Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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A Study on the Factors Affecting Mobile Commerce User' Post-Adoptive Behavior

모바일 커머스 수용 후 행동에 관한 연구

  • 조동혁 (숭실대학교 프로젝트경영연구소) ;
  • 박종우 (숭실대학교 경영학부)
  • Received : 2015.04.15
  • Accepted : 2015.09.22
  • Published : 2015.09.30
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Abstract

The spread of mobile commerce due to popularization of smartphones not only broke down the boundary between online and offline, but also changed the consumer life, and hence brought change of commerce paradigm that creates new demand. The success of innovative information technology such as mobile shopping can be defined as an individual accepting the technology and continuously using it, but the studies on the usage behavior after the acceptance have been done in very restrictively, despite its importance. In this study, in order to empirically investigate the factors that influence the continuance in mobile shopping usage experience and its causal relationship, Social Cognitive Theory and Habit Theory were applied to IS Continuance Model, and the extended IS Continuance Model was suggested and proved. As a result, the usefulness, enjoyment, and self-efficacy perceived in usage experience significantly influence satisfaction, and usefulness, self-efficacy, and satisfaction influence habit. Also, usefulness, self-efficacy, satisfaction, and habit significantly influence continuance intention. This study provides a valuable asset in providing an opportunity to understand the usage behavior of mobile shopping service users after the acceptance, and furthermore proving directionality in improving customer loyalty.

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References

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