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31220103ScienceResearchManagementVol.31,No.2March,2010:2008-10-29;:2009-03-08.:(70731001),2008.1-2011.12:(1981-10),(),,:,(1952-02),(),,,:IT(1966-05),(),,:(),(ISSP),:1000-2995(2010)02-008-0185,,(,430074):,541,,,,:;;;;;;:F27:A1,,,,Web,,Web,,,TNSGlobal8%,61%,55%,12%20072800,,,QQMSNPICA,,,,,,,,,,,,,,18620102211,[1],,,,(),,,,,,,,,[2],[3],[4],:H1212[5](SE2RVQUAL)Zeithaml,ParasuramanBerry,[6],,,,,,,SERVQUAL=-:(Tangi2bles)(Reliability)(Responsive2ness)(Assurance)(Empathy),LaiSMS[7],,,[8],,,,,:H2213,,,McKnight[9][10],,WangLin,[11],,,,,,:H3;H4214,,,2,:187Sheth(1991),(functionalvalue)(conditionalValue)(socialvalue)(emotionalvalue)(epistemicvalue)[12]YangJolly(2006)[13],,,,,,,,,,,,,,,,,,,,:H5:H6:H7:H8:215,,Burnham,[14],,,Albert,[15]Aydin,[16],,,,,:H9:,11Figure1researchmodel3311,1,,,lisrelPLS,,lisrel[17]312,,1882010,(backtranslation),,,,,,11Table1researchconstructsandmeasurementFV1FV2FV3EV1EV2EV3EV4SV1SV2SV3SV4MV1MV2MV3Sweeny&Soutar(2001)[18]SQ1SQ2SQ3Gefen(2002)[19],TR1,TR2,TR3Gefenetal.()SC1(,)SC2(,)SC3Shin&Kim(2007[20]CS1CS2,CS3Cronin(2000)[21],CL1CL2CL3LinWang(2006)313,,Likert,,,(pre-test)30,,,,,,,,541,89%30,56%,44%69%,27%,QQ,31%,,22%,8513%,,2,:189314,(CR,CompositeReliability)CronbachsAlpha,(AVE,AverageVarianceExtracted),2CR017,CronbachsAlpha017,;AVE015,[22][23]2Table2confirmatoryfactoranalysisAVECRCranbachAlphaTr10.860.7460.898Tr20.89Tr30.840.804Sq10.750.6360.839Sq20.85Sq30.790.809Fv10.750.5630.794Fv20.73Fv30.770.802Ev10.840.6850.897Ev20.83Ev30.81Ev40.830.822Mv10.720.5780.805Mv20.79Mv30.770.867Sv10.780.6450.879Sv20.78Sv30.82Sv40.830.837Sc10.770.6480.846Sc20.76Sc30.880.842Cs10.800.5890.811Cs20.72Cs30.780.794Cl10.820.6620.854Cl20.78Cl30.840.779:AVE=2i(2i)+((1-2i)),CR=(i)2(i)2+((1-2i)),i1:1234567;12,:=111+212+313+414+515+616+1=121+727+121+2lisrel,Lisrel20105,,,0154,(0123),(0116)(0114),,,54%64%2Figure2researchresults:3011,330105,33301001,n1s1Lisrel,32163,Jo2reskogSorbom[22],RMSEA01055,CFINFINNFIIFI019,AGFI0185,GFI019,Mac2Callum[24],19020103Table3Fitindices2/dfRMSEAGFIAGFICFINFINNFIIFI30.080.900.800.900.900.90.902.630.0550.870.850.970.950.970.97,,Logistic,4Wald341816,Wald181112,p010001,0105,logistic,HosmerLemeshowlogisticH-L[25],,,4LogisticTable4LogisticregressionBS.E.Wald0.6943330.18034.8160.0870.07618.112H-L23.15334,9,7,,,0154,,,,,,,,,,,,,,,,,,,,,,,,,,5,,,,,,,,,:,,,2,:191;,,,;,,;,,,,,,,,,,,:[1]Eggert,A.andW.Ulaga.Customerperceivedvalue:asubsti2tuteforsatisfactioninbusinessmarkets[J].JournalofBusiness&IndustrialMarketing,2002,17(2-3):107-118.[2]Oliver,R.L.Whenceconsumerloyalty?[J].JournalofMarketing1999,63(4):33-44.[3]Fornell,C..Anationalcustomersatisfactionbarometer:theSwedishexperience[J].JournalofMarketing1992,56(1):6-12.[4],,.[J].,2007,28(3):177-185.[5]Yoo,D.K.,Park,J.A..Perceivedservicequality:Analy2zingrelationshipsamongemployees,customers,andfinancialperformance[J].InternationalJournalofQuality&Reliabili2tyManagement2007,24(9):908-926.[6]Zeithaml,V.A.,L.L.Berry,Parasuraman,A..Thebe2havioralconsequencesofservicequality[J].JournalofMar2ketingResearch,1996,60(2):31-46.[7]Lai,T.L..ServiceQualityandPerceivedValuesImpactonSatisfaction,IntentionandUsageofShortMessageService(SMS)[J].InformationSystemsFrontiers,2004,6(4):353-368.[8],.SERVQUAL[J].,2007(3),63-69.[9]McKnight,D.H.andN.L.Chervany.Whattrustmeansine-commercecustomerrelationships:andinterdisplinarycon2ceptualtypology[J].Internationaljournalofelectroniccom2merce,2002,6(2):35-59.[10],.[J].,2008(3):185-188.[11]Lin,H.-H.andY.-S.Wang.Anexaminationofthede2terminantsofcustomerloyaltyinmobilecommercecontexts[J].Information&Management,2006,43:271-282.[12]Sheth,J.D.,Newman,B.I.,Gross,B.I..Consumptionvaluesandmarketchoice.Cincinnati[M].OH,SouthWest2ernPublishing.1991.[13]Yang,K.,Jolly,L.D..Value-AddedMobileDataServ2ices:TheAntecedentEffectsofConsumerValueonUsingMo2bileDataServices[J].InternationalJournalofMobileMar2keting,2006,1(2):11-17.[14]Burnham,T.A.,Frels,J.K.Mahajan,V..ConsumerSwitc2hingCosts:ATypology,Antecedents,andConsequences[J].JournaloftheAcademyofMarketingScience,2003,31(2):109-126.[15]Albert,C..Serviceloyaltytheeffectsofservicequalityandthemediatingroleofcustomersatisfaction[J].EuropeanJournalofMarketing,2002,36(7/8):811-828.[16]Aydin,S.,G.zerand.Arasil.Customerloyaltyandtheeffectofswitchingcostsasamoderatorvariable:AcaseintheTurkishmobilephonemarket[J].MarketingIntelligence&Planning,2005,23(1):89-103.[17],.[J].,2007,12(6):59-65.[18]Sweeny,J.C.,&Soutar,G.N..Consumersperceivedval2ue:Thedevelopmentofamultipleitemscale[J].JournalofRetailing,2001,77(2):203-220.[19]Gefen,D.Customerloyaltyine-commerce[J].JournaloftheAIS,2002,3(2):27-51.[20]Shin,D.-H.andW.-Y.Kim.Forecastingcustomerswitchingintentioninmobileservice:Anexploratorystudyofpredictivefactorsinmobilenumberportability[J].Tech2nologicalForecasting&SocialChange,inpress,Availableonline19June2007.[21]Cronin,JJoseph;BradyK.MichaelHult,G.Thomas.As2sessingtheEffectsofQuality,ValueandCustomerBehavioralIntentionsinServiceEnvironments[J].JournalofRetailing,2000,76(2):193-218.[22]Fornell,C.andD.F.Larcker.Evaluat