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