The Effect of Alternative Attractiveness and Bonds on Continuous Usage Intention of Customers in Mobile Telecommunication Services

作者：Park JaeSung; Kim KyoungAe; Kim JaeJon; Koh Joon^*

来源：Information-An International Interdisciplinary Journal, 2011, 14(11): 3655-3662.

• Mobile Telecommunication Service
• Alternative Attractiveness
• Bonds

Severe competition among firms is a hallmark of the Korean mobile telecommunications industry, largely because so many similar services are being provided in a saturated market. There are no significant differences among mobile communication providers in terms of 3G quality criteria in the Korean mobile telecommunications market. In this paper, we identify some factors that can affect the continuous usage intentions of customers that have used mobile telecommunication services. In our analysis of the responses obtained from 344 customers, the customers' continuous usage intentions were found to be affected by social alternative attractiveness, social bonds, structural bonds, and legal bonds.

• 出版日期2011-11