Examining the determinants of Mobile Internet service continuance: a customer relationship development perspective

Authors:
Ee Hong Ng;Kee-Young Kwahk
Affiliations:
Department of Information Systems, School of Computing, National University of Singapore, 3 Science Drive 2, 117543, Singapore.;School of Business IT, Kookmin University, 861-1, Jeongneung-dong, Seongbuk-gu, Seoul 136-702, Korea
Venue:
International Journal of Mobile Communications
Year:
2010

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Abstract

Mobile Internet (M-Internet) service users are not only technology users but also service consumers. However, most previous studies on Information System (IS) continuance focused solely on technology user aspect, despite the inability of such lopsided viewpoint to explain how people make decisions on the continuance of M-Internet service. Thus, this study examined four factors that span the divide between the development of dedication- and constraint-based customer relationships based on Status Quo Bias (SQB) theory. Results show that satisfaction, perceived value and familiarity, but not switching costs, significantly influence continuance intention. The contributions and implications of these findings are discussed.