Mechanism of continuance usage of a mobile terminal: Perspective of individual behavior nature and social influence

The goal of this study is to integrate individual behavior related to both reasoned action and unconscious behavior with social influence to form a theoretical model to explore continuance usage of a mobile terminal (CUMT). This study advances a model of CUMT which considers individual factors and social factors based on TRA. Perceived usefulness (PU), perceived ease of use (PEU) and habit are introduced as independent variables and social network relationships (SNR) are introduced as a moderator into the research model. 221 respondents collected in China are used to examine the hypotheses with PLS-SEM method. The results indicate that PU, PEU and habit are the determinants of CUMT, and both PU and PEU are the antecedents of habit. Moreover, the findings demonstrate that SNR has a negative moderating effect on the PEU-CUMT relationship. This study provides a comprehensive understanding of the behavior of CUMT. Theoretical contributions and practical implications are also discussed.