m-Brand loyalty and post-adoption variations for the mobile data services: Gender differences

Authors:
Ya-Ching Lee
Affiliations:
Institute of Communications Management, 70, Lieng-Hai Rd., National Sun Yat-sen University, Kaohsiung, Taiwan
Venue:
Computers in Human Behavior
Year:
2011

Citing 16
Cited 1

User acceptance of computer technology: a comparison of two theoretical models

Management Science
Gender differences in the perception and use of E-mail: an extension to the technology acceptance model

MIS Quarterly
The gratifications of pager use: sociability, information-seeking, entertainment, utility, and fashion and status

Telematics and Informatics
Why don't men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior

MIS Quarterly
Gender differences in perceptions of web-based shopping

Communications of the ACM - Evolving data mining into solutions for insights
A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies

Management Science
Post-Adoption Variations in Usage and Value of E-Business by Organizations: Cross-Country Evidence from the Retail Industry

Information Systems Research
A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Postadoption Phenomena

Management Science
Internet Pricing, Price Satisfaction, and Customer Satisfaction

International Journal of Electronic Commerce
Continued use of a Chinese online portal: an empirical study

Behaviour & Information Technology
Establishing Trust in Electronic Commerce Through Online Word of Mouth: An Examination Across Genders

Journal of Management Information Systems
The moderating effects of gender on e-commerce systems adoption factors: An empirical investigation

Computers in Human Behavior
User acceptance of information technology: toward a unified view

MIS Quarterly
A comprehensive conceptualization of post-adoptive behaviors associated with information technology enabled work systems

MIS Quarterly
Understanding the impact of web personalization on user information processing and decision outcomes

MIS Quarterly
Out of dedication or constraint? a dual model of post-adoption phenomena and its empirical test in the context of online services

MIS Quarterly

Investigating consumer attitude and intention toward free trials of technology-based services

Computers in Human Behavior

Quantified Score

Hi-index	0.00

Visualization

Abstract

This paper uses the value brand model in an attempt to determine the factors affecting post-adoption intentions through brand loyalty for the mobile data services. Data were collected online from 1266 respondents. The structural equation modeling was used to test the research model. The results show that post-adoption intentions are directly influenced by intangible attributes. Product deliverables and intangible attributes indirectly affect post-adoption intentions via m-brand loyalty. However, the results of current research do not show any effects of price on post-adoption intentions. The results also show genders differences in post-adoption intentions. Practical suggestions are provided. This paper advances our knowledge of post-adoption variations in business-consumer contexts and mobile business from the perspectives of utilitarian and non-utilitarian values of the mobile data services. This paper also contributes to the theory of post-adoption by offering across-gender examination.