Examining influencing factors of post-adoption usage of mobile internet: Focus on the user perception of supplier-side attributes |
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Authors: | Young Mee Shin Seung Chang Lee Bongsik Shin Ho Geun Lee |
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Affiliation: | (1) School of Business, Yonsei University, Seoul, Korea;(2) Small Business Corporation, Seoul, Korea;(3) Information and Decision Systems, College of Business Administration, San Diego State University, 5500 Campanile Drive, San Diego, CA 92182, USA |
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Abstract: | Key supplier-side factors that affect the usage level of mobile Internet were identified and the procedural mechanism among
the independent and dependent variables was investigated. For this, a research model was introduced to describe associations
among four external variables (access quality, service variety, cost rationality, and ease of use), an intermediate variable
(usefulness) and a dependent variable (the usage level of mobile Internet). Through the on-line survey, data were gathered
from actual mobile Internet users. Confirmatory factor analysis and path analysis were applied to test the overall integrity
of the research model and of proposed hypotheses. All four external variables affected user perceptions on the usefulness
of mobile Internet. Among them, service variety and cost rationality had a relatively larger influence on perceived usefulness.
Perceived usefulness of the mobile Internet had a positive effect on its usage, confirming the important role of usefulness
as a significant mediator between the four external variables and the dependent variable. Meanwhile, the cost rationality
was the only external variable with direct influence on the MI usage. Theoretical and practical implications of the study
results are discussed. |
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Keywords: | |
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