Abstract
The study investigates the underlying motives facilitating users’ continuance intention for digital content in academic settings. Extending the expectation confirmation model of IS continuance (ECM-ISC), the study proposes a conceptual model by incorporating personal and technological antecedents of users’ continuance intention for digital content. In addition, users’ environmental concerns and price value are considered as potential moderators in the relationship between their satisfaction and continuance intention for digital content. An online survey was used to collect data from 311 digital content users of a large public university in Saudi Arabia. Structural equation modeling was used to test the relationships in the conceptual model. The results obtained from SmartPLS 3.2 confirm that compatibility, convenience, self-efficacy, and facilitating conditions are the predictors of confirmation and usefulness of digital content. The confirmation of expectations and perceived usefulness result in greater satisfaction with the digital content, which in turn leads to users’ continuance intention. In addition, the article provides empirical evidence for the impact of environmental concerns on the satisfaction–continuance intention relationship, thus opening a novel research debate. The study is expected to offer new insights both for academicians and managers of digital content.
Highlights
Broadband internet and the availability of portable smart devices have changed the way of life in almost every aspect, and the field of education is one of the most transformed ones
This study focuses on the post-adoption of digital content; so, expectation confirmation model of IS continuance (ECM-ISC) is natural choice to explain users’ continuance intention for digital content
Researchers have mainly focused on the features of e-books (Ani et al, 2015; Hsiao & Chen, 2017; Jin, 2014; Joo et al, 2017; Stone & Baker-Eveleth, 2013), whereas this study considers digital content generally as any academic material in electronic format that may be used through computer screens or mobile devices
Summary
Broadband internet and the availability of portable smart devices have changed the way of life in almost every aspect, and the field of education is one of the most transformed ones. After an initial use of digital content, the user gets more knowledge and experience about the required infrastructure supporting digital content usage, which means that the positive confirmation of facilitating conditions leads to PU and satisfaction that, in turn, affect continuance intention. Fernández-Guzmán and Bravo (2018) used ECM framework to study the continuous usage of natural gas, and they confirmed significant effects of environmental consciousness on the Intention of Continued Use. While investigating e-book subscriptions, Hsiao and Chen (2017) confirmed that a positive attitude about the environment indirectly influenced users’ intention to pay for digital book subscriptions. To portray above stated hypotheses, following conceptual model (Figure 1) has been proposed
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