A study on the influence on continuance intention to use of mobile paid contents

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.