How Important Are Enjoyment and Mobility for continuance with mobile date services.docx
- 文档编号:12711409
- 上传时间:2023-04-21
- 格式:DOCX
- 页数:37
- 大小:82.41KB
How Important Are Enjoyment and Mobility for continuance with mobile date services.docx
《How Important Are Enjoyment and Mobility for continuance with mobile date services.docx》由会员分享,可在线阅读,更多相关《How Important Are Enjoyment and Mobility for continuance with mobile date services.docx(37页珍藏版)》请在冰豆网上搜索。
HowImportantAreEnjoymentandMobilityforcontinuancewithmobiledateservices
HowImportantAreEnjoymentandMobilityfor
ContinuancewithMobileDataServices?
JuneLu*
SchoolofBusinessAdministration
UniversityofHouston-Victoria
luj@uhv.edu
ChangLiu
CollegeofBusiness
NorthernIllinoisUniversity
cliu@niu.edu
JuneWei
CollegeofBusiness
UniversityofWestFlorida
Email:
jwei@uwf.edu
*:
Correspondingauthor
HowImportantAreEnjoymentandMobilityfor
ContinuancewithMobileDataServices?
Abstract:
Thispaperinvestigatesthefactorsimpactingusers’continuanceintentionsonusingmobiledataservices.Specifically,asecond-stagecontinuancemodelisrevisedandtestedwithafocusonbothhedonicandutilitarianneeds.Theconstructsofenjoymentandmobilityareusedtoderiveasetofhypotheses.Aninstrumentisdevelopedtocollectdatafrom584subjects.Statisticalanalysessuchasstructuralequationmodelingareconductedoncollecteddataforhypothesestesting.Thefindingsshowthatbothutilitarian(mobility)andhedonic(enjoyment)constructshelptopredictcontinuanceintentiontowardmobiledataservicesviasmartphones.Thesalienceofdisconfirmationandbeliefsinmobilityandenjoymentdrivessatisfactionandattitudechangestowardcontinuanceintentions.Moreover,perceivedmobility,enjoymentandsatisfactionconstructsjointlyexplainedalmost80percentofthevarianceinpost-usageattitude.Theoreticalandpracticalimplicationsarealsopresentedanddiscussed.
Introduction
Withrapidproliferationof3Gand4Gwirelessbroadbandnetworksandmobiledevicessuchassmartphonesandtabletcomputers,mobileInternetdataservicesareenjoyingthelevelofpopularitywhichwasneverexperiencedbyanypreviousmobilecomputingtechnologies.Amobiledevice,bycommonunderstanding,referstoasmall,hand-heldcomputingdevice,typicallyhavingadisplayscreenwithtouchinputand/oraminiaturekeyboardandweighinglessthan2pounds.Smartphones,PersonalDigitalAssistances(PDA)s,Tabletcomputers,Ultra-mobilePCs,andwearablecomputersarejustafewexamples.Thosedevicessupportvariousmobiledataservicesoverawidegeographicareatoenableexchangeofmessages,pictures,videos,ande-mail,hotelreservations,managingflightschedules,bookingconcerttickets,andplayingonlinegameswhileontheroad.AccordingtoaNielsenCompanyreport,theUSbecamethegloballeaderinmobileInternetadoptionin2008.Presently,theUnitedStateshasfarmoretotaldevicesconnectedtotheInternetthananyothercountry(Worldwide,mobileInternetaccountedformorethan10percentoftotalInternetusagein2012,hadincreasedfromjust3.8percentin2010,whichistestamenttothegrowingadoptionofmobiledevices(PewResearchCenter,awell-knownnonprofit"facttank"thatprovidesinformationonthetrendsshapingAmericaandtheworld,declaredinDecember2012that45%Americanadults,66%youngadults(18-29),68%inhouseholdsearning$75,000ormorearemobileusers(http:
//pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx).MorganStanley’smobileInternetresearchreport(2011)revealedthatU.S.hasovertakenJapanin3Guserbase.And3Gsubscriberpenetrationwillgrowover40%by2014,concentratedindevelopednations.AlltheevidencepointstothesamefactthatmobileusershavereachedacriticalmassintheU.S.
Sincetheturnofthiscentury,agoodnumberofresearchstudieshavebeendonetopredictandexplainuseradoptionofwirelessmobiledataservices(Lu,Yu,Liu,&Yao,2003;Lu,Yu,&Yao,2005;Lu,Liu,Yu,&Wang,2008;Venkatesh,Thong,&Xu,2012).Withmobilephonesmoredata-focused,moreusersarepredictedtoconnecttotheInternetwithwirelessdevicesthandesktopPC’swithinfiveyears(MorganStanley,2011).Ontheotherhand,MobileWebaccesstodaystillsuffersfrominteroperability,connectionandusabilityproblems.UserretentionandloyaltyappeartobecriticalindeterminingthefateofmobilelifeintheageofthewirelessInternet.Itisthehightimetoexaminetheperceptions,satisfactionandcontinuanceintentionsofmobileInternetdataserviceusers.
Priorresearchhassuggestedthatcontinueduseisnotsimplyanextensionoftheadoptiondecisionandthatthesetwobehaviorsarenotmediatedbythesameantecedentsthatpredicttheadoptiondecision(seeAjzenandFishbein2005,Limayemetal.2007).Overtime,asusersgainfirst-handexperiencewithinformationtechnology(IT)usage,theyevaluatetheextenttowhichtheirinitialcognitionisinagreementordisagreementwithactualexperience,andrevisetheircognitionand/orbehaviortoachievegreateragreement.Conventionalwisdomheldbymarketingpractitionershaslongrevealedthatretainingcurrentcustomersiseasierandmorecosteffectivethangainingnewcustomers.Users,obviously,oughttotakeanactivepartindeterminingthefateofmobilelifeintheageofthewirelessInternet.
Researchershaveattemptedtoidentifywhichantecedentsaremostcriticaltocontinueduseandhowcontinuedusecanchangeattitudesthathavebeenfoundtobeimportantpredictorsofadoptionintention(ChiuandWang2008,LimayemandCheung2008).Ourpreliminaryliteraturereviewrevealsveryfewusercontinuancestudiesinmobilecontext;andthosepublishedrecentlyareallconductedinothercountries(Baek,Park,andLee,2011;Choi,Kim,andKim,2011;Zhou,2011;Venkatesh,Thong,&Xu,2012).VeryfewcontinuancestudiesuseAmericanmobileInternetuserssofar.Thus,thereissomeevidentlackofunderstandingofusercontinuanceintentionswithmobileInternetservicesintheU.S.whichhasthehighestpenetrationrateworldwideformobiledevices;lackofunderstandingofthefactorsinfluencingtheircontinuanceintentions.
Theaimofthisstudyistwo-folded:
(1)torevealifactualusageexperienceimpactsuserperceptionstowardmobiledataservices;and
(2)toexploreiftheutilitarianandhedonicdeterminantsarebothimportantinthedecisionprocessoncontinuanceusageofmobiledataservices.Asatheoryguide,aprocessmodelwillbedevelopedtostudymobileInternetdataserviceusercontinuanceintentions.Studyofthisnatureshouldyieldimportanttheoreticalcontributions,aswellaspracticalimplications.
Toachievetheresearchpurpose,wefirstdiscusstherelevantliteratureandproposeourresearchmodelwithhypothesizedrelationships.Wethenproposeourresearchmethodologyanddataanalysisplantotestourresearchmodel.Afterreportingthetestresults,theimplicationsforresearchandpracticearealsodiscussed,priortoresearchlimitationsandfutureresearchdirections.
TheoryBackground
Users’post-adoptionbehaviorshaveemergedasakeytopicinISresearchinrecentyears.Priorstudiesproposedseveraltheoreticalmodels,includingtheexpectation-confirmationtheory(ECT),technologyacceptancemodel(TAM),unifiedtheoryofacceptanceanduseoftechnology(UTAUT),andthelatestintegrationofUTAUTandECTintheexpandedtwo-stagemodelofIScontinuance.Thesetheorieshaveonethingincommon-toexplainhowthedeterminantsarerelatedtoeachotherandcausallyinfluenceITusage.Thesemodelshelptolaythenomologicalnetworkofourresearchmodel.Ontheotherhand,withrecentbreakthroughsinbroadbandinfrastructure,interactivesoftwareandwirelessmobiletechnologies,thescopeandapplicationofIShaveexpandedbeyonditsoriginalutilitarianobjectivetoalsoencompassnon-utilitarianobjectives(LinandBhattacherjee,2010;Venkatesh,Thong,Chan,Hu,&Brown,2011;Venkatesh,Thong,&Xu,2012).Understandingofthehedonicsystemacceptancealsocontributestoinclusionofimportantconstructsinthecurrentmodel.
ECT
AkeytheoryexplainingcontinuedISusageisexpectation-confirmationtheory(ECT)(Bhattacherjee,2001).Originatedinmarketingtostudyconsumersatisfactionandpost-purchaseBehavior(e.g.Oliver,1980),ECTsuggeststhatconsumersfirstformaninitialexpectationofaproductorservicepriortopurchase.Afterthepurchasedecisionandaperiodofuse,consumerswillformperceptionsoftheperformanceoftheproductorservice.Next,consumerswillcomparetheperceivedperformancewiththeirinitialexpectationsanddeterminetheextenttowhichtheirexpectationsareconfirmed.Finally,basedontheirexpectationsandconfirmationlevels,consumersformasatisfactionassessmentthatinturnaffectstheirrepurchaseintention.ISusers’continuancedecisionsaresimilartoconsumers’repurchasedecisions,asbothtypesofdecisions
(1)followaninitialdecision;
(2)areinfluencedbytheusageexperience;and(3)canpotentiallyleadtoexpostreversaloftheinitialdecision(Bhattacherjee,2001).Themodelpositedthatcontinuanceintentionwasinfluencedbyusersatisfactionandpost-acceptanceusefulnessperceptions,whileusersatisfactionwasdeterminedbyconfirmationofexpectationsfromprioruse.Furthermore,confirmationinfluencedperceivedusefulness.ECThasbeenappliedtostudydifferentproblemsinIS,suchasIScontinuance(Bhattacherjee,2001),changesinusers’beliefsandattitudesduringthecourseofusage(Bhattacherjee&Premkumar,2004),post-usagesatisfaction(Susarlaetal.,2003)andextendeduseofcomplexIS(Hsieh&Wang,2007).
BasedontheECT,Bhattacherjee&Premkumar(2004)proposedatwo-stagemodelofIScontinuance,aprocessmodel,to
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- How Important Are Enjoyment and Mobility for continuance with mobile date services
![提示](https://static.bdocx.com/images/bang_tan.gif)
链接地址:https://www.bdocx.com/doc/12711409.html