Title: Understanding continuance usage of mobile services

Authors: Tao Zhou

Addresses: School of Management, Hangzhou Dianzi University, Hangzhou 310018, China

Abstract: Users' continuance usage is crucial to mobile service providers' success. Integrating both perspectives of flow and switching costs, this research identified the factors affecting continuance usage of mobile services. The results indicate that effort expectancy and ubiquitous connection affect flow, which in turn affects performance expectancy. Switching costs affect switching barrier. Flow, performance expectancy and switching barrier determine continuance usage. The results imply that service providers need to concern both user experience and switching costs in order to retain users and facilitate their continuance usage.

Keywords: continuance usage; mobile services; m-services; flow; switching costs; mobile communications.

DOI: 10.1504/IJMC.2013.050995

International Journal of Mobile Communications, 2013 Vol.11 No.1, pp.56 - 70

Published online: 17 Feb 2013 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article