Abstract
The proliferation of smartphones has provided a huge market for mobile apps and created a massive industry for developers/designers creating various mobile apps for use in our daily activities. However, with many mobile apps competition for users attention, the continued use of these apps has become a growing concern as users easily dump one app for another even after just a single use. This study examined the role of simplicity in the continuance use of mobile apps. The study extended the ECM with simplicity and showed that simplicity had a significant direct positive influence on confirmations, perceived usefulness, and satisfaction as well as a significant total indirect effect on continuance intentions. Additionally, all the ECM proposed relationships were confirmed. The study extends the current literature on continuance use of mobile apps by demonstrating the relevance of a concrete factor that developers/designs can manipulate to improve the continuance use for their mobile apps.
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