Journal
UNIVERSAL ACCESS IN THE INFORMATION SOCIETY
Volume 13, Issue 3, Pages 329-337Publisher
SPRINGER HEIDELBERG
DOI: 10.1007/s10209-013-0313-4
Keywords
Continuance usage; Mobile internet sites; Perceived usefulness; Flow
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Funding
- National Natural Science Foundation of China [71371004, 71001030]
- Research Center of Information Technology & Economic and Social Development in Zhejiang Province
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Due to the high acquisition costs and low switching costs, retaining users and facilitating their continuance usage are crucial for mobile service providers. Integrating both perspectives of perceived utility and flow experience, this research identifies the factors affecting continuance usage intention of mobile internet sites. Data were collected through a survey, and data analysis was then conducted with structural equation modeling. The results indicated that system quality and information quality affect perceived usefulness, satisfaction and flow. And these three factors determine continuance usage intention. Among them, flow has the largest effect on continuance usage intention. The results imply that service providers need to improve users' experience in order to facilitate their continuance usage of mobile internet sites.
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