Understanding foreign students’ continuance intention toward mobile telecommunication service: an integrative theoretical model

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2019-03-17 DOI:10.7903/ijecs.1601

Chia-Lin Hsu, Yu-Hsiang Lin, Mei‐Fang Chen, Kamaporn Suraphatchara

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引用次数: 2

Abstract

Mobile telecommunications service providers are facing greater pressure to increase continuance intention among their customers. At the same time, the number of foreign students studying Mandarin in Taiwan is increasing. However, there is no research on and discussion of factors affecting these students’ continuance intention in Taiwan’s mobile telecommunications industry. This study therefore uses the theory of planned behavior (TPB) and the expectancy disconfirmation model (EDM) to explain the factors affecting foreign students’ intention to continue using mobile telecommunications services. A web-based questionnaire survey is used to collect the primary data, and structural equation modeling (SEM) is used to test the proposed research model. The empirical results find that the three constructs of TPB (i.e. attitude, subjective norms, and perceived behavioral control) and the satisfaction construct of EDM have a significant and positive impact on foreign students’ continuance intention toward mobile telecommunications services. This study will enable Taiwan’s mobile telecommunications companies to adjust their marketing strategies to increase foreign students’ continuance intention. To cite this document: Chia-Lin Hsu, Yu-Hsiang Lin, Mei-Fang Chen, and Kamaporn Suraphatchara, " UNDERSTANDING FOREIGN STUDENTS’ CONTINUANCE INTENTION TOWARD MOBILE TELECOMMUNICATION SERVICE: AN INTEGRATED THEORETICAL MODEL ", International Journal of Electronic Commerce Studies, Vol.9, No.2, pp.93-118, 2018. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1601

查看原文本刊更多论文

理解留学生对移动通信服务的继续意向:一个整合的理论模型

移动电信服务提供商面临着更大的压力，要求他们提高客户的持续意向。与此同时，在台湾学习汉语的外国学生人数正在增加。然而，对于影响这些学生在台湾移动通信行业继续意向的因素，目前还没有研究和讨论。因此，本研究采用计划行为理论（TPB）和期望不确认模型（EDM）来解释影响外国学生继续使用移动电信服务意愿的因素。基于网络的问卷调查用于收集原始数据，并使用结构方程建模（SEM）来测试所提出的研究模型。实证结果发现，TPB的三个结构（即态度、主观规范和感知行为控制）和EDM的满意度结构对外国学生对移动电信服务的持续意向有显著而积极的影响。本研究将有助于台湾移动通信公司调整其营销策略，以增加留学生的继续意向。引用本文件：徐佳琳、林玉祥、陈美芳和Kamaporn Surapatchara，“理解外国学生对移动通信服务的持续意愿：一个综合的理论模型”，《国际电子商务研究杂志》，2018年第9卷，第2期，第93-118页。本文件的永久链接：http://dx.doi.org/10.7903/ijecs.1601

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.