A study on the influence on continuance intention to use of mobile paid contents
- Authors
- Lee, Yong-Cho; Chang, Tai-Woo; Lee, Hong-Joo
- Issue Date
- Aug-2021
- Publisher
- ICIC International
- Keywords
- Continuance intention; Curiosity; Paid contents; Post acceptance model
- Citation
- ICIC Express Letters, v.15, no.8, pp 853 - 859
- Pages
- 7
- Journal Title
- ICIC Express Letters
- Volume
- 15
- Number
- 8
- Start Page
- 853
- End Page
- 859
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/146495
- DOI
- 10.24507/icicel.15.08.853
- ISSN
- 1881-803X
- Abstract
- In a saturated mobile marketplace, it is necessary to make money with subscription-based applications (apps) rather than selling apps or app-downloading. And it requires analysis of the factors that affect continuous usage of the apps. In this study, we constructed a new model by adding the variable 'curiosity' to the post-acceptance model (PAM). The PAM was applied because we need a model that considers 'continuance intention' as a dependent variable and the intention can lead to generating revenue by continuous usage with subscription-based apps. To verify the moderating effect of curiosity, a multi-group analysis was conducted. As a result of the analysis, we can find that the variables of the PAM influence the intention of continuous usage and that curiosity as a moderating variable influences each factor. © 2021 ICIC International. All rights reserved.
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