Behavior Mechanism of Internet Product Consumers Transferring from Personal Computer Terminal to Mobile Terminal

Abstract

This paper attempts to disclose the reasons for consumers of the parent product at PC terminal to the extended product at the mobile terminal. Based on the classical theories of brand extension, technology acceptance and continuance intention, three new factors, namely, perceived integrity, irreplaceability and new value recognition, were introduced and a hypothetical model was put forward and tested through empirical analysis. The empirical results show that the satisfaction of the parent product does not affect the continuance intention of the extended product. Specifically, the perceived ease-of-use of the extended product mediates the relationship between the satisfaction of the parent product and the continuance intention of the extended product. The perceived irreplaceability of the extended product has a positive impact on the continuance intention, so do the new perceived value and perceived integrity.