Assessing the key factors influencing 4G users' intentions to upgrade to 5G networks

This research examines how 4G network quality (i.e., speed, coverage, and call and text quality), media reviews, 5G promotion, and 5G perceived cost affect 5G perceived value, customer satisfaction, and corporate image toward a mobile network provider. These factors consequently influence loyalty and intention to use 5G from the perspective of customer-based brand equity. The results show the following key effects. (1) Network coverage and speed of 4G have positive effects on corporate image; (2) Call and text quality of 4G has a significantly positive effect on satisfaction, but a significantly negative effect on 5G perceived value. These findings imply that the high quality of call and text of 4G offered by current providers may reduce the perceived value of 5G, as users may feel that their current 4G service is already good for use. However, 5G technology is still progressing. (3) Media reviews have positive effects on corporate image and 5G perceived value, but significantly negative effects on customer satisfaction. These findings suggest that media reviews enhance corporate image and value perceptions. However, the heightened expectations they create may lead to reduced customer satisfaction; (4) 5G perceived value is the primary driving force of customers’ intention to use 5G, and 5G promotion is the strongest predictor among the factors influencing this perceived value; (5) Customer satisfaction with mobile network providers negatively relates to intention to use 5G, but positively relates to loyalty. Customer satisfaction can thus lead to the intention to use 5G through customer loyalty. Lastly, theoretical and practical implications for mobile service providers are discussed.