The Effect of Smartphone Satisfaction on Attitudinal Loyalty and Intention of Continuous Use: The Moderating Effect of Expectation Confirmation

Abstract

The purpose of this study is to investigate the effect of perceived usefulness and perceived playfulness on the intention of continuous use of smartphone and the moderating effect of expectation confirmation, and suggests its implications. AMOS 18.0 was used for measurement model and hypothesis testing. The results of the analysis are as follows. First, perceived usefulness has a positive effect on satisfaction, attitudinal loyalty, and intention of continuous use. Second, perceived playfulness has a positive effect on satisfaction and intention of continuous use, but it does not affect attitudinal loyalty. Third, satisfaction has a positive effect on attitudinal loyalty and intention of continuous use. And attitudinal loyalty positively influences intention of continuous use. Fourth, the moderating effects of expectation confirmation in the relationships between satisfaction, attitudinal loyalty, and intention of continuous use are not statistically significant. The implications and limitations of the study are suggested in the conclusions.