Nâng cao ý định sử dụng tiếp tục ứng dụng di động của khách hàng trong ngành dịch vụ

Journal of Services Marketing - Tập 32 Số 6 - Trang 680-691 - 2018
Seonjeong Lee1
1Kent State University, Kent, Ohio, USA

Tóm tắt

Mục đích

Nghiên cứu này nhằm mục đích điều tra thực nghiệm các cách để nâng cao ý định sử dụng tiếp tục ứng dụng di động của khách hàng dựa trên mô hình chấp nhận thông tin.

Thiết kế/phương pháp/tiếp cận

Nghiên cứu này đã tiến hành một khảo sát trực tuyến, cắt ngang, tự quản lý, tuyển mộ người dùng ứng dụng di động tại Hoa Kỳ.

Kết quả

Kết quả xác định rằng cả chất lượng lập luận và độ tin cậy của nguồn thông tin đều có ảnh hưởng tích cực đến tính hữu ích của các ứng dụng nhãn hiệu và các tương tác parasocial. Kết quả cũng xác nhận ảnh hưởng tích cực đến tính hữu ích của ứng dụng nhãn hiệu và tương tác parasocial liên quan đến ý định sử dụng tiếp tục ứng dụng nhãn hiệu.

Tính độc đáo/gía trị

Nghiên cứu này làm phong phú thêm hiểu biết về hành vi sử dụng ứng dụng di động, mở rộng mô hình chấp nhận thông tin trong ngành dịch vụ.

Từ khóa


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