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Title:
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EXAMINING THE CONTINUANCE OF MOBILE INTERNET SERVICE USAGE: DEDICATION-BASED AND CONSTRAINT-BASED RELATIONSHIP PERSPECTIVE |
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Author(s):
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Hee-woong Kim , Kee-young Kwahk |
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ISBN:
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972-8924-23-2 |
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Editors:
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Sandeep Krishnamurthy and Pedro Isaías |
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Year:
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2006 |
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Edition:
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Single |
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Keywords:
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Continuance intention, Post-adoption behavior, Dedication and constraint based relationship |
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Type:
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Full Paper |
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First Page:
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135 |
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Last Page:
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142 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Mobile Internet is a form of subscription and usage based IT service. Therefore, post-adoption behavior (continued adoption or discontinuance) of the customer is more important compared to conventional IT products and one-time services, where the initial adoption decision is considered more crucial. While previous research on continuance intention in marketing and e-commerce area has focused mainly on dedication based factors such as loyalty and satisfaction, this study has identified several antecedents of continuance intention based on the theoretical foundations of both dedication and constraint based relationship development. From a survey conducted on mobile Internet users, we have found satisfaction, perceived value, and familiarity to be significant to continuance intention while switching costs was not. This study has contributed to the IT continuance literature by providing an understanding of how continuance intention can be strengthened in mobile Internet users and to m-commerce domain by providing suggestions on how to retain mobile Internet customers. |
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