
people’s daily live. People can use web album to share e-photo with friend and storage
e-photo. However, little research has been done to develop an integrated model of
user continuance intention behavior album based on theoretical foundation. In this
research, a theoretical model, based on satisfaction, perceived value and switching
costs, was developed to examine the factors that would affect customer’s continuance
intention. We hope this model can totally understand users’ behavior.
This research adopts the questionnaire investigation method of the network, the
main respondent are someone who pay the web-album. Five hundred valid
questionnaires were collected. A structural equation modeling was employed test
hypothesis. The result of study finds that as follows: the results show that web quality
has positive effect on customers’ satisfaction. Not only satisfaction but also perceived
value and switching costs have direct effect on customers’ continuance intention.
Theoretical and managerial implications are sound discussed.
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