Examining the Determinants of Mobile Commerce User Repurchase Behavior

Mobile service providers often invest heavily on attracting new customers. If these new customers cannot be transformed into loyal ones, service providers will bear great loss. To improve user repurchase behavior, service providers can take measures to directly promote user repurchase on the one hand. On the other hand, they need to curb users' switching behavior. From these two perspectives, this paper examined the effect of trust, satisfaction as "enablers" and switching barriers as "inhibitors" on mobile users repurchase behavior. The results showed that these three factors had significant effect on user repurchase intention. Service quality and perceived value strongly affected trust and satisfaction, while switching cost determined switching barrier.