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Title: Continuance usage of mobile SMS: the moderating role of habit

Authors: Li-Yueh Chen; Bo Hsiao; Wenli Hwang

Addresses: Department of Information Management, National Taiwan University, 50, Lane 144, Sec. 4, Keelung Road, Taipei, 106, Taiwan ' Department of Information Management, Chang Jung Christian University, No.1, Changda Rd., Gueiren District, Tainan City, 711301, Taiwan ' Department of Risk Management and Insurance, Shih Chien University, No. 70, Dazhi St., Zhongshan District, Taipei City 104, Taiwan

Abstract: With the rapid growth of mobile technology and social media, research into continuance usage of mobile social media services (MSMS) has emerged as an important issue. This study proposes a research model by extending the expectation-confirmation model with the perspectives of IS motivation theory, theory of planned behaviour, social cognitive theory and privacy concerns to explore the determinants of an individual's continuance intention and continuance usage toward MSMS. Data collected from 376 participants with prior experience with Facebook mobile were used to test the proposed model. The findings indicate that perceived usefulness and perceived enjoyment are important in forming the continuance intention and subsequently leading to continuance usage. The concern-for-information-privacy associated with secondary use, and anxiety associated with capability and contexts can be regarded as antecedents of users' continuance intention of using MSMS. Results also confirmed the moderating effects of habit on the relationship between users' continuous intention and usage.

Keywords: mobile anxiety; concern for information privacy; habit; perceived usefulness; perceived enjoyment; mobile social media services; MSMS.

DOI: 10.1504/IJMC.2022.119993

International Journal of Mobile Communications, 2022 Vol.20 No.1, pp.73 - 104

Accepted: 24 Jun 2020
Published online: 04 Jan 2022 *

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