Study on Repurchase Intention of Tencent Video Chargeable Service Based on Expected Confirmation Model

JU-XIANG ZHANG, ZHI-HAO CAI

Abstract


Based on the theory of perceived value, the expected confirmation model is reconstructed and extended appropriately. The Perceived Usefulness is divided into two dimensions of perceived value: Perceived Benefits and Perceived Sacrifice, and including six dimensions of perceived value: Perceived Usefulness, Perceived Ease of Use, Perceived Entertainment, Perceived Image Effect, Perceived Price, Perceived Risk. Through empirical analysis, it is verified that Perceived Usefulness, Perceived Ease of Use, Perceived Entertainment, Perceived Image Effect and Confirmation have a positive impact on Satisfaction, while Perceived Price and Perceived Risk have a negative impact on Satisfaction, and these related factors of perceived value can indirectly influence Repurchase Intention through Satisfaction. In addition, Perceived Usefulness, Perceived Entertainment and Perceived Image Effect have positive effects on Repurchase Intention, but Perceived Ease of Use has no significant effect on Repurchase Intention, while Perceived Price and Perceived Risk have negative effects on Repurchase Intention.

Keywords


Repurchase Intention, Expectancy Confirmation Model, Chargeable Services, Tencent Video.Text


DOI
10.12783/dtem/icem2019/31213

Full Text:

PDF

Refbacks

  • There are currently no refbacks.