m-Brand loyalty and post-adoption variations for the mobile data services: Gender differences.
This paper uses the value brand model in an attempt to determine the factors affecting post-adoption intentions through brand loyalty for the mobile data services. Data were collected online from 1266 respondents. The structural equation modeling was used to test the research model. The results show...
| Publicado en: | Computers in Human Behavior Vol. 27; no. 6; pp. 2364 - 2372 |
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| Formato: | Artículo |
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Elsevier Science
November 2011
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=525474546&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 525474546 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 07475632 JC4 jtl: Computers in Human Behavior issn: 07475632 maglogo: N pubinfo: dt: November 2011 vid: 27 iid: 6 pid: 2410 pub: Elsevier Science artinfo: ui: 525474546 10.1016/j.chb.2011.07.015 ppf: 2364 ppct: 8 formats: tig: atl: m-Brand loyalty and post-adoption variations for the mobile data services: Gender differences. aug: au: Lee, Ya-Ching su: Pocket computers Brand choice sug: subj: Pocket computers Brand choice keyword: Sex differences ab: This paper uses the value brand model in an attempt to determine the factors affecting post-adoption intentions through brand loyalty for the mobile data services. Data were collected online from 1266 respondents. The structural equation modeling was used to test the research model. The results show that post-adoption intentions are directly influenced by intangible attributes. Product deliverables and intangible attributes indirectly affect post-adoption intentions via m-brand loyalty. However, the results of current research do not show any effects of price on post-adoption intentions. The results also show genders differences in post-adoption intentions. Practical suggestions are provided. This paper advances our knowledge of post-adoption variations in business-consumer contexts and mobile business from the perspectives of utilitarian and non-utilitarian values of the mobile data services. This paper also contributes to the theory of post-adoption by offering across-gender examination. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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