How Important Are Enjoyment and Mobility for continuance with mobile date services.docx

1、How Important Are Enjoyment and Mobility for continuance with mobile date services How Important Are Enjoyment and Mobility for Continuance with Mobile Data Services? June Lu*School of Business AdministrationUniversity of Houston-Victorialujuhv.eduChang LiuCollege of BusinessNorthern Illinois Univer

2、sitycliuniu.eduJune WeiCollege of Business University of West Florida Email: jweiuwf.edu *: Corresponding authorHow Important Are Enjoyment and Mobility for Continuance with Mobile Data Services? Abstract:This paper investigates the factors impacting users continuance intentions on using mobile data

3、 services. Specifically, a second-stage continuance model is revised and tested with a focus on both hedonic and utilitarian needs. The constructs of enjoyment and mobility are used to derive a set of hypotheses. An instrument is developed to collect data from 584 subjects. Statistical analyses such

4、 as structural equation modeling are conducted on collected data for hypotheses testing. The findings show that both utilitarian (mobility) and hedonic (enjoyment) constructs help to predict continuance intention toward mobile data services via smart phones. The salience of disconfirmation and belie

5、fs in mobility and enjoyment drives satisfaction and attitude changes toward continuance intentions. Moreover, perceived mobility, enjoyment and satisfaction constructs jointly explained almost 80 percent of the variance in post-usage attitude. Theoretical and practical implications are also present

6、ed and discussed. IntroductionWith rapid proliferation of 3G and 4G wireless broadband networks and mobile devices such as smart phones and tablet computers, mobile Internet data services are enjoying the level of popularity which was never experienced by any previous mobile computing technologies.

7、A mobile device, by common understanding, refers to a small, hand-held computing device, typically having a display screen with touch input and/or a miniature keyboard and weighing less than 2 pounds. Smart phones, Personal Digital Assistances (PDA)s, Tablet computers, Ultra-mobile PCs, and wearable

8、 computers are just a few examples. Those devices support various mobile data services over a wide geographic area to enable exchange of messages, pictures, videos, and e-mail, hotel reservations, managing flight schedules, booking concert tickets, and playing online games while on the road. Accordi

9、ng to a Nielsen Company report, the US became the global leader in mobile Internet adoption in 2008. Presently, the United States has far more total devices connected to the Internet than any other country ( Worldwide, mobile Internet accounted for more than 10 percent of total Internet usage in 201

10、2, had increased from just 3.8 percent in 2010, which is testament to the growing adoption of mobile devices ( Pew Research Center, a well-known nonprofit fact tank that provides information on the trends shaping America and the world, declared in December 2012 that 45% American adults, 66% young ad

11、ults (18-29), 68% in households earning $75,000 or more are mobile users (http:/pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx). Morgan Stanleys mobile Internet research report (2011) revealed that U.S. has overtaken Japan in 3G user base. And 3G subscriber penetration will grow o

12、ver 40% by 2014, concentrated in developed nations. All the evidence points to the same fact that mobile users have reached a critical mass in the U.S. Since the turn of this century, a good number of research studies have been done to predict and explain user adoption of wireless mobile data servic

13、es (Lu, Yu, Liu, & Yao, 2003; Lu, Yu, & Yao, 2005; Lu, Liu, Yu, & Wang, 2008; Venkatesh, Thong, & Xu, 2012). With mobile phones more data-focused, more users are predicted to connect to the Internet with wireless devices than desktop PCs within five years (Morgan Stanley, 2011). On the other hand, M

14、obile Web access today still suffers from interoperability, connection and usability problems. User retention and loyalty appear to be critical in determining the fate of mobile life in the age of the wireless Internet. It is the high time to examine the perceptions, satisfaction and continuance int

15、entions of mobile Internet data service users. Prior research has suggested that continued use is not simply an extension of the adoption decision and that these two behaviors are not mediated by the same antecedents that predict the adoption decision (see Ajzen and Fishbein 2005, Limayem et al. 200

16、7). Over time, as users gain first-hand experience with information technology (IT) usage, they evaluate the extent to which their initial cognition is in agreement or disagreement with actual experience, and revise their cognition and/or behavior to achieve greater agreement. Conventional wisdom he

17、ld by marketing practitioners has long revealed that retaining current customers is easier and more cost effective than gaining new customers. Users, obviously, ought to take an active part in determining the fate of mobile life in the age of the wireless Internet.Researchers have attempted to ident

18、ify which antecedents are most critical to continued use and how continued use can change attitudes that have been found to be important predictors of adoption intention (Chiu and Wang 2008, Limayem and Cheung 2008). Our preliminary literature review reveals very few user continuance studies in mobi

19、le context; and those published recently are all conducted in other countries (Baek, Park, and Lee, 2011; Choi, Kim, and Kim, 2011; Zhou, 2011; Venkatesh, Thong, & Xu, 2012). Very few continuance studies use American mobile Internet users so far. Thus, there is some evident lack of understanding of

20、user continuance intentions with mobile Internet services in the U.S. which has the highest penetration rate worldwide for mobile devices; lack of understanding of the factors influencing their continuance intentions. The aim of this study is two-folded: (1) to reveal if actual usage experience impa

21、cts user perceptions toward mobile data services; and (2) to explore if the utilitarian and hedonic determinants are both important in the decision process on continuance usage of mobile data services. As a theory guide, a process model will be developed to study mobile Internet data service user co

22、ntinuance intentions. Study of this nature should yield important theoretical contributions, as well as practical implications.To achieve the research purpose, we first discuss the relevant literature and propose our research model with hypothesized relationships. We then propose our research method

23、ology and data analysis plan to test our research model. After reporting the test results, the implications for research and practice are also discussed, prior to research limitations and future research directions.Theory BackgroundUsers post-adoption behaviors have emerged as a key topic in IS rese

24、arch in recent years. Prior studies proposed several theoretical models, including the expectation-confirmation theory (ECT), technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT), and the latest integration of UTAUT and ECT in the expanded two-stage model of

25、IS continuance. These theories have one thing in common - to explain how the determinants are related to each other and causally influence IT usage. These models help to lay the nomological network of our research model. On the other hand, with recent breakthroughs in broadband infrastructure, inter

26、active software and wireless mobile technologies, the scope and application of IS have expanded beyond its original utilitarian objective to also encompass non-utilitarian objectives (Lin and Bhattacherjee, 2010; Venkatesh, Thong, Chan, Hu, & Brown, 2011;Venkatesh, Thong, & Xu, 2012). Understanding

27、of the hedonic system acceptance also contributes to inclusion of important constructs in the current model.ECT A key theory explaining continued IS usage is expectation-confirmation theory (ECT) (Bhattacherjee, 2001). Originated in marketing to study consumer satisfaction and post-purchase Behavior

28、 (e.g. Oliver, 1980), ECT suggests that consumers first form an initial expectation of a product or service prior to purchase. After the purchase decision and a period of use, consumers will form perceptions of the performance of the product or service. Next, consumers will compare the perceived per

29、formance with their initial expectations and determine the extent to which their expectations are confirmed. Finally, based on their expectations and confirmation levels, consumers form a satisfaction assessment that in turn affects their repurchase intention. IS users continuance decisions are simi

30、lar to consumers repurchase decisions, as both types of decisions (1) follow an initial decision; (2) are influenced by the usage experience; and (3) can potentially lead to ex post reversal of the initial decision (Bhattacherjee, 2001). The model posited that continuance intention was influenced by

31、 user satisfaction and post-acceptance usefulness perceptions, while user satisfaction was determined by confirmation of expectations from prior use. Furthermore, confirmation influenced perceived usefulness. ECT has been applied to study different problems in IS, such as IS continuance (Bhattacherj

32、ee, 2001), changes in users beliefs and attitudes during the course of usage (Bhattacherjee & Premkumar, 2004), post-usage satisfaction (Susarla et al., 2003) and extended use of complex IS (Hsieh & Wang, 2007).Based on the ECT, Bhattacherjee & Premkumar (2004) proposed a two-stage model of IS continuance, a process model, to