Comparing the Usage Behavior and the Continuance Intention of Mobile Internet Services

Abstract

While behavioral researches in IS literature have largely employed intention-based models to predict usage behavior, few research have tried to explore the difference between intention and behavior. This study attempts to fill in this gap by proposing a comprehensive theoretical framework and comparing antecedents' prediction of intention and usage behavior in the same framework. The theoretical framework incorporates rational factors such as cognitive, affective, judgmental components as well as an automatic factor like habit into the research model. Based on the same framework, usage behavior and continuance intention model are developed and compared in the context of mobile Internet services. Through comparison of two models, the comprehensive framework is proposed to be more suitable in predicting usage behavior than continuance intention. By identifying the different influences of determinants which drive usage behavior and continuance intention, the results of this study have thus helped advance IS theory and offered insights for mobile Internet services practitioners.