Continued Use of Mobile Technology Mediated Services: A Value Perspective
This study incorporates insights from services marketing and information systems (IS) usage research, and proposes a service value perspective of continued use of Mobile Technology Mediated Services (MTMS). Our study illustrates that customers strongly recognize the value of MTMS in building utilitarian and hedonic benefits, which influences their intentions to continue using the service. Our study shows that, when assessing value of MTMS, customers are less concerned with effort-based cost for the service use. Instead, the effort-based cost is recognized as a negative predictor of utilitarian and hedonic benefits of MTMS usage. Accounting for the dual role of MTMS patrons as a service customer and a user of IT artifacts, our study contributes to IS theory by incorporating the value perspective into IS usage literature in the service context. The findings provide practical guidelines for MTMS managers to develop value-based strategies for business survival and marketing extension.