The Important of Enjoyment and Mobility for Continuance with Mobile Data Services

This paper investigates the factors impacting users continuance intentions on using mobile data services. Specifically, a second-stage continuance model is revised and tested with a focus on both hedonic and utilitarian needs. The constructs of enjoyment and mobility are used to derive a set of hypotheses. An instrument is developed to collect data from 607 subjects. Statistical analyses such as structural equation modeling are conducted on collected data for hypotheses testing. The findings show that both utilitarian mobility and enjoyment constructs help to predict continuance intention toward mobile data services through smart phones. The salience of disconfirmation and beliefs in mobility and enjoyment drives satisfaction and attitude changes toward continuance intentions. Moreover, perceived mobility, enjoyment and satisfaction constructs jointly explained almost 80 percent of the variance in post-usage attitude. Theoretical and practical implications are also presented and discussed.