Perceived Enjoyment and the Effect of Gender on Continuance Intention for Mobile Internet Services

Perceived Enjoyment and the Effect of Gender on Continuance Intention for Mobile Internet Services

Anis Khedhaouria, Adel Beldi
DOI: 10.4018/978-1-5225-1933-1.ch075
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Based on technology acceptance theory, the authors examined the effect of perceived enjoyment and gender on the intention to continue using mobile Internet services (MIS) in an everyday life context. A survey was conducted among 623 current MIS users to test the structural equation model. Their findings confirm the effect of perceived enjoyment on MIS continuance intention as well as the moderating effect of gender. Women expressed a stronger need for perceived usefulness and ease-of-use than men, while men expressed a significant need for perceived enjoyment. Interestingly, and somewhat contrary to previous findings, the effect of perceived usefulness on MIS continuance intention was stronger for women; whereas the effect of perceived enjoyment was significantly stronger for men. The authors findings suggest that MIS developers and providers should consider the gender of users when designing and offering MIS. The paper provides some guidelines regarding how MIS can be designed and customized for gender segments.
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The use of handheld devices such as mobile phones, portable digital assistants, and Blackberry has become pervasive in our everyday lives. Accessing Internet services through a handheld device is no longer a novelty (Adipat, Zhang & Zhou, 2011). Mobile Internet Services (MIS) provide 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): Internet access anytime, nearly anywhere.

Despite the significant investment of MIS providers, MIS usage is not without problems, not least of which is the tendency toward switching behavior (Ranganathan, Seo & Babad., 2006), with certain users migrating from one provider to another (Keaveney & Parthasarathy, 2001). Switching behavior has become a critical issue for MIS providers. In Europe, MIS switching significantly increased in 2011, with rates exceeding 41% in Spain, 37% in the Netherlands, 35% in Germany, 33% in France, and 32% in the U.K. (Oracle, 2011). Unfortunately, MIS providers cannot recover their investment costs and make a profit if users stop using these services (Kim & Steinfield, 2004), as revenues depend on both the number of new subscriptions and the number of continued users (Bhattacherjee, 2001). Thus, continued MIS usage is critical for generating steady market revenues and sustaining long-term profitability (Deng, Turner, Gehling & Prince, 2010). These realities underscore the importance of studying users’ MIS continuance intention.

In Information Technology (IT) research, MIS are considered as a contemporary IT (e.g., Deng et al., 2010) and studies pertaining to MIS continuance intention have been conducted using Technology Acceptance Model (Davis, Bagozzi & Warshaw, 1989) for utilitarian motives, where continuance intention refers to the suite of behaviors that follow initial acceptance (Kim & Steinfield, 2004; Lee & Kim, 2005; Lu, Denz & Wang, 2010). Motives regarding MIS continuance, such as perceived usefulness and ease-of-use, directly affect behavioral intention in the TAM model. Although this model is useful in explaining behavioral intention, several extensions may be relevant to better explain MIS continuance intention in everyday life.

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