Perceived value and continuance intention in mobile government service in China

Drawing on the value-based adoption model (VAM), a research model of mobile government (m-government) continuance usage behavior is developed. Data collected from a survey of 246 users of an m-government application in China are used to test the research hypotheses. Our results indicate that mobility, localizability, and personalization are positively associated with perceived value, which in turn, is positively associated with continuance intention. Our results show that perceived value partially mediates the relationships between mobility, personalization, and localizability (but not security) with continuance intention. Further, compatibility positively moderates the relationship between perceived value and mobility, localizability, and security (but not personalization), and between perceived value and continuance intention. Our results suggest that there is a tradeoff between personalization and security (analogous to personalization-privacy paradox where users are torn between their desire for personalization and their instinct to protect their privacy). Implications for research and practice are discussed.