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Factors affecting reuse intention of mobile value-added services: A statistical examination

Abstract In this paper, a research model that describes factors affecting the reuse intention of mobile value-added services (MVASs) is proposed and examined by using structural equation model. Based on 510 valid samples who are experienced in using MVAS, statistical investigation revealed several findings as follows. First, users are likely to view the service quality of MVASs as important when developing confirmation and satisfaction, which leads to continued use intention. Second, users are likely to accept that involvement of MVAS is effective in sustaining strong satisfaction and reuse intention. Third, users are unlikely to apply perceived usefulness as a significant predicator of satisfaction of MVASs, but are likely to recognize it as a direct and significant facilitator of reuse intention for MVASs. Finally, users do not see the importance of perceived playfulness as increasing satisfaction toward reuse intention of MVASs. Discussions and implications are also addressed.