Exploring Factors Affecting Mobile Device Users’ Continuance Motivation and Stickiness: The Perspective of Uses and Gratification Theory

• Main Authors: WAN-YI YU, 尤万宜
• Other Authors: YI-CHENG CHEN
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/52750822153488141286

碩士 === 國立臺東大學 === 資訊管理學系碩士班 === 102 === The rising and rapid widespread of mobile devices have significantly changed the way modern people interact through various sorts of messages. Given wireless networking technologies are becoming more and more mature; the rapid development of hardware and software development makes network resources and interpersonal information more immediate and convenient. Today, the mobile devices users who use mobile internet and app applications are also going an upswing trend in the network environment. Based upon the perspective of theory of the uses and gratifications (U&G), this study aims at exploring the behavioral intention of mobile device users using App applications. By extending and elaborating prior literature, this study manifested the antecedent latent variables as social structure, technological characteristics, and individual cognitive factors to examine the pros and cons among mobile device users’ continuance intentions and the degree of stickiness on using App applications. Through rigorous theoretical development processes, we further proposed a conceptual framework to validate the effects of the proposed major constructs on the stickiness of mobile device users. A large scale survey study was conducted to collect the empirical data from the smart phone users in Taiwan. Finally, two hundred and ninty five questionnaires were received. The partial least squares (PLS) method was applied validate the proposed conceptual framework and related plausible hypotheses. The PLS analysis results indicated that all hypotheses are supported, the related social structure and technology characteristics and individual cognitive factors have significant effects on users’ gratification, and their gratification also has a positive and significant impact on the continuance motivation. The higher gratification and continuance motivation of mobile device users comes with the more obvious stickiness behavior of mobiles device users using App applications. The research findings of this current study are expected to proffer instrumental guidelines and practical implications for the App applications developers and designers with more insightful understandings regarding the functions and requirements that mobile device user really need when using App applications.