Understanding Usage-Transfer Behavior Between Nonsubstitutable Technologies: Evidence From Instant Messenger and Portal

Abstract

Although an abundance of research has emerged on technology adoption and acceptance, most has examined the usage behavior of different products in isolation. The current study instead focuses on usage-transfer behavior between technology products that are not substitutable. Drawing upon self-perception theory and entitativity theory, we proposed a research model and validated it using longitudinal data on userspsila transfer from one instant messenger, QQ, to its portal, QQ.com. The findings suggest that usage behavior can be transferred indirectly, while perceived entitativity has an important effect on the transfer behavior. According to the findings of the current research, use of an existing product positively influences the perceived usefulness and ease of use of this product, and that both perceived usefulness and perceived ease of use can be transferred from the existing product to the new product. Consequently, if the perceived entitativity is high, then perceived usefulness and perceived ease of use will be transferred between nonsubstitutable technology products. This study contributes to both research and practice by advancing our understanding of usage behavior in general and, more specifically, transfer behavior between nonsubstitutable technology products.