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Modeling continuance intention towards Mobile Travel Service System (MTSS): a theoretical perspective of motivation and dependency

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Abstract

This work sets up a research model that elaborates upon the development of continuance intention towards Mobile Travel Service System (MTSS) based on the motivational theory and the dependency theory. In the model, continuance intention is indirectly affected by personal innovativeness and e-interaction quality through the full mediation of e-engagement and perceived enjoyment. At the same time, the relationships between e-engagement and continuance intention and between perceived enjoyment and continuance intention are hypothetically moderated by e-interaction quality. The hypotheses of this work were empirically tested using data from working professionals in a technology industry regarding their use of MTSS for travel information sharing as well as booking for accommodation, airline, cars, etc. This study conducted a two-wave survey to empirically test its theoretical rationales. The findings of this work complement the previous literature by verifying the full mediating mechanism of e-engagement and perceived enjoyment and the moderating mechanism of e-interaction quality. Lastly, managerial implications for e-marketers based on this study’s findings are provided.

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Acknowledgements

This study was supported by Ministry of Science and Technology, Taiwan.

Author information

Authors and Affiliations

  1. Graduate Institute of Business Administration, National Taichung University of Education, No.140, Minsheng Rd., West Dist., Taichung City, 40306, Taiwan, ROC

    Chou-Kang Chiu

  2. Institute of Business and Management, National Chiao Tung University, Taipei, Taiwan, ROC

    Chieh-Peng Lin

  3. Department of Applied English, Chihlee University of Technology, New Taipei City, Taiwan, ROC

    Kuang-Jung Chen

  4. Department of International Business, Tamkang University, New Taipei City, Taiwan, ROC

    Chu-Mei Liu

  5. MIS Department, China Technology University, Taipei, Taiwan, ROC

    Hwa-Chun Ma

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  1. Chou-Kang Chiu
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  4. Chu-Mei Liu
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Correspondence to Chou-Kang Chiu.

Appendices

Appendix 1: measurement items

Continuance intention (Source: Mouakket 2015).

  • CI1 I intend to continue using [Name of MTSS] rather than discontinue its use.

  • CI2 I will keep using [Name of MTSS] as regularly as I do now.

  • CI3 My intention is to continue using [Name of MTSS] than use any alternative means.

  • CI4 I intend to increase my use of [Name of MTSS] in the future.

  • CI5 My intentions are to continue using [Name of MTSS] than use any alternative means.

E-engagement (Source: Luarn et al. 2015).

  • EE1 I like the online service or product provided by [Name of MTSS].

  • EE2 I give comments or feedbacks online in [Name of MTSS].

  • EE3 I share with others about [Name of MTSS].

  • EE4 Overall, I feel emotionally attached to [Name of MTSS].

Perceived enjoyment (Source: Mouakket 2015).

  • PE1 Using [Name of MTSS] provides me with a lot of enjoyment.

  • PE2 Using [Name of MTSS] is fun.

  • PE3 Using [Name of MTSS] gives me pleasure.

  • PE4 Using [Name of MTSS] bores me. (reverse-coded).

Personal innovativeness (Source: Chiu et al. 2005).

  • PI1 I like to explore new websites.

  • PI3 When I hear about a new website, I often find an excuse to go visit it.

  • PI2 In general, I am interested in trying out new websites.

  • PI4 Among my peers, I am usually one of the first to explore new websites.

E-interaction quality (Source: Lin and Bhattacherjee 2010).

  • EIQ1 [Name of MTSS] is interactive.

  • EIQ2 In [Name of MTSS], I can easily recognize where the information I need is located.

  • EIQ3 [Name of MTSS] provides efficient methods for communicating with others (e.g., hotels or landlords) online.

  • EIQ4 When using [Name of MTSS], I can easily interact with its service staff online.

Note: MTSS = Mobile Travel Service System.

Appendix 2: test results of SEM for confirming the full mediation

Hypothesis

Model A

Path coefficient

(The hypothesized model)

Model B

Path coefficient

(A competing model)

E-engagement → Continuance intention

0.32**

0.28**

Perceived enjoyment → Continuance intention

0.32**

0.27**

Personal innovativeness → E-engagement

0.20**

0.20**

E-interaction quality → E-engagement

0.31**

0.30**

Personal innovativeness → Perceived enjoyment

0.26**

0.25**

E-interaction quality → Perceived enjoyment

0.33**

0.32**

Personal innovativeness → Continuance intention

–

0.06

E-interaction quality → Continuance intention

–

0.19

  1. Social desirability, gender, age, education, and monthly income are included in the above models as control variables
  2. * p < 0.05
  3. ** p < 0.01

Appendix 3: the results of the mediation using respectively bootstrapping and Sobel tests

Indirect effect

Bootstrapping with 5000 subsamples

Point estimate

SE

95% CIL

95% CIU

Sobel

Personal innovativeness → E-engagement → Continuance intention

0.2663

0.0664

0.1423

0.3975

5.62

Personal innovativeness → Perceived enjoyment → Continuance intention

0.2598

0.0591

0.1570

0.3902

5.74

E-interaction quality →  E-engagement → Continuance intention

0.2439

0.0689

0.1074

0.3773

5.37

E-interaction quality → Perceived enjoyment → Continuance intention

0.2190

0.0501

0.1279

0.3277

5.41

  1. CI confidence interval

Appendix 4: recent prominent articles on continuance intention towards mobile services

Authors

Research topics

Sample subjects

Key findings

Zhou (2013)

Mobile payment services

Mobile users at the stores of two local telecommunication operators in China

Service quality indirectly relates to continuance intention via flow, trust, and satisfaction

Gao and Bai (2014)

Mobile social networking services

University students in an online learning system at a large university in China

IS service quality indirectly influences continuance intention via satisfaction and perceived usefulness

Boakye (2015)

Mobile data services

Students from a major public university in southwestern United States

System service quality indirectly relates to continuance intention only through customer experience

Oghuma et al. (2016)

Mobile instant messaging service

Mobile users from convenient sampling in Korea

Service quality indirectly relates to continuance intention via multiple mediators such as confirmation, usefulness, enjoyment, user interface, security, etc.

Ahmed and Sathish (2016)

Mobile data services 

Working professional in Bangalore, India

Service quality indirectly affects continuance intention through the mediation of attitude and satisfaction

Chen and Li (2017)

Mobile payment services

Interviewees from snowball sampling

Postadoption perceived usefulness (post-PU) and postadoption perceived risk (post-PR) are both indirectly related to continuance intention via the mediation of disconfirmation and satisfaction

Zhang et al. (2017)

Mobile healthcare services

College students from a university of medicine and a university of non-medicine in China

System (service) quality indirectly influences continuance intention only through trust

Ahmed and Ali (2017)

Mobile money transfer services

Mobile users from stratified convenience sampling

Perceived usefulness, trust, subjective norms, and satisfaction have significantly contributed to continuous intention

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Chiu, CK., Lin, CP., Chen, KJ. et al. Modeling continuance intention towards Mobile Travel Service System (MTSS): a theoretical perspective of motivation and dependency. Rev Manag Sci 13, 749–769 (2019). https://doi.org/10.1007/s11846-017-0257-9

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