(The) user behaviors in mobile data services

Abstract

Rapid advancements in information and communication technologies (ICT) have allowed people some opportunities to access digitalized contents without restrictions in time or place. Mobile data service (MDS) is an important emerging ICT, thus many studies on information systems (IS) and marketing examine key predictors of MDS user behaviors. Prior empirical works on MDS can be separated into initial adoption and continued usage. The initial adoption works have recognized users’ IS acceptance at the pre-adoption stage while the continued usage works have identified users’ post-adoption criteria toward IS. Therefore, a clear understanding of user acceptance and user continuance toward MDS is important for the success of MDS. In the first study, we investigate the differences in determinants for the adoption decision stages and the continued usage decision stages. A theoretical framework is developed by integrating perceived fee into Van der Heijden’s model to understand the role of perceived fee in wireless pay-per-use services. To capture the moderating effect of prior experience, the proposed model is empirically tested by using survey data collected from 149 inexperienced users and 393 experienced users. The findings indicate that, compared with traditional IS such as a corporate IS and a website, perceived fee explains a large portion of the variances in adoption intention and continued usage intention toward MDS. This study also reveals that the antecedents leading to MDS user behavior vary in terms of prior experience. In the post-adoption environment, the study 2 develops an integrated model to deeply understand the antecedents of user loyalty through constructs prescribed by two established research streams on IS success, namely user satisfaction and IS motivation. This study also investigates some significant differences in the level of the determinants and their influence on user loyalty in terms of variety and rate of MDS use. The research model was...