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Title:
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INTENTION TO EXPAND USAGE AND RECOMMEND MOBILE DATA SERVICES |
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Author(s):
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Wen-Kuo Chen, Heng-Chiang Huang, Seng-Cho T. Chou |
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ISBN:
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978-972-8939-24-3 |
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Editors:
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Sandeep Krishnamurthy, Gurmit Singh and Maggie McPherson |
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Year:
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2010 |
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Edition:
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Single |
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Keywords:
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Mobile data service; Flow; Customer recommendation; Expanded usage |
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Type:
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Full Paper |
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First Page:
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61 |
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Last Page:
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68 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This study focuses on the users post-behavior. The authors develop a model to illustrate the creation of flow experience in using mobile data services and to examine how the flow experience accounts for the intention to expand usage and intention to make recommendation of mobile data services. The antecedents of flow experience are skills, challenges, clear goals, interactive speed, and personal interactivity. Data were gained from 450 users, who have used mobile data services. They are analyzed by using structural equation modeling techniques. The results revealed antecedents, with the exceptions of skills and personal interactivity have strong impacts on users flow experience, which in turns influence users intention to expand usage and recommendation of mobile data services. |
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