Consumers Mobile Internet Service Satisfaction and their Continuance Intentions

The mobile (wireless) service market has been rapidly growing along with the development of a variety of wireless applications and services and the increasing number of mobile Internet users. In this rapidly changing market environment, understanding users’ satisfaction with mobile Internet service, the dimensions of service quality, and their intentions to use current service is important to both industry players and researchers. Due to the relative novelty of mobile Internet service, few studies have examined the combination of consumers’ perceived dimensions of mobile Internet service quality, service satisfaction, and their continuance Intention. Thus this study explores perceived mobile Internet service dimensions, develops a framework for mobile Internet service quality, and tests the relationships between customer’s satisfaction with perceived service quality dimensions and overall satisfaction with the service. This study further investigates the relationships between satisfaction and customer’s new technology adoption intention. A survey of mobile Internet subscribers in Korea provides the data for this study.