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

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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