Empirical Analysis on Continuous Improvement of Mobile Content Services＇ Effects on Continuance Use Intention

With the development of intelligent terminals and mobile applications,the influence of continuous improvement on mobile content services to the continuance use intention is more and more significant.Based on the expectation-confirmation theory and information system continuance use theory,this paper proposes a mobile content continuance use model and puts forward related assumptions under the mobile commerce environment by introducing the continuous improvement variables.Questionnaire data are collected from 219 mobile content service users for research,and the hypothetical model is validated by the structural equation modeling.Results show that the information system continuance use model is still valid under the mobile commerce environment,and the continuous improvement on mobile content services have positive impacts on user's expectations after they have experienced certain mobile content services.

Determinants of continuous usage intention of branded apps in omni-channel retail environment: comparison between experience-oriented and transaction-oriented apps

Branded applications(apps)have become core touchpoints for improving consumer shopping experiences in omni-channel retailing,and many firms have developed different types of branded apps to provide additional value.Moreover,continuous usage intention is the key to improving enterprises’gain efficiency and consumers’brand loyalty.This study aims to reveal how branded apps achieve continuance intention from the perspective of consumer perceptions by combining the technology acceptance model and investigating the impact of differences in channel features on usage behavior between the two types of branded apps.An experiment was designed comparing transaction-and experience-oriented branded apps.A structural equation modeling technique was employed to validate the model based on the survey data of respondents from the experimental groups.The results show that the supportive role of omni-channel has a unique experience mechanism that promotes continuous usage intention.However,there are two discrepant results regarding the effect of perceived complementarity on perceived usefulness in transaction-and experience-oriented branded apps.The mediating role of perceived usefulness between perceived consistency,complementarity,ease of use and consumer satisfaction was supported in the experience-oriented apps but rejected in the transaction-oriented apps.

An empirical study on continuance intention of mobile reading

Purpose： This study aims to explore factors affecting continuance intention of mobile reading. Design/methodology/approach： Drawing on the unified theory of acceptance and use of technology （UTAUT）, and integrating perceived enjoyment, we put forward a theoretical research model of factors affecting continuance intention of mobile reading. Using 186 valid data collected through a questionnaire survey, we conducted data analysis with the partial least squares structural equation modeling （PLS-SEM）. Findings： The results show that performance expectancy, effort expectancy, social influence and perceived enjoyment all have positive impacts on continuance intention. Among them, perceived enjoyment has the most significant effect on continuance intention, followed by performance expectancy. In addition, effort expectancy significantly influences perceived enjoyment. Contrary to our expectation, facilitating conditions have no impact on continuance intention. Practical implications： This study could help mobile data service providers to foster users＇ continuous usage of mobile reading. Research limitations： This study focused only on the effect of perceived enjoyment as an internal motivation on continuance intention of mobile reading, and other possible factors were not considered. Also, continuance intention may be different from the actual behavior. Furthermore, data of student users was collected from one university in China, and was cross-sectional, while working samples were not considered. Originality value： This study considers the effects of both external and internal motivation on continuance intention of mobile reading. The results highlight the role of perceived enjoyment in building users＇ continuance intention of mobile reading.