In this chapter, we investigate the moderating effect of gender on the intention to continue using mobile Internet services (MIS) in an everyday life context. An extended model based on the technology acceptance theory is used to examine gender differences regarding MIS continuance intention in an everyday life context. A survey was conducted among 623 current MIS users to test the hypotheses using structural equation modeling approach. The findings show that female users expressed a stronger need for perceived usefulness and ease-of-use than male users, while male users expressed a significant need for perceived enjoyment. Interestingly, the stronger effect of perceived usefulness in females was contrary to prior TAM research. The observed gender differences suggest that MIS providers should consider gender when advertising and marketing MIS.
TopIntroduction
Over the last decade, the adoption and the use of mobile Internet services (MIS), i.e., the access to Internet services through handheld mobile devices has surged urgently (Gerpott & Thomas, 2014). According to the International Data Corporation (IDC), the number of worldwide Mobile Internet users is expected to pass the two billions by the end of 2016. A recent review of the information systems (IS) literature shows that gender differences have been always a topic of research interest (Khedhaouria & Beldi, 2014; Khedhaouria, Beldi & Belbaly, 2013). Previous studies show that the qualitative use of both computers and Internet differs significantly between males and females, which may indicate subtle differences in attitudes toward these technologies (Ahuja & Thatcher, 2005; Gefen & Straub, 1997; Venkatesh & Morris, 2000; Venkatesh, Morris & Ackerman, 2000; Lee & Kwon, 2010). Nevertheless, gender differences regarding the use of MIS in everyday life have received little attention in the IS literature (Khedhaouria & Beldi, 2014; Khedhaouria et al., 2013). It has been suggested that MIS use has contributed to equalizing the communicative social integration of males and females much more than computers and fixed Internet, where male users still dominate (Khedhaouria et al., 2013). Understanding gender differences regarding MIS continuance intention in everyday life is therefore important for theory and practice.
MIS are ubiquitous and can be used willingly in everyday life activities as well as in mandatory settings (Lee, Kim, & Kim, 2005; Kim, Gupta, & Jeon, 2013). MIS provide everyday users with wireless access to Internet contents and services such as text messaging, access to large social networks, personal banking, gaming, and much more (Kim & Steinfield, 2004). The main advantages of MIS are mobility and immediacy (Kim, Chan, & Gupta., 2007):
By focusing on gender differences, it may be possible to gain a more nuanced understanding of the motives driving MIS continuance intention in males as opposed to females. While great progress has been made in understanding users’ continuance intention (Bhattacherjee, 2001; Bhattacherjee & Premkumar, 2004; Kim et al., 2013), research suggests that low MIS acceptance by users is still a barrier to post-adoption and continuance intention (López-Nicolás, 2008; Lu, Denz, & Wang, 2008; Khedhaouria et al., 2013; Oghuma, Chang, Libaque-Sanez, Park, & Rho, 2015). Hence, the technology acceptance theory (Davis, Bagozzi, & Warshaw, 1989) seems to be useful for our research in order to understand gender differences regarding MIS continuance intention in everyday life. The research question of our investigation is the following: