| Summary: | 碩士 === 國立中興大學 === 電子商務研究所 === 97 === Rapid advances in cell phone technology have allowed users to access much more information and entertainment than ever before, and the demand for cell phone entertainment such as unique cell phone ring-tones, has become much more widespread. To satisfy the customer demands, many businesses and telecommunication companies, provide this kind of e-service on their websites. Thus, the main purpose of this research is to investigate how perceived website usability, trust, perceived value, customer satisfaction, and habits affect customer loyalty to e-telecommunication websites they visit.
A web-based survey of 579 users of Taiwan’s biggest bulletin board system (BBS) “MobileComm” tests the model proposed in this research. The response rate for the survey was 89.3%
The results of research indicate that customers are more trusting when they perceive the website to be usable. Results also demonstrate greater usability has a positive influence on customer satisfaction. Furthermore, perceived value has a positive influence on satisfaction and loyalty, and habit is a driver of trust and website loyalty. Thus, this research provides a tenable structure for researching customer loyalty, and forms a valuable basis for understanding customer loyalty in the e-telecommunication industry.
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