Understanding foreign students’ continuance intention toward mobile telecommunication service: an integrative theoretical model

Authors

  • Chia-Lin Hsu Department of International Business Administration, Chinese Culture University
  • Yu-Hsiang Lin Department of International Business Administration, Chinese Culture University
  • Mei-Fang Chen Department of Business Management, Tatung University
  • Kamaporn Suraphatchara Department of International Business Administration, Chinese Culture University

DOI:

https://doi.org/10.7903/ijecs.1601

Keywords:

Mobile telecommunication service provider, continuance intention, theory of planned behavior (TPB), expectancy disconfirmation model (EDM), foreigner in Taiwan

Abstract

Mobile telecommunications service providers are facing greater pressure to increase continuance intention among their customers. At the same time, the number of foreign students studying Mandarin in Taiwan is increasing. However, there is no research on and discussion of factors affecting these students’ continuance intention in Taiwan’s mobile telecommunications industry. This study therefore uses the theory of planned behavior (TPB) and the expectancy disconfirmation model (EDM) to explain the factors affecting foreign students’ intention to continue using mobile telecommunications services. A web-based questionnaire survey is used to collect the primary data, and structural equation modeling (SEM) is used to test the proposed research model. The empirical results find that the three constructs of TPB (i.e. attitude, subjective norms, and perceived behavioral control) and the satisfaction construct of EDM have a significant and positive impact on foreign students’ continuance intention toward mobile telecommunications services. This study will enable Taiwan’s mobile telecommunications companies to adjust their marketing strategies to increase foreign students’ continuance intention.

 

To cite this document: Chia-Lin Hsu, Yu-Hsiang Lin, Mei-Fang Chen, and Kamaporn Suraphatchara, " UNDERSTANDING FOREIGN STUDENTS’ CONTINUANCE INTENTION TOWARD MOBILE TELECOMMUNICATION SERVICE: AN INTEGRATED THEORETICAL MODEL ", International Journal of Electronic Commerce Studies, Vol.9, No.2, pp.93-118, 2018.

Permanent link to this document:
http://dx.doi.org/10.7903/ijecs.1601

 

Author Biographies

Chia-Lin Hsu, Department of International Business Administration, Chinese Culture University

Chia-Lin Hsu is an associate professor in the Department of International Business Administration at Chinese Culture University. His research interests focus on e-commerce, internet marketing, service marketing, consumer psychology and behavior. He has published papers in the Industrial Management & Data Systems, Information Systems and E-Business Management, Systems Research and Behavioral Science, International Journal of Hospitality Management, International Journal of Tourism Research, International Journal of Operations & Production Management, Total Quality Management & Business Excellence, Trends in Food Science & Technology, Human Factors and Ergonomics in Manufacturing & Service Industries, Journal of Quality, Asia Pacific Journal of Marketing and Logistics, Food Quality and Preference, International Journal of Logistics Systems and Management, International Journal of Innovation, Management and Technology, Lecture Notes in Electrical Engineering, UACEE International Journal of Advances in Computer Science and its Applications, Journal of Quality Assurance in Hospitality and Tourism, Information Development, Telematics and Informatics, and Anatolia: An International Journal of Tourism and Hospitality Research.

Yu-Hsiang Lin, Department of International Business Administration, Chinese Culture University

Yu-Hsiang Lin is an assistant professor in the Department of International Business Administration, Chinese Culture University, Taiwan. He served as Chief Secretary of the Taiwan Institute of International Business Studies. His research interests focus on consumer psychology, word-of-mouth marketing, mobile marketing, and social media marketing. His research articles have been published in Taiwan Journal of Marketing Science, Journal of Research in Interactive Marketing, International Journal of Electronic Business Management, Lecture Notes in Electrical Engineering, Taiwan Journal of International Business Studies, Journal of Informatics and Electronics, International Journal of Enterprise Network Management, Telematics and Informatics, Information Technology for Development, Program, Management Review, Service Industry Management Review, and The Journal of Innovation Research & Development.

Mei-Fang Chen, Department of Business Management, Tatung University

Mei-Fang Chen is a professor in the Department of Business Management, Tatung University, Taiwan. She received a Doctoral Degree from the Institute of Business & Management at National Chiao Tung University, Taiwan in 2004. Her teaching and research interests focus on marketing, consumer behavior research, and decision sciences. She had published her academic research works in the International Journal of Advertising, Journal of Environmental Psychology, Journal of Cleaner Production, Asian Journal of Social Psychology, British Food Journal, International Journal of Hospitality Management, Food Control, Journal of Applied Social Psychology, Technovation, Internet Research, Health, Risk & Society, The Service Industries Journal, Appetite, Ethics & Behavior, Food Quality and Preference, Environment and Behavior, Journal of Business Ethics, Industrial Management & Data Systems, The Service Industries Journal, Asia Pacific Management Review, International Journal of Services Operations and Informatics, Risk Analysis, Applied Soft Computing, Food Quality and Preference, Journal of Management & Systems, International Journal of Biotechnology, International Journal of Information Technology & Decision Making, and Mathematical and Computer Modelling.

Kamaporn Suraphatchara, Department of International Business Administration, Chinese Culture University

Kamaporn Suraphatchara received her MBA degree in International Business Administration from Chinese Culture University, Taiwan, in 2015. Her research interests include mobile telecommunication, Internet marketing, and consumer behavior.

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Published

2019-03-17

Issue

Section

Network and telecommunication relative issues