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Chang, Younghoon
Kim, Min-Kyoung
Kim, Yaeeun
Park, Myeong-Cheol
Year of Publication: 
Series/Report no.: 
8th International Telecommunications Society (ITS) Asia-Pacific Regional Conference, Taiwan, 26 - 28 June, 2011: Convergence in the Digital Age
The development and complexity of mobile and smart technologies continues to evolve with a greater speed, attention needs to be turned to the possibility of continuous development. It has become important to monitor users’ post-purchase behavior in order to understand their continued use of smartphones and other smart devices. This study posits interactivity as a key variable to describe customer satisfaction and continuance intention in using smartphones. We classify interactivity into five sub-dimensions: system quality, network quality, contents quality, customer support, and compatibility. The established model in this study was empirically examined through survey research. Structural equation modeling demonstrated several key findings: contents quality is the most influential factor in shaping satisfaction, followed by compatibility, system quality, and customer support. The results also showed that satisfaction has a positive effect on the continuance intention. In addition, network quality had a positive direct effect on the continuance intention. Users also exhibit significant differences in post-purchase behavior, depending on their operating systems. These results will be helpful for the practitioners to further deliver appropriate service strategies for strengthening ongoing relationship with their customers.
Continuance Intention
Document Type: 
Conference Paper

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