Details

Autor(en) / Beteiligte

• Kim, Byoungsoo

Titel

The diffusion of mobile data services and applications: Exploring the role of habit and its antecedents

Ist Teil von

• Telecommunications policy, 2012-02, Vol.36 (1), p.69-81

Ort / Verlag

Kidlington: Elsevier Ltd

Erscheinungsjahr

2012

Quelle

PAIS Index

Beschreibungen/Notizen

• Given the prevalence of mobile data services and applications (MDSA) such as App Store, it is important to diffuse MDSA and understand user behavior toward it. Recent research on marketing and information systems (IS) has shed light on the habitual use of frequently used IS. This study attempts to develop a research model that clarifies the role of habit in the actual use of MDSA. Considering the unique and specific characteristics of MDSA, this study examines the antecedents of MDSA habit in an effort to elucidate key factors accelerating the development of MDSA habitual use. Data collected from 317 users who had prior experiences with MDSA were empirically tested against the research model using partial least squares (PLS). The analysis results indicate that both continuance intention and habit play an important role in the actual use of MDSA. Moreover, the findings reveal that habit is a more prevalent predictor of actual use compared to conscious intention. It was found that user satisfaction, perceived monetary value, and variety of use serve as the antecedents of MDSA habit. The theoretical and policy implications of the findings are described. ► This study clarifies the role of habit in the context of mobile applications. ► Both continuance intention and habit play critical roles in the mobile environment. ► Habit is a more prevalent predictor of actual use compared to conscious intention.