Deconstructing mobile commerce service with continuance intention

Results showed: consumers might not use the m-commerce service in the future without being totally satisfied with the system and their customer values, and mobile technology trusting expectations were very important in the continued m- commerce service usage behaviour.

Abstract

This study develops a theory of personal values and trust in mobile commerce (m-commerce) service systems. Research hypotheses involve the satisfaction formation processes and usage continuance intentions in m-commerce service context, and the participator is selected from three private wireless telecommunication service providers in Taiwan. Results showed: consumers might not use the m-commerce service in the future without being totally satisfied with the system and their customer values; mobile technology trusting expectations were very important in the continued m-commerce service usage behaviour; and the providers might not fulfil the m-commerce service need for consumers, but satisfied with the m-commerce service delivered.