Chang, Younghoon Kim, Min-Kyoung Kim, Yaeeun Park, Myeong-Cheol
Year of Publication:
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.