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    題名: Exploring Task-Service Fit and Usefulness on Branded Applications Continuance
    作者: Yu-Hui Fang
    關鍵詞: Continuance intention;Service-dominant logic;Branded applications;Goods-dominant logic;Psychological barriers;Task-service fit
    日期: 2017-10
    上傳時間: 2018-03-02 12:13:25 (UTC+8)
    出版者: Emerald Publishing Limited
    摘要: Purpose – Providing that branded applications (apps) became a new trend in mobile marketing, the purpose of this study, thus, is to explore how to
    promote app users’ continuance intention and purchase intention (i.e. “app continuance”) toward a specific branded app.
    Design/methodology/approach – By integrating both goods-dominant logic (GDL) and service-dominant logic (SDL), this study uses a unifying
    model to examine whether perceived usefulness and task-service fit (TSF) have different effects on the two parts of app continuance. This study
    identifies task characteristic and four service characteristics (interactivity, presence, localization and ubiquity) as antecedents of TSF. Furthermore,
    psychological barriers are examined as mediators of TSF and purchase intention within SDL. Data collected from 631 users of the targeted branded
    apps support all of the proposed hypotheses.
    Findings – The findings show that besides perceived usefulness, TSF is an essential determinant of both app continuance in the context of branded
    apps and a partial mediator of psychological barriers between TSF and purchase intention.
    Originality/value – Unlike prior studies, which have focused on traditional GDL to examine continuance intention, this study incorporates SDL and
    the notion of psychological barriers to explore such matters. The evidence concerning the significantly higher explanatory power of the full model
    suggests that a deeper understanding of the antecedents of app continuance is possible when the alternative view is taken into consideration, thus
    providing a promising avenue for future research.
    關聯: Journal of Services Marketing 31(6), p.574-588
    DOI: 10.1108/JSM-07-2016-0256
    顯示於類別:[會計學系暨研究所] 期刊論文

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