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With the development of intelligent terminals and mobile applications,the influence of continuous improvement on mobile content services to the continuance use intention is more and more significant.Based on the expectation-confirmation theory and information system continuance use theory,this paper proposes a mobile content continuance use model and puts forward related assumptions under the mobile commerce environment by introducing the continuous improvement variables.Questionnaire data are collected from 219 mobile content service users for research,and the hypothetical model is validated by the structural equation modeling.Results show that the information system continuance use model is still valid under the mobile commerce environment,and the continuous improvement on mobile content services have positive impacts on user’s expectations after they have experienced certain mobile content services.
With the development of intelligent terminals and mobile applications, the influence of continuous improvement on mobile content services to the continuance use intention is more and more significant. Based on the expectation-confirmation theory and information system continuance use theory, this paper proposes a mobile content continuance use model and puts forward related assumptions under the mobile commerce environment by introducing the continuous improvement variables. Questionnaire data are collected from 219 mobile content service users for research, and the hypothetical model is validated by the structural equation modeling. Results show that the information system continuance use model is still valid under the mobile commerce environment, and the continuous improvement on mobile content services have positive impacts on user’s expectations after they have experienced certain mobile content services.