Affect Continuance Intention Research Articles

How Could Brand Image, Ethnocentrism, and Brand Attachment Impact Consumer Behaviour in the Service Industry: A Comparative Study

Underpinned by self-congruity theory, cognitive appraisal theory, and attachment theory, the current research develops a comprehensive theoretical framework of the key factors determining continuous purchase intention for two coffee brands by incorporating critical factors such as brand image, ethnocentrism, and brand attachment. This paper also investigates the intervening role of brand attachment in such links. The study applied a quantitative approach by gathering data through a self-administered survey from 266 consumers who purchased two coffee brands in Oman: Starbucks Coffee (as an international brand) and Fifty Five Coffee (as a local brand). Using partial least squares structural equation modeling (PLS-SEM), the empirical findings indicated that brand image significantly influenced brand attachment and continuance intention. Ethnocentrism impacted brand attachment and did not have a significant link with continuance intention for Starbucks. However, it significantly affects both brand attachment and customers’ continuance intention for Fifty Five Coffee. Brand attachment positively affects continuance intention and significantly mediates the links between brand image, ethnocentrism, and continuance intention for Starbucks and Fifty Five Coffee. The current endeavour holds a variety of theoretical and practical implications for concerned scholars and professionals respectively. The limitations and future research avenues are also outlined.

From Attraction to Retention: How Vlogger Attributes, Vlog News Content Quality, and Platform Features Affect Continuance Intention of Vlog News

In the digital media era, video blogs (vlogs) have become a crucial news platform, gaining attention for their personalized and interactive features. However, research has yet to fully explore the factors influencing sustained audience engagement with vlog news. Grounded in Media-system Dependency (MSD) Theory and Parasocial Interaction (PSI) Theory, this study examines key drivers of continuous user engagement, including vlogger attributes, content quality, and platform technicalities. A survey of 553 users, analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy-set Qualitative Comparative Analysis (fsQCA), reveals significant effects of vlogger attractiveness and expertise, content’s entertainment and information quality, and the platform’s interactivity and fluency on PSI and ongoing viewing intentions. Additionally, the emotional bond between users and vlog news moderates the PSI and sustained viewing relationship. These findings enrich the media consumption framework and offer practical insights. Notably, the role of algorithmic content curation, enhancing media dependency and PSI through personalized content recommendations, is acknowledged.

Understanding anthropomorphic voice-AI chatbot continuance from a human-AI interaction perspective

ABSTRACT Although anthropomorphic AI technologies nowadays are significantly changing the human-AI interaction, the mechanism of how voice-AI chatbots’ anthropomorphism affects users’ continuance behaviour is unclear. To explore the role of human-AI interaction and privacy concerns in the continuance intention of anthropomorphic voice-AI chatbots, a research model, based on parasocial relationship theory, is developed. The research model was then empirically tested against a cross-sectional survey from 473 voice-AI chatbot users and two-wave longitudinal data collected from 271 voice-AI chatbot users. The Structural Equation Modelling (SEM) results indicate that voice-AI chatbots’ anthropomorphism affects continuance intention via both human-AI interaction fluency and human-AI rapport building. In particular, the impact of voice-AI chatbots’ anthropomorphism on voice-AI chatbots’ continuance intention is fully mediated by human-AI interaction fluency and human-AI rapport building. Moreover, the influence of human-AI interaction fluency on voice-AI chatbots’ continuance intention will decrease and the impact of human-AI rapport building on voice-AI chatbots’ continuance intention will increase when users’ privacy concerns are high. The findings provide new insights into AI chatbot research from a human-AI interaction perspective. Developers of voice AI chatbots could focus on anthropomorphism, interaction and user information collection strategies to increase user continuance intention.

Factors Influencing Satisfaction for Continuance Intention to Use E-Learning Systems in Higher Education: Delphi Technique

E-learning has been widely adopted by universities globally, transforming teaching and learning practices in higher education. While much research has focused on adopting and accepting e-learning, less attention has been paid to students' satisfaction and their continuance intention (CI) to keep using these systems. A literature review reveals low student satisfaction and the intention to continue using e-learning platforms. Despite the extensive studies on continuance intention in e-learning, there is no clear consensus on the factors influencing student satisfaction with continuance intention. This indicates a knowledge gap regarding individual and system aspects contributing to e-learning satisfaction. This study seeks to identify key satisfaction factors affecting continuance intention using a two-round Delphi technique involving ten experts and to develop an initial model of these factors for higher education institutions. This model is expected to help institutions better understand the critical factors driving continuance intention, enabling more informed decisions in evaluating and implementing e-learning projects.

Factors Affecting Continuance Intention Towards Adoption of Linkaja Mobile Payment

Factors Affecting Continuance Intention Towards Adoption of Linkaja Mobile Payment

How Does Aesthetic Design Affect Continuance Intention in In-Vehicle Infotainment Systems? An Exploratory Study

With the digitalization of automobile cabins, in-vehicle infotainment systems play an increasingly pivotal role in vehicles. This study aims to understand how the interface aesthetics of the in-vehicle infotainment system affect users’ continuance intention in in-vehicle infotainment systems. Based on a literature review, a theoretical model was constructed, encompassing seven latent variables: simplicity, colorfulness, diversity, craftsmanship, functional value, emotional value, and continuance intention. Analysis of 243 valid questionnaires revealed that both functional and emotional values serve as crucial mediators in encouraging users to continue using the in-vehicle infotainment system, with functional quality being the core element. Moreover, simplicity, diversity, and craftsmanship indirectly affect continuance intention by influencing both functional and emotional values. These findings underscore the need for future designers of in-vehicle infotainment systems to focus on interface functionality and emotional needs, and to ensure that content is concise, engaging, user-friendly, and visually polished, thereby enhancing the user experience and fostering the intention to continue usage.

To acknowledge or conceal: an exploratory study on designers' self-determination factors and attitudes toward artificial intelligence participation in their works

PurposeThe rapid development and widespread application of artificial intelligence tools have raised concerns about how designers are embracing these technologies. This study investigates the factors influencing designers' behavioral intention to use and disclose the use of generative artificial intelligence.Design/methodology/approachA quantitative research approach was employed, designing a structured questionnaire based on Self-Determination Theory to assess the impact of various psychological and social dimensions. The questionnaire included dimensions such as autonomy, competence, relatedness, social influence, value fit and social innovativeness. A Partial Least Squares Structural Equation Modeling analysis was conducted on 309 valid responses from diverse design fields.FindingsCompetence and relatedness are significant factors influencing designers' continuance intention to use generative artificial intelligence. Although autonomy does not significantly affect continuance intention, it plays a crucial role in the decision to disclose artificial intelligence participation. Social influence and value fit significantly shape autonomy, competence and relatedness, while the impact of social innovativeness is relatively limited.Originality/valueThis study clarifies the factors influencing designers' continuance intention and disclosure of generative artificial intelligence tools from both individual and social dimensions, enhancing the understanding of the relationship between designers and generative artificial intelligence tools. It provides valuable insights for the development of artificial intelligence technology and the future trends in the design industry, offering significant theoretical and practical value.

In-store augmented reality experiences and its effect on consumer perceptions and behaviour

PurposeThis study aims to explore the impact of augmented reality (AR) technologies on consumer information processing and value perceptions in physical stores. Specifically, it investigates how the vividness, novelty and interactivity of AR shape utilitarian and hedonic value perceptions, and influence consumer purchase and continuance behaviour.Design/methodology/approachThe study used the store intercept survey method at 15 retail outlets across four metro cities in India, representing nine prominent retail brands deploying AR technologies. The data collected (n = 650) were subjected to exploratory and confirmatory factor analysis.FindingsMajor findings confirm a significant effect of vividness, novelty and interactivity on utilitarian and hedonic value perceptions of in-store AR experiences of customers in physical stores. Hedonic value was found to affect continuance intention but not purchase intention, while utilitarian value was found to affect purchase intention but not continuance.Research limitations/implicationsThis study extends the stimulus–organism–response model’s application to AR in physical stores by integrating the impact of vividness, novelty and interaction on both utilitarian and hedonic values and revealing their significance in influencing purchase intentions and continuance.Practical implicationsMajor findings advise retailers to increase AR experience adoption in stores and illustrate the process through which purchase and continuance intentions may be influenced.Originality/valueThis is one of the few studies that explore the impact of AR on consumer attitudes and intentions in physical stores. In addition, the study explores the effect of AR tools as a process that passes through value perceptions and then affects the consumer.

Understanding the opposing forces of continuance intention: a hybrid SEM-ANN approach

PurposeThis study looks to understand the opposing forces that would influence continuance intention. This is significant as users will take into account the positive and negative use experiences in determining their continuance intention. Therefore, this study looks to highlight the opposing forces of users’ continuance intention by proposing the Expectation-Confirmation-Resistance Model (ECRM).Design/methodology/approachThrough an online survey, 411 responses were obtained from mobile payment users. Subsequently, a hybrid approach comprised of the Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Artificial Neural Network (ANN) was utilized to analyze the data.FindingsThe results revealed that all hypotheses proposed in the ECRM are supported. More precisely, the facilitating and inhibiting variables were found to significantly affect continuance intention. In addition, the ECRM was revealed to possess superior explanatory power over the original model in predicting continuance intention.Originality/valueThis study successfully developed and validated the ECRM which captures both facilitators and inhibitors of continuance intention. Besides, the relevance and significance of users’ innovative resistance to continuance intention have been highlighted. Following this, effective business and research strategies can be developed by taking into account the opposing forces that affect users’ continuance intention.

The Factors Affecting Continuance Intention of ChatGPT as An AI Chatbot in Indonesia

The transition from Industry 4.0 into Industry 5.0 is happening somehow. That case also appeared in Indonesia. Currently during 2023 there is this Artificial Intelligence Chatbot been developed by OpenAI and released at November, 2022. This AI Chatbot named ChatGPT mainly functioned to allow human for having conversation with Chatbot itself. The problem occurred in Indonesia is that whether personal information of the user given to this Chatbot secured or not and does the user is still willing to continue using this Chatbot after they know the security and risk of cybercrime for their own personal information. This research used Quantitative-method and used an online survey to collect data with the total respondent of 30 respondents that used to get the Preliminary Data Analysis for the Paper. This paper is also using Smart PLS to calculate the data and the purpose of this research is to identify and test whether the factors between variables are having significant relation to the use of ChatGPT App in Indonesia. Result showed that there were no significant relation between each variables towards the Continuance Intention of ChatGPT App in Indonesia.

Exploring the determinants of patients' continuance intentions in online health communities from the network effects perspective.

Objectives: Online health communities (OHCs) facilitate patient-physician interaction and the adoption of online health services. However, few studies explored the impact of network effects on patients' continuance intentions in OHCs. This study aims to explore the determinants affecting OHC patients' continuance intentions based on the network effects theory and expectation confirmation model (ECM). Methods: An integrated research model and relative hypotheses are proposed. A total of 420 valid responses are collected through an online questionnaire survey to test the research framework using structural equation modeling. Results: The results reveal that direct network effect, cross network effect, and indirect network effect all positively affect perceived ease of use, and the latter two also positively affect perceived usefulness that further affect continuance intention. In addition, other results are consistent with the ECM-based hypotheses and the positive impact of perceived e-health literacy on continuance intention is also explained. Conclusion: Patients' continuance intention to use OHCs can be improved by network effects through direct, cross, and indirect formats. ECM-based determinants, including confirmation, perceived usefulness, and satisfaction, provide valuable insights for OHC patients' continuous use. Enhancing e-health literacy helps maintain patients' intention to continue using OHCs.

Factors affecting continuance intention in e-wallet use in Indonesia after COVID-19

The purpose of this study is to provide input related to the key factors that need to be considered in the nuanceintention for the development of various features on ewallet applications or platforms in Indonesia so that development companies can compete with similar platforms. This study will be conducted entitled "Factors Affecting Continuance Intention in the Use of Ewallets in Indonesia After the COVID-19 Pandemic: Modification of Technology Continual Theory (TCT). The data obtained was analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS software version 4. The results of this research found that the factors that most influence the motivation of using e-wallets after the pandemic are the Habit factor with a t-statistic value of 3,655 > 1.96, p-value of 0.000 0.05 and an original sample of 0.291 and an Attitude factor with an t score of 3,682> 1.96.

Beliefs, flow and habit in continuance of over-the-top (OTT) platforms

PurposeThe demand for over-the-top (OTT) video streaming services has grown manifold in the last few years. With increasing competition in the OTT market, it is vitally important for businesses to understand OTT retail consumers' continuance intentions. This study aims to understand the antecedents of the continuance intention of OTT platforms and distinguish the most essential and best-performing predictor variables of continuance intention.Design/methodology/approachThe study employs an integrated research model based on the theory of planned behavior (TPB), flow theory and habit. Data collected from OTT retail consumers (n = 383) using the online survey method are analyzed using partial least squares structural equation modeling.FindingsThe results elucidated which TPB antecedents and dimensions of flow experience affect OTT platforms' continuance intention. The most important factors affecting continuance intention were habit, attitude and perceived behavioral control, while the best-performing factors were perceived behavioral control, perceived enjoyment and attitude.Originality/valueThe study is unique in harmoniously integrating conscious cognitive intention, intrinsic motivation and habit of performing an activity to explain OTT platforms' continuance intention.

Examining consumers' continuance and sharing intention toward food delivery apps

PurposeA food delivery app (FDA) is a technological advancement connecting restaurants and consumers, making it possible to deliver food home conveniently. The current study seeks to identify the factors affecting consumers' continuance intention and sharing intention toward the FDA in the USA and Canada using an integrated framework built using trust transfer theory and a variety of constructs.Design/methodology/approachThe authors collected data/inputs from 476 respondents in the USA and Canada who had used FDAs in the past and analyzed them using the structural equation modeling technique.FindingsThe results indicate that trust in FDA, trust in the user community and commitment affect continuance intention and sharing intention. Interestingly, trust in the seller does not influence commitment, continuance intention and sharing intention. Additionally, the trust disposition and reputation of the FDA play an important role in building trust in FDA.Research limitations/implicationsThe present study combines the trust transfer theory with various important constructs such as commitment, trust disposition and reputation of the FDA to build an integrated framework to elucidate the continuance intention and sharing intention toward FDAs.Practical implicationsThis study facilitates the FDA providers to understand how trust disposition, the reputation of the FDA and trust in the Internet build trust among FDA consumers. The study also helps them to fine-tune their trust-building strategy by considering several trust targets. It further enables them to appreciate how commitment results in continuance intention and sharing intention toward FDA.Originality/valueIt is an original study investigating the role of various constructs and trust transfer theory in shaping the consumers' continuance intention and sharing intention toward the FDA.

Can AI chatbots help retain customers? An integrative perspective using affordance theory and service-domain logic

Chatbots' role in service contexts is changing to ensure better connectedness with customers in the digital marketing era. Thus, developing an understanding of how to enhance user perceptions and behaviors through interface design has become crucial. Using affordance theory and service-dominant logic as theoretical lenses, this study examines how chatbot affordances affect consumers' continuance intention through value-in-use. Data collected from 405 chatbot users of selected banks were analyzed using structural equation modeling. The results reveal that chatbot affordances positively influence personalization and experience. Furthermore, personalization influences switching costs and psychological ownership, whereas experience affects psychological ownership. Moreover, switching costs affect continuance intention through inattentiveness to alternatives. Finally, psychological ownership influences customer citizenship behavior, which impacts continuance intention.

Acceptance Toward Coursera MOOCs Blended Learning: A Mixed Methods View of Vietnamese Higher Education Stakeholders

This triangulation mixed methods study employed the Technology Acceptance Model (TAM) to investigate the factors affecting continuance intention toward Coursera MOOCs blended learning (CMBL) with undergraduate students at a Vietnamese private higher education institution (HEI). IBM AMOS version 24 was employed, with which Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to examine the reliability and validity of the data collected from 637 students. Manual coding and thematic analysis of qualitative data collected from 30 interviewees, namely administrators, lecturers, curriculum developers, and students, were also conducted to identify the emerged themes and sub-themes. Content feature, social influence, and perceived usefulness were critical factors influencing the HEI students’ continuance intention to use CMBL. This study makes two significant contributions. First, we contribute to the literature from a theoretical standpoint by comparing factors influencing students’ acceptance of CMBL from critical stakeholders in a higher education institution. Second, our findings have practical implications on increasing undergraduate students’ acceptance of blended learning using MOOCs for the long term, which could provide beneficial pointers for HEIs planning to integrate MOOCs for teaching and learning within the higher education context.

Usage Analysis of Mobile Payment System to Consumer Continuance Intention in Jabodetabek

This research aims to study the continuous intention of mobile payment usage using the Technology Acceptance Model (TAM) theory with the extended model using perceived trust and subjective norms. A survey conducted through 25 questions questionnaire using a 5-point Likert scale with a total of 158 respondents was obtained by multiplying indicators by 6, with SEM-PLS method using SmartPLS 4.0. The analysis shows that perceived satisfaction significantly affects continuance intention to use mobile. The effect of subjective norms on continuance intention to use mobile payment is significant, and perceived ease of use and perceived usefulness have shown a positive relationship to perceived satisfaction. The perceived trust does not significantly affect the continuance intention to use mobile payment. In the previous study, continuance usage of mobile payment is conducted in South Africa, which is a gap in people's finances. The main limitation of this research is the limited data and a very diverse profile of respondents, which may have needed to be more fairly represented in this study. These results suggest that the mobile payment service provider effectively improves customer satisfaction. Gaining more trust in many aspects to make customers use mobile payment continuously. Perceived satisfaction has a positive relationship to keep the continuance intention to use mobile payment systems.

How Performance Expectancy and Security Affect Continuance Intention on Gopay Users

GoPay is a leader amongst mobile wallet service providers, however the position is threatened by the coming of new players in the market. This research aims to investigate the influence of performance expectancy and the perception of security towards continuance usage intention and satisfaction’s role as the mediator on GoPay users in Banda Aceh. It is conducted by distributed online questionnaires to GoPay users which result in 90 respondents. Partial Least Square-Structural Equation Model (PLS-SEM) was used for data analysis. This study found that performance expectancy and satisfaction affect users’ intention to continue using GoPay. However, no direct influence is found in the relationship between perceived security and users’ willingness to continue using GoPay. This study also found that satisfaction can act as the mediator in the relationship between performance expectancy, perceived security, and intention to continue.

How trust incongruence affects continuance intention in Peer-to-Peer accommodation service: transaction and consumption risks as moderators

PurposePeer-to-Peer Accommodation Service (P2PAS) has emerged as a novel paradigm that enables consumers to book temporary accommodation through P2PAS platforms (online transaction), and then reside in hosts' rooms (offline consumption). Due to potential variance in performance and conflict of interest between hosts and platforms, consumers may differ in their trust perceptions of the two parties, which in turn affects consumers' continuous usage of P2PAS. To this end, the authors endeavor to unravel the effect of consumers' trust incongruence on continuance intention, and to further elucidate the moderating influence of transaction and consumption risks on this relationship. This paper aims to discuss the aforementioned objectives.Design/methodology/approachThis study collected data through an online survey of 408 P2PAS consumers. Polynomial modeling and response surface analysis were conducted to validate the hypothesized relationships.FindingsResponse surface analysis reveals that trust incongruence did not significantly affect consumers' continuance intention. However, continuance intention would be greater when TP was higher than TH compared with when TH was higher than TP. Furthermore, the analytical results suggest that trust incongruence exerts greater negative effect on continuance intention when transaction and consumption risks were high.Originality/valueFirst, the study marks a paradigm shift in conceptualizing the incongruence between TP and TH as a determinant of consumers' continuance intention toward P2PAS. Second, the authors derive a typology of risks that is contextualized to P2PAS. Finally, the authors establish transaction and consumption risks as boundary conditions influencing the effects of trust incongruence on consumers' continuance intention toward P2PAS.

Investigating Factors Affecting Continuance Intention of Malaysian Higher Education Students Towards Online Distance Learning for Further Studies

Investigating Factors Affecting Continuance Intention of Malaysian Higher Education Students Towards Online Distance Learning for Further Studies