MC消费者持续使用行为演化分析

移动商务服务最终的成功依赖于消费者的持续使用。已有研究将焦点集中于移动商务相关服务的采纳和接受,忽视对消费者采纳后的持续使用行为研究。通过与采纳行为的比较,分析持续使用行为的特征,剖析了持续使用行为演化的内外部过程：外部演化是由短期有意识的持续使用行为向长期习惯性持续使用行为转变;内在演化是以基于ECM-IT模型隐含的认知变化为基本过程,行为反馈和惯例化阶段是对基本过程的补充。

Continuance and Its Evolution of Consumer in Mobile Commerce

The success of mobile commerce relies on consumers＇ continuance not on initial acceptance.Existing research focuses on pre-adoption phase（initial usage） and neglects the post-adoption phase,especially the continuance usage.This paper compares continuance with adoption,focuses on analyzing the characteristics of continuance,such as rational decision,Hedonic value,enjoyment value and network externality.The paper puts forward the external process of behavior evolution is from short-term and conscious continuance to long-term and habitual continuance,and internal process is the cognitive changes based on ECM-IT,while feedback of behavior and habitual phase is a complement of primary process.