Title: A conceptual model of m-commerce customers' continuance intention based on the customers' perceived value

Authors: Xiaobo Wu, Qi Chen, Lingling Sheng, Ying Wang

Addresses: Room 410, Management School, Zhejiang University, Hangzhou 310058, Zhejiang Province, PR China. ' Room 2-503, Cuibai, Zijingang Campus, Zhejiang University, Hangzhou 310058, Zhejiang Province, PR China. ' 50 Nanyang Crescent, #07-19, School of Mechanical and Aerospace Engineering, Nanyang Technological University, Singapore 637598. ' Room 4-502, Ziyun, Zijingang Campus, Zhejiang University, Hangzhou 310058, Zhejiang Province, PR China

Abstract: In the research field of mobile commerce (m-commerce), attention is focused on customers| adoption of m-commerce. However, the success of enterprises depends on customers| long-term use. In this paper, through contrasting the dimensions of customers| perceived value and factors that affect the m-commerce customer|s behaviour, we propose the dimensions of m-commerce customer|s perceived value and the conceptions of these dimensions. Based on the key conception of m-commerce customers| perceived value, we extend the expectation-confirmation model for information technology and build a conceptual model of m-commerce customers| continuance intention.

Keywords: conceptual modelling; customer perceptions; perceived value; expectation-confirmation models; information technology; m-commerce; mobile commerce; continuance intention; consumer intentions.

DOI: 10.1504/IJMLO.2009.026311

International Journal of Mobile Learning and Organisation, 2009 Vol.3 No.3, pp.243 - 257

Published online: 06 Jun 2009 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article