Abstract
As untact service has expanded recently due to the COVID-19 pandemic, Rich Communication Services(RCS) are emerging as a tool to maximize the effects of digital marketing by reinforcing their two-way communication. There is a need for an approach to promote service qualities based on these characteristics. This study investigates the relationship between the service-quality factors of RCS and the intention of continuous use from the users’ perspective, including the eligibility of information from various information and contents, interactivity to enable two-way communication, and stability of platform-based services. The study used the basic concept of technology acceptance in which Technology Acceptance Model(TAM) was utilized for explaining the acceptance behavior of RCS. This study also analyzed the direct and indirect effects of affecting factors on the intention of continuous usage.
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