초록 열기/닫기 버튼
Most people use smartphones to communicate with others, find information, have fun, and manage their everyday lives. In addition to traditional services, smartphone services can now be used to provide advanced mobile services, including banking service, e-commerce, chat room, gaming, and parking services, etc. With the active smartphone users exceeding 557 million by the end of 2014, China has now become the largest smartphone market in the world. Thus, smartphone service providers expect customers to widely accept and use these new services. There were a few studies conducted about user acceptance and continuous usage intention of mobile service. However, it is not clear what factors attract people to reuse smartphone services. This paper examines continuous usage intention of smartphone services for Chinese customers. We suggest a research model that reflects individual characteristics and usage context of smartphone services, and that analyzes the structural relationship between perceived value, perceived playfulness, and continuous usage intention through empirical study. Theoretical and practical implications of the findings will be presented.
