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

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.