Abstract
This study aims to investigate the effects of age on continued usage intention of mobile value-added service and its impact on personal innovativeness, perceived usefulness, confirmation and satisfaction between two mobile service user segments; Generation Y and Baby boomers. A multiple group structural equation modeling approach is utilized to assess the proposed model. This study found that personal innovativeness might be an inhibitor for continued use of mobile value-added services for the Baby boomers. Confirmation may be a critical motivator for baby boomers’ continued use of mobile value-added services. Our findings provide mobile value-added providers with insights into their advertising strategy. According to these findings, mobile value-added service providers are recommended to appeal to the emotional value of innovativeness for Generation Y. For Baby boomers, emphasis can be placed on the economic value obtained from their services. Key words: Expectation confirmation model, mobile value-added service, continuance.
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