There is a large-scale telecommunication network in Taiwan. A lot of mobile phone subscribers in Taiwan have risen from year to year. In this situation, the mobile telecommunication services providers are facing more intense of how to increase the users’ continuance intention. However, there are few related studies on the factors affecting users’ continuance intention in the mobile telecommunication industry in Taiwan. Besides, in recent year, due to the number of foreign students was increasing in Taiwan. The sample in the research focused on foreign students studying Mandarin in Taiwan. Specifically, this study employed the Theory of Planned Behavior (TPB) and Expectancy Disconfirmation Model (EDM) to explore the factors affecting a foreign student’s continuance intention toward mobile telecommunication service. A web-based questionnaire survey was used to collect primary data and it was analyzed by using SPSS to engage in the profile of respondents, reliability and validity analysis. In addition, structural equation modeling (SEM) was used to test the model. The empirical results implied that TPB and EDM has a positive impact on users’ continuance intention toward mobile telecommunication service. The results of this study can be contributed to Taiwan’s mobile telecommunication service and marketers to adjust their marketing strategies to increase customer’s satisfaction and continuance intention.
