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.

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.

모바일 애플리케이션 사용자의 인지적 몰입이 지속사용의도에 미치는 영향에 대한 연구

이동원,이문용,최준구,이호원 국제e-비즈니스학회 2011 e-비즈니스 연구 Vol.12 No.4

The main purpose of this study is to investigate the role of cognitive absorption in determining the information system continuance intention in the context of mobile service usage. Building upon the expectation-confirmation model, we propose a research model that positions cognitive absorption as an antecedent of confirmation and perceived usefulness, which in turn determine user satisfaction and continuance intention. Using PLS(Partial Least Squares), we tested the proposed model against the data collected from 836 mobile application users in South Korea. Results show that cognitive absorption influences user satisfaction and continuance intention via its effects on confirmation and perceived usefulness. In addition, all hypotheses of the expectation-confirmation models were supported. The findings provide empirical evidence that cognitive absorption plays a significant role for building continuance intention with regard to mobile service usage. Given the importance of effectively maintaining existing customer base, the study findings have significant practical implications for mobile service providers. Furthermore, the proposed extended expectation-confirmation model should be also applicable to other IT services as the expectation-confirmation model has been tested in various service settings. 본 연구의 목적은 모바일 애플리케이션 사용 환경에서 인지적 몰입이 지속사용의도에 미치는 영향을 실증적으로 분석하는 것이다. 본 연구는 정보시스템 기대-충족 모형을 확장하여, 기대충족의 선행요인으로서 인지적 몰입의 역할에 대해서 연구모형을 제안하고 검증하였다. 제안된 연구모형을 검증하기 위해서 모바일 애플리케이션 사용자 836명의 응답을 대상으로 PLS(Partial Least Square)를 이용하여 연구모형을 분석한 결과, 기대-충족 모형의 선행요인으로서 인지적 몰입은 기대충족과 지각된 유용성에 영향을 미치는 요인으로 밝혀졌다. 또한 모바일 애플리케이션 사용에 있어서 기존 기대-충족 모형에 대한 가설도 모두 채택되었다. 연구의 결과는 모바일 서비스 사용 환경에서 사용자의 지속사용의도를 형성하는데 인지적 몰입이 결정적인 역할을 한다는 것을 실증적으로 보여준다. 기존 사용자 기반을 효과적으로 유지하는 것의 중대성에 비추어, 본 연구의 결과는 모바일 서비스 제공자들에게 중요한 의미가 있다. 나아가 제안된 기대-충족 확대 모형은 모체가 되는 기대-충족 모형이 여러 서비스 환경에서 검증되어 왔다는 점에서 타 IT서비스의 지속사용의도 파악에도 유용하게 사용될 수 있을 것이다.

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.

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.

MOOC 수강에 대한 대학생의 지속적인 사용의도에 영향을 미치는 요인에 관한 연구 - 기술수용모형, 기대일치모형, 과제기술적합모형을 기반으로

정한호 ( Hanho Jeong ) 한국교육정보미디어학회(구 한국교육정보방송학회) 2017 교육정보미디어연구 Vol.23 No.2

본 연구의 목적은 기술수용모형, 기대일치모형, 과제기술적합모형을 기반으로 MOOC에 대한 대학생의 지속적인 사용의도에 영향을 미치는 요인을 탐색하는 것이다. 이를 위해, 본 연구에서는 기술수용모형, 기대일치모형, 과제기술적합성모형 등을 기반으로 수행된 관련 선행연구로부터 지각된 용이성, 지각된 유용성, 기대일치, 과제기술적합성, 만족도 등의 변인을 도출하고 MOOC의 지속적 사용의도에 영향을 미치는 변인을 탐색하였다. 본 연구에서는 수도권에 소재한 대학에 재학 중인 학생 322명을 대상으로 자료를 수집하고 구조방정식 모델을 이용하여 각 변인 간의 관계를 검증하였다. 본 연구를 통해, 첫째, 과제기술적합성이 MOOC의 지속적인 사용의도에 직접적으로 가장 큰 영향을 미친다는 점을 파악할 수 있었다. 둘째, 기대일치가 과제기술적합성, 지각된 유용성, 만족도를 매개로 MOOC의 지속적인 사용의도에 간접적으로 가장 큰 영향을 미친다는 점을 파악할 수 있었다. 셋째, 지각된 유용성이 태도와 만족도를 매개로, 또는 직접적으로 지속적인 사용의도에 영향을 미친다는 점을 파악할 수 있었다. 그러나 TAM의 핵심 변인인 지각된 용이성은 MOOC의 사용의도에 유의한 영향을 미치는 지각된 유용성이나 태도에 유의한 영향을 미치지 못하는 것으로 나타났다. 본 연구에서는 상기와 같은 연구결과에 대한 이론적, 실제적인 논의와 시사점을 제시하였다. This study investigates the factors affecting continuous behavior intention of college students on MOOC based on Technology Acceptance Model, Expectation Confirmation Model, and Task-technology Fit Model. In this study, variables from these model and theories were chosen as important predictors of MOOC acceptance. And then, this study verified the effects of perceived ease of use, perceived usefulness, expectation-confirmation, task-technology fit, attitude, and satisfaction on the continuance use intention of MOOC. To pursue the purpose of this study, data were collected from 322 students who were taking MOOC classes in universities located in the metropolitan area. The total of 322 questionnaires was analyzed using the structural equation modeling method. From the results of this study, First, we found that task-technology fit has the greatest direct influence on the continuance behavior intention of MOOC. Second, we found that expectation-conformation indirectly has the greatest influence on the intention to use MOOC continuously through task-technology fit, perceived usefulness, and satisfaction. Third, we found that perceived usefulness affects the intention to use continuously or directly through attitude and satisfaction. However, perceived ease of use, which is a key variable of TAM, did not significantly affect perceived usefulness or attitude, which has a significant effect on the intention to use MOOC. Based on the results of the study, theoretical and practical implications for e-learning system are being discussed.

확장된 기대충족모형을 통한 위치기반 서비스 비콘(beacon)의 지속적 사용의도

김영국,정진영 한국관광학회 2017 관광학연구 Vol.41 No.9

The purpose of this study was to confirm the continuance intention of users in terms of the beacon service in food-service industries. In addition, this study used an extended expectation-confirmation model to identify the relationships among expectation-confirmation, perceived usefulness, perceived ease of use, satisfaction rate and continuance intention to use beacon service. A survey questionnaire was developed based upon previous relevant studies and survey questionnaires were distributed to customers who had used the beacon service. Data were collected from questionnaires completed by 296 customers throughout Seoul and the surrounding metropolitan areas. The findings yielded the following results: 1) There was no significant relationship between confirmation and perceived usefulness. 2) There was also no relationship between perceived usefulness and the continuance intention to use beacon service however other factors were significantly related. 3) Perceived usefulness plays the most important role in the relationship between perceived usefulness and satisfaction. The theoretical and practical implications of these results are discussed as related to food-service industries. 본 연구는 소비자 행동에 대한 측면에서 비콘 활용한 앱에 대한 지속적 사용의도에 대해 기대충족모형을 적용해 소비자의 행동 및 사용의도를 분석하고자 한다. 특히 확장된 기대충족모형을 적용해 소비환경에서 새로운 정보시스템에 대한 소비자 만족과 지각된 유용성, 새로운 정보시스템인 비콘의 지속적 사용의도의 구조적 관계를 규명하는 데 초점을 맞췄다. 선행연구를 바탕으로 설문지를 구성하였고, 전문가 검토와 예비조사를 거친 후 최종설문지가 완성되었다. ‘시럽존’이 구축되어 있는 서울 및 수도권에서 설문조사가 이루어졌고, 설문지 배포는 편의표본추출법을 통해 실시되었다. 연구모형의 신뢰성과 타당성 검증을 거쳐 추출된 5개의 구성개념(기대충족; 지각된 용이성; 지각된 유용성; 만족도; 지속사용의도)이 도출되었고, 구조모형은 전반적으로 안정적으로 나타났고 제시된 총 7개의 경로 가운데 2개 경로(기대충족 → 지각된 유용성; 지각된 유용성 → 지속사용의도)를 제외한 5개 경로의 통계적 유의성을 검증했다. 이러한 연구결과를 바탕으로 연구의 학문적 시사점 및 실무적 시사점이 논의되었고, 연구한계점이 제시되었다.

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.

가중화된 기대충족모형을 이용한 인터넷 쇼핑 사이트의 지속적 사용에 관한 연구

이선로(Sunro Lee),정연오(Yon-Oh Jung) 한국경영과학회 2008 經營 科學 Vol.25 No.3

This paper investigates the value of the expectation-confirmation model(ECM) of IT continuance in the internet shopping environments and attempts to expand the ECM with consideration of users diverse internet shopping factors and their preferences. Here, the extended ECM measures the users expectation-confirmation separately at the product, site and service levels, rather than treating it a single construct as measured in the original model. Further, AHP has been used for assessing the relative importance among the shopping factors, and the priority has been used for deriving weighted expectation-confirmation levels in the model. PLS analysis shows that there are significant differences in path coefficients between the ECM and a weighted ECM. This indicates that users preferences among the diverse shopping factors need to be properly assessed to better understand the relationship between users expectation-confirmation and their continued usage behavior.

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.