Determinants of mobile value-added service continuance: The mediating role of service experience

In previous research, MVAS subscribers have been regarded as technology users. By adopting the service-dominant logic perspective from the service management discipline, this study proposes and empirically tests a model integrating both technology user and service consumer perspectives, emphasizing the role of service experience in MVAS continuance. The findings show that both technology excellence and service experience are principal determinants of MVAS continuance intention. Moreover, this study proposes the second-order factor structure of service experience and demonstrates the mediating role of service experience on the relationship between technology excellence and MVAS subscribers’ continuance intentions. The theoretical and practical implications are discussed.