Title: Understanding mobile IM continuance usage from the perspectives of network externality and switching costs

Authors: Tao Zhou; Hongxiu Li; Yong Liu

Addresses: School of Management, Hangzhou Dianzi University, Hangzhou 310018, China ' Information Systems Science, Department of Management, Turku School of Economics, University of Turku, Turku 20500, Finland ' Department of Computer Science and Engineering, University of Oulu, Oulu 90570, Finland

Abstract: Retaining users and facilitating their continuance usage are essential for mobile service providers to increase both revenues and profits. This research integrates the perspectives of network externality and switching costs to propose a model for investigating the continuance usage of mobile instant messaging services. Network externality arises from both direct and indirect sources and is conceptualised as referent network size and perceived complementarity, respectively. The results show that perceived complementarity is the main factor affecting perceived enjoyment, whereas referent network size has a strong effect on perceived usefulness. Switching costs is the main factor determining switching barriers. Perceived usefulness, perceived enjoyment and switching barriers determine continuance usage.

Keywords: mobile IM; instant messaging services; network externality; switching costs; perceived enjoyment; mobile communications; continuance usage; perceived complementarity; network size; perceived usefulness; switching barriers.

DOI: 10.1504/IJMC.2015.067963

International Journal of Mobile Communications, 2015 Vol.13 No.2, pp.188 - 203

Received: 01 May 2013
Accepted: 20 Nov 2013
Published online: 12 Mar 2015 *

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