Understanding mobile online-to-offline service users' continuance usage intention: An integrated model and empirical study

Drawing upon commitment-trust theory and the investment model, this study constructed a research model for understanding the mechanism of mobile online-to-offline (O2O) service users' continuance usage intention. Results from a survey of 299 O2O users in China revealed that users' trust was positively related to their commitment, habit, and continuance usage intention, and negatively related to the perceived attractiveness of alternative vendors. Further, users' commitment was positively related to their habit and continuance usage intention, and negatively related to the attractiveness of alternative vendors. Finally, users' habit was positively correlated with their continuance usage intention, and the attractiveness of alternative vendors was negatively correlated with continuance usage intention. This study provides a new perspective inspired by the investment model to understand the antecedents of continuance usage intention of mobile O2O services.