Empirical investigation on continuous usage of mobile video technology by customers in China: An extended TAM

Mobile usage in the field of mobile payment, mobile e-commerce, and mobile gaming have increased considerably in China, however the usage of mobile videos has not been increasing considerably. Thus, the main purpose of this study is to investigate the continuous usage of mobile video technology by the customers in China. Quantitative research method was applied to get an appropriate view of customers using social media as the mode of interactions in China. Additionally, SPSS 22.0 & SmartPLS 3 to offer statistical evidence that the relationship among the constructs would be statistically significant. This research findings has indicated several important findings regarding the interrelationships between quality dimensions, service quality from the customers' perspective, their satisfaction, service, system and information quality and intention for future service usage, the results have enhanced the understanding of the service quality, system quality and information quality of the media industry of China, especially for the young generation who are heavily influenced by technology. From the management’s perspective, management practices need to be taken into consideration as they also affect customer perceptions of service quality. Managers of service quality need to develop practices which help in managing employees and service processes. (Abstract by authors