EXTENDING THE EXPECTATION-CONFIRMATION MODEL OF IS CONTINUANCE: THE ROLE OF EMOTIONS IN USERS’ CONTINUANCE INTENTION TOWARDS MOBILE GAMING APPLICATIONS

Lili Zheng 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

The long-term development of a mobile gaming application (app) depends on its continued use by its users. The aim of this study is to investigate the determinants of a mobile gaming app’s continuance intention among users. The expectation-confirmation model of IS continuance was used as the basic framework, to which bi-dimensional consumption emotions were added to help better explain satisfaction judgment and continuance intention in the context of mobile gaming app use. To test the expanded IS continuance model, we conducted an online survey among mobile gaming app users; 271 valid responses were collected. The data were analyzed using structural equation models (SEM). The effects of positive emotions (PE) and negative emotions (NE) were examined, respectively, in model 1 and model 2. Competing models (models 3, 4 and 5) were also examined in order to compare the proposed models. Both positive and negative emotions have a significant effect on the satisfaction of mobile gaming app users and their continued usage intention, a finding that represents an important contribution to the extension of technology continuance theory. Comparison with the IS continuance model shows that the new model can explain significantly more variance in continuance intention. This study presents two extensions to the expectation-confirmation model of IS continuance. First, this paper presents and tests a theoretical model, derived from the IS continuance model, in which emotions play an important role in measuring customer satisfaction and subsequent long-term behavioral intention. The proposed model can be used to predict the satisfaction and continuance intention of situations in which a consumer’s emotional expectations and reactions are a core part of the consumption experience. Second, we ground the expectation-confirmation model of IS continuance in the context of mobile gaming apps, which involves both utilitarian (cognitive) and hedonic (affective) components. This study offers insight into the role of emotions in forming continuance intentions toward mobile gaming app use in China, a topic that has not previously been investigated. The findings have important implications for practice in the mobile gaming app sector. Special attention should be given to users’ consumption emotions, since emotions have been found to be strongly related to satisfaction and subsequent continued usage intention. For instance, mobile games firms should make efforts to develop strategies to enhance game players’ positive emotions (such as feeling joyful, interested, cheerful, excited, active, attentive) during the games because game players’ emotional fulfillment leads to satisfaction and minimizes negative emotions (such as feeling distressed, ashamed, afraid, nervous, upset or lonely); such negative emotions have been shown to have a direct and strong effect on satisfaction as well as an indirect effect continuance intention via satisfaction.

기대확신모형과 가치기반수용모형을 통한 부동산중개 모바일 앱의 지속적 사용의도 형성요인에 관한 연구

조용근(Jo, Yong Geun),이지은(Lee, Ji Eun),서문석(Suh, Mun Seok),정재교(Jung Jae Gyo),김경훈(Kim, Kyung Hoon) 한국전시산업융합연구원 2016 한국과학예술융합학회 Vol.25 No.-

본 연구는 부동산중개 모바일 앱의 지속적 사용의도를 이해하기 위해 기대확신모형과 가치기반수용모형을 통합한 모형을 제시하고, 이를 실증 분석하는데 주된 목적이 있다. 이를 위해 이론적 모형을 설정하고 부동산중개 모바일 앱을 사용한 경험이 있는 375명의 자료를 바탕으로 실증 분석하였다. 분석결과 가치기반 수용모형의 지각된 가치는 지각된 혜택에 대한 인식의 결과에 의해 결정 된다는 것을 규명하였다. 또한 사용자의 기대충족 정도를 의미하는 확신은 만족을 높일 뿐만 아니라 서비스 혜택인식에도 긍정적인 영향을 미친다는 것을 확인하였다. 마지막으로 사용자들은 부동산중개 모바일 앱의 가치를 인식하고 만족하는 경우 지속적으로 사용할 가능성이 높은 것을 규명하였다. 또한 이를 바탕으로 실무자를 위한 시사점으로 사용자의 기대에 부응할 수 있는 정보 선별과 안정적 제공, 정보의 신뢰성을 확보, 부가서비스 강화의 필요성을 제시하였다. 궁극적으로, 본 연구는 통합된 모형을 적용하여 지속적 사용의도를 보다 확장된 개념으로 설명한다는 점에서 의의가 있다. The purposes of this study are to present a model that integrates the expectation-confirmation model and the value-based acceptance model and to analyze it empirically in order to understand the intention of continued use of real estate brokerage mobile apps. To this end, this study established a theoretical model and analyzed empirically on the basis of 375 users who had previously used real estate brokerage mobile apps. As a result, this study identified that the perceived values of the value-based acceptance model would be determined by an outcome of recognition of perceived benefits. In addition, this study also confirmed that confirmation referring to a degree of expectation fulfillment of a user would not only increase satisfaction degree but also have a positive impact on recognition of service benefits. Lastly, this study identified that users would more likely use real estate brokerage mobile apps on a continuous basis when they recognized the values of real estate brokerage mobile apps and they were satisfied with them. In regard to the implications for practitioners based on the aforementioned findings, this study proposed the following needs: 1. selecting and providing reliably information that can fulfill user expectation, 2. securing data reliability and 3. enhancing additional services. This study is therefore of great academic significance because it explains the intention of continued use based on an extended concept by applying an integrated model.

자동차 산업에서의 사용자만족과 지속사용의도에 관한 연구: 기대일치모형을 중심으로

한상인,장석주 한국벤처창업학회 2021 벤처창업연구 Vol.16 No.5

Environmental changes, which are strongly requiring technological cooperation, such as technological development and strategic alliances according to industrial ecosystem change, have a significant impact on not only product quality but also services. Thus, there is a need for ‘servitization’ that can satisfy the needs of customers and the ecosystem of businesses through the convergence of manufacturing companies and services. This study uses the Expectation-Confirmation Model to examine the impact on user satisfaction and Continuance Usage Intention. Research(Study) was conducted on users who are using high-tech-based cars. For this, we used Expectation Confirmation(match expections for the user’s pre-and post-use relationships), Perceived Ease, Perceived Usefulness, User Satisfaction and Habitual Use and using Continuance Usage Intention as a dependent variable. Their causation was examined with the spss 26.0 and smartpls 2.0 statistical programs. As implications of this study, Expectation Confirmation has been shown to have significant positive effects on Perceived Ease, Perceived Usefulness, User Satisfaction and Habitual Use. For this results, the expectations before and after the use of high-tech cars lead to improved daily lives convenience and(or) work efficiency, leading to user satisfaction and further Continuance Usage Intention. Motors consider it important to pursue the work improvements that consumers want and use it useful in daily lives in the production and sale of high-tech cars. It is expected that it will create natural habits for services that users are satisfied with, and that these habits will affect the continuous growth and understanding of the trend of change. 기술 발전과 산업 생태계 변화로 고객의 욕구를 만족시킬 수 있는 서비타이제이션(servitization)의 필요성이 강조되고 있다. 본 연구는 첨단기술이 융합된 자동차를 이용하고 있는 사용자의 사용전 기대와 사용 후 만족이 지속사용의도에 어떠한 영향을 주는지 살펴보기 위해 기대일치모형(Expectation Confirmation Model)을 적용하여 연구하였다. 본 연구의 목적은 첨단기술기반 자동차와 관련된 제품과 서비스를 제공하는 기업이 연관 기관과 협력하여 빠르게 변화하는 기술과 환경을 소비자에게 전달할 수 있도록 기초자료를 제공하는데 있다. 연구의 목적을 달성하기 위해 첨단기술이 포함된 자동차를 이용하는 사용자를 대상으로 자료를 수집하였고 수집된 자료의 분석은 SPSS 26.0 프로그램과 SMART PLS 2.0의 통계패키지를 이용하여 가설을 검증하고 논리적 근거를 알아보았다. 이에 본 연구는 사용자의 사용 전, 후 관계에 대한 기대일치(Expectation Confirmation), 지각된 용이성(Perceived Ease), 지각된 유용성(Perceived Usefulness), 사용자만족(User Satisfaction), 습관적 이용(Habitual Use), 지속사용의도(Continuance Usage Intention)를 사용하여 모델을 구성하였고, 가설 검증결과 모두 유의미한 영향을 미치는 것으로 검증되었다. 첨단기술을 접목한 자동차의 사용은 일상생활의 편의와 업무능률의 향상을 가져오며, 사용자의 만족과 더 나아가 지속사용의도로 이어지는 것으로 조사되었다. 본 연구의 시사점으로 새로운 자동차 시장의 확대와 더 편리한 기능, 많은 기능을 가진 자동차를 쉽고 편리하게 사용할 수 있도록 자동차 회사와 연관 기관의 지속적인 성장과 변화의 흐름을 파악하는데 영향을 줄 것으로 기대한다.

Predicting users' Intention to Continue Mobile Internet Services Usage : The Integration of Habit into the Expectation-Confirmation Model

수실 쿠마르 무나,김승운,강희택 한국경영교육학회 2008 경영교육연구 Vol.52 No.-

The expectation-confirmation model (ECM) based on expectation-confirmation theory is currently the dominant referent theoretical framework for explaining continued usage of information systems. Along with ECM, "habit" construct meaning automatic behavior tendencies has also recently been incorporated into IS research. This study, based on these concepts, made an attempt to incorporate habit into ECM in the continued mobile internet services usage context. For this purpose, we have developed and empirically validated a research model comprising continuance intention, satisfaction, and such post-adoption beliefs as confirmation, perceived usefulness, perceived ease-of-use, and habit. We performed a survey for 250 university students who resides in J. province. Our findings support the argument that confirmation and perceived usefulness play an important role in explaining users' satisfaction with using mobile internet services. It also support that perceived usefulness, satisfaction, and habit are crucial determinants of users' intention to continually using mobile internet services. But perceived ease-of-use was found to have no relationships with both satisfaction and continuance intention. Implications of these results are discussed.

디지털 기반 언택트 서비스 도입으로 인한 호텔 브랜드 가치 연구: 특급 호텔 객실 서비스를 중심으로

진진희,조민호 한국관광학회 2022 관광학연구 Vol.46 No.2

Based on the expectation confirmation model, this study analyzed the relationships among AI service characteristics, choice confirmation, vicarious satisfaction, self satisfaction, and hotel brand value. In order to test the research model, this study conducted a survey with hotel guests of five-star hotels that implemented AI service in the Republic of Korea. A total of 384 valid surveys were analyzed through structural equation modeling. The results showed that two functional characteristics of the AI service (i.e., convenience and enjoyment) positively affected the choice confirmation of the hotel guests. Results also indicated that a social characteristic of the AI service (i.e., new normal receptivity) positively affected the choice confirmation of the hotel guests. Findings also showed that the psychological characteristics of AI service (i.e., digital efficacy) positively affected the choice confirmation of the hotel guest and, in turn, choice confirmation positively affected both vicarious satisfaction and self satisfaction. Finally, both vicarious satisfaction and self-satisfaction positively affected hotel brand value. Theoretical implications of the study and marketing strategies to management for the AI service of luxury hotel rooms were suggested at the end of the study based on the findings of the study. 이 연구의 목적은 기대확신모델을 적용하여 인공지능 서비스 특성, 선택확신, 대리만족 및 자기만족, 호텔브랜드 가치 간의 구조적 영향관계를 파악하고자 하였다. 선행연구를 바탕으로 구축된 연구모형을 검정하기 위하여 이 연구는 인공지능 서비스가 도입된 국내 5성급 호텔의 객실 이용고객을 대상으로 설문조사하였으며, 총 384 부의 유효한 자료를 확보하여 구조 방정식 모델로 분석하였다. 그 결과는 첫째, 인공지능 서비스의 기능적 특성 중에서 편의성과 유희성이 선택확신에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 인공지능 서비스의사회적 특성 중에서 뉴노멀 수용성이 선택확신에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 인공지능 서비스의 심리적 특성 중에서 디지털 효능감이 선택확신에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 선택확신이 대리만족과 자기만족에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 대리만족과자기만족이 호텔 브랜드 가치에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 최종적으로 이 연구는 호텔 객실의 인공지능 서비스 특성을 다차원으로 제시하여 호텔 마케팅 연구의 이론적 발전에 기여하였으며, 호텔 객실의인공지능 서비스 관리를 위한 효과적인 마케팅 전략을 제시하였다.

사이즈 추천 서비스의 지속사용의도에 관한 연구 -기대일치모형의 적용과 친숙성의 조절효과를 중심으로-

서상우 한국의류학회 2024 한국의류학회지 Vol.48 No.2

This study aimed to clarify the continuance intention of users of size recommendation services. The expectation-confirmation model framed the analysis of the 180 data points collected. The analysis determined the mediating effects of perceived usefulness and satisfaction on the relationship between expectation-confirmation and continuance intention. The moderated mediation effect of familiarity was also analyzed, and a path analysis was conducted using PROCESS macro. Results showed that expectation-confirmation had a significant effect on perceived usefulness, satisfaction, and continuance intention. Findings indicated that perceived usefulness affected satisfaction and continuance intention and confirmed that satisfaction affected continuance intention. In the relationship between expectation-confirmation and continuance intention, mediation analysis verified the mediation and double mediation of perceived usefulness and satisfaction. In the group with an above-average familiarity value, moderation analysis confirmed a moderating effect between perceived usefulness and satisfaction. Above-average familiarity values also confirmed that the moderating effect on continuance intention was significant.

관광콘텐츠 특성이 기대일치, 지각된 유용성, 만족, 공유의도에 미치는 영향 : 기대일치모델의 적용을 중심으로

위주연,김미연 관광경영학회 2021 관광경영연구 Vol.104 No.-

The purpose of this study is to apply the tourism content characteristics to the expectation-confirmation model to identify the impact. This finding is ultimately aimed at informing not only users but also providers of important things for the production and use of tourism content in the tourism content field and providing useful materials for future tourism content sharing. The empirical analysis was conducted using the SPSSWIN Ver 22.0 Statistical Package Program after the survey was collected for approximately one month from 30 November 2020 to 30 December 2020. Analysis of Hypothesis 1 showed that the characteristics of tourism contents were partially adopted in accordance with expectations. Hypothesis 2, Tourism content characteristics have been shown to affect perceived usefulness. Hypothesis 3 shows that expectancy confirmation affects perceived usefulness, and that expectancy confirmation and perceived usefulness have a significant effect on utilization satisfaction and finally, utilization affects shared intentions. In conclusion, the characteristics of tourism contents are judged to have a positive impact on users' expectations, perceived usefulness, and further on their satisfaction and sharing intentions. Consequently, in order to use reliable tourism content, the focus should be on considering what should be noted in the future and providing reliable information.

Analysis on Continuous Usage Intention of Chinese Mobile Games from the Perspective of Experiential Marketing and Network Externality

Bo Lei,Jungmann Lee 한국정보기술응용학회 2020 Journal of information technology applications & m Vol.27 No.6

Mobile games have become one of the most important driving forces of the game industry. We focus on the continuous intention to use Chinese mobile games from the perspective of experiential marketing and network externalities. We integrate user experience, network externalities and flow theory into expectation confirmation model and explore the influencing factors of continuous usage intention of Chinese mobile game and propose a research model. Game experience, service experience, perceived enjoyment, social interaction, challenge, perceived number of users and perceived number of peers were employed as independent variables, while flow, perceived value and satisfaction as mediating variables and continuous intention as the dependent variable. After surveying 426 samples, the model is tested with structural equation model. The results reveal that perceived enjoyment significantly positively influences perceived value, flow, satisfaction, and continuous intention. The greater the enjoyment of the game, the greater the satisfaction of the game and the greater the willingness to use it continuously. Game experience has a significant direct effect on continuous intention, which indicates that a better game experience can retain more users. Service experience and perceive number of peers positively influence satisfaction. Another finding is that social interaction and perceived number of users positively influence perceived value and flow, which indicate that social attributes are critical roles for retaining users. Game challenge also positively influences flow. The proper level of challenge is more likely to cause users to enter the state of flow. Flow indirectly influences continuous usage intention through the satisfaction of the game, which indicates that satisfaction is driven by flow experience and further retaining users. Empirical results implied that mobile game companies need to focus on improving user experience, expectation satisfaction and extending network externalities to improve the continuous intention of using mobile game.

A Study on the Continuance Intention of O2O Fresh Agricultural Products E-Commerce

Wei GU,Peng BAO,Jong-Ho LEE 한국유통과학회 2019 The Journal of Industrial Distribution & Business( Vol.10 No.10

Purpose - This study focuses on the continuance intention of O2O fresh agricultural products e-commerce. By literature review, this paper looks through the classical theories which are often applied to study use behavior and continuance intention on the electronic commerce area. Ultimately based on the expectancy theory, Technology acceptance model, success model as well as trust model, a model of the continuance intention of fresh products O2O electronic commerce application is established. Research design, data, and methodology - Among users Chinese consumers have been chosen who have use experience as the research objects. From October 2, 2018 to November 2, 2018, 685 questionnaires in total were collected by the online release and collection. Expect for the negative questionnaires, the remaining 650 pieces of data are statistically analyzed. The collected data were firstly be analyzed by SPSS Ver. 25 on its frequency, reliability and exploratory factors. Then AMOS Ver. 25 is applied to the Confirmatory Factor Analysis, Discriminant Validity and hypothesis testing of the Structural Equation Modeling. Finally, the following research conclusions could be obtained from the hypothesis testing. Results - Firstly, in the extended IS model, quality factor for hypothesis testing, service quality, information quality and delivery quality have obviously present positive influences on satisfaction respectively. Secondly, in the hypothesis testing part of ECM-ISC model and UTAUT model, all hypotheses have presented accepted results. Especially from expectation confirmation to usefulness perception, the influence factor achieves 12.603, In the hypothesis of continuance intention, the influence factor of social influence on continuance intention is 7.748 and also it is the most remarkable one. Conclusions - The results show that the service quality of O2O fresh agricultural products e-commerce has the greatest impact on satisfaction, while the perceived usefulness of consumers has the most significant impact on O2O fresh agricultural products for sustainable use intention. This thesis makes up for the blank of O2O fresh food e-commerce for sustainable use intentions, and provides a theoretical basis for consumers' sustainable use behavior, and practical enlightenment for the sustainable development of O2O fresh agricultural products e-commerce.

플립드 러닝에 대한 기대일치, 지각된 유용성, 과업기술적합성, 만족도가 초등교사의 지속적인 사용의도에 미치는 영향 탐색

정한호 안암교육학회 2018 한국교육학연구 Vol.24 No.2

The purpose of this study is to explore the variables that influence the continuous use intention of elementary school teachers for flipped learning based on Technology Acceptance Model, Expectation Confirmation Model, and Task-technology Fit Model. In this study, data were collected from 261 elementary school teachers working in the C department of education in the metropolitan area. The total of 261 questionnaires was verified by using the structural equation modeling method. From the results of this study, first, we found that satisfaction with flipped learning has the greatest direct effect on teachers’ continuous use intention. Second, we found that task-technology fit has the greatest direct and indirect effect on the intention to use continuously of flipped learning. Third, we found that expectation -conformation on flipped learning affects continuous intention to use through task-technology fit and satisfaction. From the results of this study, it was clear that the influence of TAM is gradually decreasing, with respect to exploring the use of innovative technologies such as flipped learning. In addition, it was clear that the use of flipped learning in elementary school education should be suitable for tasks and problem-solving in classroom instruction. 본 연구의 목적은 기술수용, 기대일치, 과업기술적합 모형을 기반으로 플립드 러닝에 대한 초등교사의 지속적인 사용의도에 영향을 미치는 변인을 탐색하는 것이다. 이를 위해, 본 연구에서는 기술수용모형, 기대일치모형, 과업기술적합성모형과 관련된 선행연구에 기초하여, 기대일치, 지각된 유용성, 과업기술적합성, 만족도를 영향 변인으로 도출하고 플립드 러닝의 지속적 사용의도에 직·간접적으로 미치는 영향력을 탐색하였다. 본 연구에서는 수도권 소재 C교육청 관내에 근무하는 초등교사 261명을 대상으로 자료를 수집하고 구조방정식 모델을 이용하여 변인 간의 관계를 검증하였다. 본 연구를 통해, 첫째, 플립드 러닝에 대한 만족도가 교사의 지속적인 사용의도에 직접적으로 큰 영향을 미친다는 점을 파악할 수 있었다. 둘째, 플립드 러닝의 활용과 관련된 과업기술적합성이 지속적인 사용의도에 직·간접적으로 큰 영향을 미친다는 점을 파악할 수 있었다. 셋째, 플립드 러닝에 대한 기대일치가 과업기술적합성, 만족도를 매개로 지속적인 사용의도에 영향을 미친다는 점을 파악할 수 있었다. 특히 본 연구를 통해, ‘기대일치→과업기술적합성→만족도→지속적 사용의도’, ‘기대일치→만족도→지속적 사용의도’ 간의 구조적인 연관성을 파악할 수 있었다. 그러나 본 연구 결과는, ‘기대일치→지각된 유용성→만족도’의 관계가 유의하지 않음을 제시하고 있다. 도리어, 플립드 러닝의 사용과 관련된 기대일치가 과업기술적합성을 매개로 교사의 지속적인 사용의도에 커다란 영향을 미치고 있음을 실증하였다. 본 연구결과를 통해, 플립드 러닝처럼, 혁신적인 테크놀로지의 사용의도 탐색과 관련하여, 기술수용모형의 영향력이 점차 감소하고 있음을 명확히 파악할 수 있었다. 이와 더불어 초등교육 현장에서 플립드 러닝의 활용이 지속되기 위해서는, 플립드 러닝이 교실수업에서 다루는 과제 및 문제 해결에 적합해야 한다는 점을 명확히 파악할 수 있었다.