Continuance Use Intention of Mobile Internet Services: Does Gender Matter?

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Author(s): Anis Khedhaouria (Montpellier Business School, Montpellier Research in Management, France)and Adel Beldi (IÉSEG School of Management (LEM-CNRS 9221), France)
Copyright: 2017
Pages: 23
Source title: Research Paradigms and Contemporary Perspectives on Human-Technology Interaction
Source Author(s)/Editor(s): Anabela Mesquita (School of Accounting and Administration of Porto, Polytechnic Institute of Porto, Portugal & Algorithm Research Centre, Minho University, Portugal)
DOI: 10.4018/978-1-5225-1868-6.ch010

Keywords: Engineering Science Reference / Human-Computer Interaction / Social Sciences & Humanities

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Abstract

In this chapter, we investigate the moderating effect of gender on the intention to continue using mobile Internet services (MIS) in an everyday life context. An extended model based on the technology acceptance theory is used to examine gender differences regarding MIS continuance intention in an everyday life context. A survey was conducted among 623 current MIS users to test the hypotheses using structural equation modeling approach. The findings show that female users expressed a stronger need for perceived usefulness and ease-of-use than male users, while male users expressed a significant need for perceived enjoyment. Interestingly, the stronger effect of perceived usefulness in females was contrary to prior TAM research. The observed gender differences suggest that MIS providers should consider gender when advertising and marketing MIS.

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Continuance Use Intention of Mobile Internet Services: Does Gender Matter?

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