An Empirical Research:Factors Contributing To The Continuous Use Of3G Service

Most current discussions on3G service have been approached from technology or marketing perspective. Different from previous studies, this paper examines cognitive beliefs influencing users’intention to continue using3G service. From a practical point of view, it will help operators develop product and marketing strategies which has important value for3G market. From a theoretical perspective, it is not only a powerful complement on3G service, but also an active exploration of new media continuance.Drawing on theoretical and empirical findings from prior information system and mobile service continuance research, based on Expectation-Confirmation Model of Information Systems Continuance, Weighted and Calculated Needs for New Media and the concept of Subjective Norm, this study theorizes one theoretical model of3G service continuance. In this model, users’continuance intention is influenced by two factors:the active factors and the passive factors.Seven research hypotheses derived from this model are empirically validated by the survey of3G service users in Nanjing and Taizhou. The results suggest that users’ continuance intention is determined by their perceived usefulness, satisfaction and interpersonal influence. Users’satisfaction, in turn, is influenced by their perceived usefulness and weighted and calculated satisfaction from prior3G use. Perceived usefulness is influenced by users’weighted and calculated satisfaction. However, external influence exert no obvious influence on users’continuance intention. The study found that both the active and passive factors have a positive impact for users’ continuance intention, but the effect from the active factors is greater.Considering the new media use of3G service and the limitation of ECM-ISC, combined with the concepts of confirmation and weighted and calculated needs, this study is trying to develop a new variable-weighted and calculated satisfaction. In this way, this study has built a logical assumption:users’continuance is determined by their mental satisfaction, and users’mental satisfaction is influenced by their functional satisfaction. This is not only a supplement and extension of information systems continuance research, but also an exploratory study of new media continuous use.