Determinants of Continuity in Mobile Commerce Value Chain Relationships

摘要：

the long-term partnership and strategic alliances between mobile network operators (MNO) and content providers (CP) in mobile commerce value chain (MCVC) is critical to the successful of mobile commerce. In this study, drawing on relationship marketing literature, we examine determinants of relationship continuity in an emerging mobile commerce value chain context A research model included dependence, shared values, satisfaction, commitment, and relationship continuity is developed and empirically tested against data collected from 118 content providers of China Mobile. The results of structural equation modeling analysis indicated that dependence and shared value are both important antecedents of satisfaction and commitment;in turn, satisfaction and commitment are jointly important determinants of relationship continuity in mobile commerce value chain in China. Implications for theory and practice as well as limitations and future directions are discussed.

关键词： mobile commerce value chain relationship marketing satisfaction commitment continuity

作者: Shuiqing Yang Zhiyu Chen Yuzhi Cao Chaoqun Han

作者单位: School of Management, Huazhong University of Science and Technology Wuhan, P.R.China

会议类型: 国际会议

会议名称: 2010 International Conference on Future Information Technology(2010年未来信息技术国际会议 ICFIT 2010)

会议地点: 长沙

会议语种:英文

页码: 215-219

在线出版日期: 2010-12-14（万方平台首次上网日期，不代表论文的发表时间）