An Integrated Model of Continued M-Commerce Applications Usage

Abstract

Drawing from the extant literature on consumer behaviors in the context of mobile commerce (m-commerce) and integrating expectation confirmation theory and motivation theory, this study develops an integrated model to explore factors affecting the continued usage of m-commerce applications (apps). Data is collected via an online survey distributed through Amazon Mechanical Turk and analyzed using PLS-SEM. Results reveal three major categories of motivators, each with multiple dimensions, that differentially affect utilitarian expectation confirmation and hedonic expectation confirmation. Specifically, extrinsic value (i.e., convenience, efficiency, and informativeness) positively affects utilitarian expectation confirmation; intrinsic value (i.e., value motivation, role motivation, adventure motivation, gratification motivation, and idea motivation) positively affects hedonic expectation confirmation; and social value (i.e., social motivation, subjective norm, and critical mass) positively affects both utilitarian expectation confirmation and hedonic expectation confirmation. Our results provide insights into both theory and practice.