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The diffusion of mobile data services and applications: Exploring the role of habit and its antecedents

机译：移动数据服务和应用程序的传播：探索习惯及其前身的作用

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Given the prevalence of mobile data services and applications (MDSA) such as App Store, it is important to diffuse MDSA and understand user behavior toward it. Recent research on marketing and information systems (IS) has shed light on the habitual use of frequently used IS. This study attempts to develop a research model that clarifies the role of habit in the actual use of MDSA. Considering the unique and specific characteristics of MDSA, this study examines the antecedents of MDSA habit in an effort to elucidate key factors accelerating the development of MDSA habitual use. Data collected from 317 users who had prior experiences with MDSA were empirically tested against the research model using partial least squares (PLS). The analysis results indicate that both continuance intention and habit play an important role in the actual use of MDSA. Moreover, the findings reveal that habit is a more prevalent predictor of actual use compared to conscious intention. It was found that user satisfaction, perceived monetary value, and variety of use serve as the antecedents of MDSA habit. The theoretical and policy implications of the findings are described.
机译：考虑到诸如App Store之类的移动数据服务和应用程序（MDSA）的盛行，重要的是传播MDSA并了解用户对此的行为。市场营销和信息系统（IS）的最新研究为经常使用的IS的习惯用法提供了启示。本研究试图建立一种研究模型，以阐明习惯在MDSA的实际使用中的作用。考虑到MDSA的独特特性，本研究考察了MDSA习惯的前身，以阐明加速MDSA习惯使用发展的关键因素。使用偏最小二乘（PLS），根据研究模型对从317位曾拥有MDSA经验的用户收集的数据进行了经验检验。分析结果表明，持续意愿和习惯在MDSA的实际使用中均起着重要作用。此外，研究结果表明，与有意识的意图相比，习惯是实际使用更普遍的预测指标。发现用户满意度，感知的货币价值和使用的多样性是MDSA习惯的前身。描述了研究结果的理论和政策含义。

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