The mediating effects of habit on continuance intention

Abstract

How do the behavioral-cognitive-emotional constructs of attitude, satisfaction, and habit drive consumer continuance intention of incumbent mobile technologies? From a survey of 528 consumers, we ran two structural equation models: model #1 is a base model of direct effects of attitudes and satisfaction on continuance intention; model #2 adds habit as a mediator variable. We show that consumer attitudes are stronger predictors of continuance intention, without mediation effects from habit. Consumer satisfaction only weakly predicts continuance intention and is mediated by habit. While satisfaction is correlated with consumer attitude, and satisfaction is correlated with habit, consumer attitudes seem unrelated to any habits. Attitude seems to be the strongest determinant of continuance intention; second, in the absence of compelling rational data, or given beliefs that competitors are largely undifferentiated, consumers might continue using the same product. Such complex interactions between variables may not be adequately captured in a straightforward variance model, however this study extends research in habit and continuance intention and provides for future research exploring the importance of habit over satisfaction and predominance of consumer attitudes in predicting continuance intention.