This study addresses the critical challenge of low 5G user retention in China, despite extensive infrastructure development. Moving beyond traditional adoption models, we investigate post-adoption continuance intention using a novel integration of the Expectation-Confirmation Model (ECM) and the Value-Based Adoption Model (VAM). Uniquely, we explore the impact of telecom investment strategies—specifically, co-investing vs. independently investing firms—on user perceptions and loyalty. Based on 508 valid responses and multi-group structural equation modeling, we find that while satisfaction and perceived value are key drivers of continuance intention, users’ value perception is shaped differently depending on the investment model. This study is among the first to empirically link telecom infrastructure investment models with user continuance intention. The results provide actionable insights for telecommunications operators and governments seeking to improve long-term 5G adoption and retention.