A Model Construction and Analysis of Customer Behavior Intention--The Case of Mobile Value-Added Service

• Main Authors: Pi-fen Chang, 章碧芬
• Other Authors: Hsin-kuang Chi
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/51212262318209087627

碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 96 === 　　The purpose of this study was to explore the relationship among the perceived risk, perceived price, service quality, information quality, customer perceived value, customer satisfaction and the behavior intention in mobile value-added services. The sample was the consumer who had served the mobile value-added service. A total of 383 subjects joined in responding the questionnaire. Study the assumption relation in the model by the Structural Equation Modeling identification. 　　 　　The overall empirical results supported the proposed hypotheses. This study found: (1) The customer perceived value is subjected to factor influences such as perceived risk, perceived price and service quality, and the influence effect of perceived price to customer satisfaction was the biggest. (2) The customer satisfaction is subjected to factor influences such as perceived price, service quality and information quality. (3) The customer perceived value positively influenced customer satisfaction. (4) The customer perceived value and satisfaction positively influenced behavioral intentions. (5) The relationship between service quality and behavioral intentions was not direct, besides make use of to competition model to identify service quality and behavior intentions of intervening relation. 　　 　　The results indicated that, customer perceived value and customer satisfaction were good intervening variable. In expression, the service quality will penetrate customer perceived value and customer satisfaction has the indirect influence effect to behavior intentions. This research suggestion promoted the customer perceived value and customer satisfaction on the mobile industry in draws up the marketing strategy in the plan as important factor. This research result will provide to a direction of reference of each motion industry.