Continuance Usage Intention Research Articles

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.

What Drives Continuance Usage Intention Toward Virtual Reality Games? Gamer-Avatar Identification and Experiential Consumption Perspectives

The rapid growth of the virtual reality (VR) gaming industry has underscored the importance of psychological and experiential factors in maintaining sustained engagement. Based on the self-determination theory and experiential consumption perspective (ECP), this research proposed a conceptual framework incorporating gamer-avatar identification and experiential factors as key determinants of VR games continuance usage intention and considered the moderating role of uncertainty avoidance. We gathered 385 valid responses from Chinese VR gamers. The research model, analyzed via AMOS and SPSS, showed that gamer-avatar identification significantly affects continuance usage intention, with immersion and perceived authenticity serving as crucial mediators. In addition, uncertainty avoidance moderates these relationships. In contrast, perceived value did not mediate this relationship, challenging traditional consumer behavior theories.

Decoding Users’ Continuance Intentions towards Digital Financial Platforms in the Indian Economy

Indian financial sector has seen a dramatic change in recent years, with digital finance unlocking new possibilities for financial inclusion. This paper investigates the factors influencing the continuous usage intention and advocacy intention, regarding digital finance, in the Indian economy. Utilizing the Stimulus-Organism-Response (S-O-R) model, the study examines how ease of use, credibility and ubiquity (stimulus) could influence user trust, satisfaction, and engagement (organism), ultimately affecting their intention to use and recommend the service (response) continuously. Non-probability convenience sampling technique was used to select the study sample. Based on the results, features of digital financial platforms such as ease of use, credibility and ubiquity, were found to have a significant impact on user trust, satisfaction, and engagement. These factors partially mediate the stimulus and response variables. The research findings provide Digital Financial Service Providers (DFSPs) with practical guidance on creating and implementing user-centric platforms that create engagement and trust. User experience should be prioritized and making sure that platform should be accessible, easy to use and compatible with a variety of devices.

Research on the influence of perceived quality on users' continuance usage intention of online live streaming class platforms: the mediating role of flow experience and the moderating impact of perceived usefulness.

With the penetration of the "Internet+" into social life, the digitization of education has become a trend and national demand. Alongside the rise of the "Everyone Live Streaming" era, online live streaming class platforms have rapidly grown due to favorable user experiences. Grounded in the Expectation Confirmation Theory, this study employed questionnaire surveys to investigate the influence mechanism of perceived quality, flow experience, and perceived usefulness on individuals' continuance usage intention of online live streaming class platforms. Through the analysis of 773 survey responses, this study reveals several key findings. Firstly, perceived quality significantly and positively affects users' intention to continue using the online live streaming class platforms. Secondly, flow experience partially mediates the relationship between perceived quality and continuance usage intention, underscoring its significance in user decision-making. Additionally, Perceived usefulness negatively moderates the relationship between perceived quality and flow experience, demonstrating varied effects. On the one hand, online live streaming platforms should actively invest in improving the quality of user perception, as this can lead to a better user flow experience and continued willingness to use. On the other hand, they should also pay more attention to the user's flow experience, which has a direct impact on the user's propensity to continue to use. Besides, the perceived usefulness of the online live class by the user should also be taken seriously.

Understanding the key driver of e-government services continuance usage intention: An integrated model of Expectation Confirmation Model and Technology Acceptance Model

Continuous usage is crucial for ensuring the longevity of technological advancements. The success of e-government is contingent upon its ongoing use, rather than its initial acceptance. Nevertheless, there has been a dearth of scholarly research on the ongoing use of e-government services. The objective of this study was to identify the primary factors that influences the continued use of e-government services in Indonesia. The research model was created by integrating both Expectation Confirmation Model and Technology Acceptance Model, two theories that are frequently employed in the adoption of technology. The data was obtained by administering an online survey to 217 Indonesian citizens who had previously utilized the Online Citizen Aspiration and Complaints Service (LAPOR) e-Government services. The results indicate that perceived ease of use had a substantial impact on citizen satisfaction and perceived usefulness. In contrast to previous research conducted in the context of e-Government, it was found that perceived usefulness did not have a significant correlation with the intention to continue using the system. The most significant predictor of continued intention to use was citizen satisfaction. Surprisingly, satisfaction was more significantly influenced by perceived ease of use than perceived usefulness. The implications of these findings are elaborated upon.

Modeling the critical success factors for continuous usage intention of foodservice mobile apps

ABSTRACT Foodservice apps are gaining popularity and have garnered significant scholarly and industry interest, yet there is a limited understanding of the critical factors driving their continuous usage. Insights about critical success factors can help organizations anticipate this industry’s future. To address this gap, the study has developed a hierarchical model to evaluate the relationships among critical success factors affecting the continuous usage intention of foodservice apps. A five-level hierarchical structure is established using modified Total Interpretive Structural Modeling and Matrice d’Impacts Croisés Multiplication Appliquée à un Classement analysis. The analysis identifies and categorizes eight critical success factors through an extensive literature review verified by consulting experts. The findings have shown varying levels of influence and dependence among the critical success factors. Information quality, food quality, app design, and perceived healthiness were the most significant factors driving the intention for continuous usage. The study’s practical implications are significant for foodservice managers and app developers, suggesting that prioritizing factors like information quality, app design, and perceived healthiness can enhance user engagement and long-term app usage.

Voice Unbound: The Impact of Localization and Experience on Continuous Personal Voice Assistant Usage and Its Drivers

This research explores the key factors driving the continuous use of Personal Voice Assistants (PVAs), particularly emphasising the roles of localization and experience in shaping these behaviours. Data has been gathered from 1041 PVA users through an online survey. By integrating psychological (Attitude, Enjoyment, and Personal Innovativeness), technological (Perceived Ease of Use and Usefulness), and social (Subjective Social Norms) factors, the study uncovers the complex mechanisms that influence users’ continued usage intentions towards PVAs. It also examines how localization and experience moderate these relationships, offering key insights for developers and marketers to optimise users’ continuous usage and expand market reach by effectively targeting diverse consumer segments. Further, qualitative insights reveal user needs and barriers, offering a deeper understanding of user expectations. The study also highlights several promising avenues for future research to further examine evolving dynamics between users and PVAs.

The effect of meta-commerce consumption value on consumer satisfaction and continuous usage intention: the moderating roles of meta-verse involvement and consumer competency

PurposeThe purpose of this study is to investigate the relationships between Meta-commerce consumption value, consumer satisfaction and continuous usage intention in light of the moderating effects of involvement and consumer competency.Design/methodology/approachA survey for hypothesis testing was conducted targeting 200 domestic consumers in South Korea aged 19 years and above with experience in Meta-commerce. In order to examine the data, we used exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling using SPSS and AMOS.FindingsThe paper discovered that Meta-commerce consumption value affects consumer satisfaction and continuous usage intention. Specifically, the extrinsic value and the epistemic value of Meta-commerce have a positively significant effect on satisfaction. Additionally, the hedonic value of Meta-commerce has a positively significant effect on continuous usage intention. It also presented the differences in influence between low-involvement/high-involvement groups and low-competency/high-competency groups and examined consumer perceptions in detail.Originality/valueThe paper discovered that Meta-commerce consumption value affects consumer satisfaction and continuous usage intention. Specifically, the extrinsic value and the epistemic value of Meta-commerce have a positively significant effect on satisfaction. Additionally, the hedonic value of Meta-commerce has a positively significant effect on continuous usage intention. It also presented the differences in influence between low-involvement/high-involvement groups and low-competency/high-competency groups and examined consumer perceptions in detail.

Continued use of artificial intelligence coaching services: Application of the value-based acceptance model

We used the value-based acceptance model to examine what drives continued usage of artificial intelligence coaching services. Analyzing survey data from 320 users in South Korea who had engaged in sports activities facilitated by artificial intelligence coaching services, our structural equation modeling results showed that usefulness and enjoyment positively predicted users' perceived value of the services, positively influencing their continued usage intention. Conversely, cost negatively predicted perceived value and complexity did not significantly affect perceived value. Thus, we can conclude that emphasizing benefits and minimizing costs are crucial for enhancing perceived value. Service providers should develop strategies to increase this value to maintain user engagement.

A Study on the Impact of Metaverse Use in Education on Educational Satisfaction and Continuous Usage Intention: A Focus on Middle School Students

A Study on the Impact of Metaverse Use in Education on Educational Satisfaction and Continuous Usage Intention: A Focus on Middle School Students

The Intrinsic Motivation for Continuous Usage Intention of Generative AI In the Fashion Design Field : A Self-Determination Theory Perspective

The Intrinsic Motivation for Continuous Usage Intention of Generative AI In the Fashion Design Field : A Self-Determination Theory Perspective

The Impact of Default Options on Tourist Intention Post Tourism Chatbot Failure: The Role of Service Recovery and Emoticon

Chatbot service failures are inevitable in tourism and hospitality, how chatbot service recovery retains tourists is an issue that cannot be ignored. The nudging effect of default options on consumers' behavior has been demonstrated in marketing. Whether default options can be as a powerful tool for service failure recovery is underexplored. Thus, this study aims to explore whether the default option can improve tourists' willingness to continue using the chatbot after service failure. Hypotheses were tested using three experiments, results showed that the opt-out default option can increase higher tourists' continuous use intention by decreasing tourists' affective effort. This effect is moderated by service recovery and emoticon. Specifically, opt-out default option is more effective to improve continuous usage intention when using informational help and pleading emoticon. These findings enriched theories on chatbot service failure and recovery and provide insight for default options using in chatbot under tourism and hospitality industry.

Who are the best contributors? Designing a multimodal science communication interface based on the ECM, TAM and the Taguchi methods

Science communication conducted through mobile devices and mobile applications is an efficient and widespread phenomenon that requires communicators and design practitioners to further develop suitable design elements and strategies for such platforms. The effective application of multimodal or multisensory design in interfaces provides users with rich experiences. However, there is a lack of guiding recommendations for user interface design in the citizen science community. This study investigated factors affecting users’ perceptions and behavioral intentions toward multimodal scientific communication interface designs and identified the optimal combinations of such factors for such designs. Through a focus group, we defined three design dimensions of a science communication interface: visual, auditory, and haptic. An online experiment involving 916 participants was then conducted and integrated the technology acceptance model, expectation–confirmation model, and Taguchi method to examine the hierarchical combinations with the greatest influence in each dimension. The results indicated that interface design combinations primarily focusing on visual elements, with auditory and haptic as secondary elements, can serve as effective tools for science communication. Moreover, layout, color tones, vibration intensity, and sound volume significantly affected users’ perceptions and behavioral intentions. As one of the few studies using the Taguchi method to explore the design of science communication interfaces, the present findings enrich the multimodal theory from the perspectives of design and communication, highlighting its value in science communication. This paper simultaneously provides insights into how to select and combine multimodal design elements in science communication interfaces, demonstrating the potential of such designs to affect a user perception, satisfaction, confirmation, and continued usage intention.

Enhancing Continuous Usage Intention in E-Commerce Marketplace Platforms: The Effects of Service Quality, Customer Satisfaction, and Trust

E-commerce marketplace platforms have evolved into integral digital intermediaries that shape online transactions in competitive environments. Companies continuously endeavor to improve e-service quality, customer satisfaction, and e-trust to gain a competitive advantage. This study aimed to identify the relationships between e-service quality, customer satisfaction, e-trust, and continuous usage intention in e-commerce marketplace platforms. Moreover, this study examined the roles of customer satisfaction and e-trust as mediators. We estimated nine hypothesized relationships using a structural equation modeling technique. Data from 311 users were used in the data analysis. The results are as follows: First, e-service quality significantly and positively affects customer satisfaction, e-trust, and continuous usage intention. Second, customer satisfaction has a significant and positive impact on e-trust and continuous usage intention. Third, e-trust has a significant and positive impact on continuous usage intention. Finally, both customer satisfaction and e-trust serve as significant mediating factors in the relationship between e-service quality and continuous usage intention. These insights hold strategic importance for e-commerce marketplace platform operators, allowing them to formulate service strategies and policies tailored to enhance user experience, foster trust, and drive continued usage, thereby strengthening their market position and ensuring sustained success.

A Study of User Continuance Intention on Online Fitness Platforms: A Perspective from TAM Theories

A Study of User Continuance Intention on Online Fitness Platforms: A Perspective from TAM Theories

Factors Influencing User's Continuance Intention Towards E-CNY Payment in Shanghai, China

Factors Influencing User's Continuance Intention Towards E-CNY Payment in Shanghai, China

The Antecedents of Positive Emotion and Continuous Usage of In-Flight Meals with Respect to Food Quality Using Structural Equation Modeling.

This work aimed to explore the food quality attributes of in-flight meals and to examine the antecedents of positive emotion and continuous usage of these meals. As a subdimension, this study uses multiple attributes: menu diversity, familiarity, temperature, nutrition, and presentation. Another purpose of this work is to examine the moderating effect of menu diversity on the relationship between nutrition and continuance usage. A survey via clickworker was used to collect the data for this work. There were 317 valid observations for statistical inference. This study used a structural equation model to test the hypotheses, and the Hayes process model macro 1 was adopted to test the moderating effect. The results showed that all independent variables other than familiarity significantly accounted for positive emotion. Moreover, all of these attributes had a positive impact on continuous usage. This work unveiled a significant moderating effect of menu diversity on the relationship between nutrition and continuance usage. This research elucidates the literature by clarifying the influential attributes of emotion and continuous usage intention in the domain of in-flight meal products and discussing practical implications.

The Role of Habit and Perceived Usefulness on the Continuance Intention of Subscription Video on Demand Services in Indonesia

In the midst of the rising popularity of Subscription Video On Demand (SVOD), the industry faces significant challenges. The high churn rate and the abundance of competitors in the SVOD industry necessitate that service providers develop strategies to maintain consumer interest. Consumers who significantly contribute to the high churn rate are Generation Y and Generation Z, also known as digital natives. This study aims to analyze how factors within the Expectancy Confirmation Model can influence the Continuance Intention of SVOD users. This descriptive study employs a cross- sectional design. The respondents of this study consist of 159 active SVOD users. The findings reveal that confirmation and individual mobility significantly influence perceived usefulness. Additionally, confirmation, perceived usefulness, and perceived enjoyment significantly affect satisfaction. Furthermore, satisfaction, perceived usefulness, and habit are significant predictors of continuance intention. However, the influence of individual mobility and perceived enjoyment on continuance intention is not significant. Practically, this study provides insights for SVOD service providers to develop marketing strategies that enhance consumer habit and satisfaction. Academically, this study combines two models from previous researchs making the model and variables used more comprehensive in explaining the predictors of continuance intention.

Unveiling the dynamics of Malaysian viewers’ continuance usage intention of OTT platforms: insights from the stimulus-organism-response (SOR) paradigm

Unveiling the dynamics of Malaysian viewers’ continuance usage intention of OTT platforms: insights from the stimulus-organism-response (SOR) paradigm

Impact of artificial intelligence-enabled service quality on user consumption value and continuous intention to use mobile fitness applications: Evidence from China

Artificial intelligence (AI) has been applied to mobile fitness applications (MFAs) to improve users’ continuance usage intention. Most of the literature has considered the adoption factors of MFA but has ignored the impact of AI effectiveness. To address this research gap, we develop a research model by integrating AI service quality and the theory of consumption value (TCV) to explore users’ continuance intention. Using a survey approach, a total of 416 valid questionnaires were collected in China, and the model was tested using partial least squares structural equation modeling (PLS-SEM). The results show that functional, emotional, social, epistemic, and conditional values partially mediate the relationships between AI service quality and the continuance usage intention of AI-enabled MFAs. This study contributes to the literature by considering and examining the effect of AI service quality on users’ assessment of different consumption values, which advances the understanding of the AI service quality function in AI-enabled MFAs.