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Universal Access in the Information Society

, Volume 13, Issue 3, pp 329–337 | Cite as

Understanding continuance usage intention of mobile internet sites

  • Tao ZhouEmail author
Long paper

Abstract

Due to the high acquisition costs and low switching costs, retaining users and facilitating their continuance usage are crucial for mobile service providers. Integrating both perspectives of perceived utility and flow experience, this research identifies the factors affecting continuance usage intention of mobile internet sites. Data were collected through a survey, and data analysis was then conducted with structural equation modeling. The results indicated that system quality and information quality affect perceived usefulness, satisfaction and flow. And these three factors determine continuance usage intention. Among them, flow has the largest effect on continuance usage intention. The results imply that service providers need to improve users’ experience in order to facilitate their continuance usage of mobile internet sites.

Keywords

Continuance usage Mobile internet sites Perceived usefulness Flow 

Notes

Acknowledgments

This work was partially supported by grants from the National Natural Science Foundation of China (71371004, 71001030), and a grant from the Research Center of Information Technology & Economic and Social Development in Zhejiang Province.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  1. 1.School of ManagementHangzhou Dianzi UniversityHangzhouPeople’s Republic of China

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