Browsing by Subject "Human information processing -- Research"
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Item Why do Internet users stick with a specific web site?: investigating the continuous use of information systems from a relationship perspective(Texas Tech University, 2002-08) Li, DahuiInformation Systems (IS) use is a major dependent variable in IS research. Most researchers investigating IS use have focused on the initial adoption of IS. Few researchers have studied the continuous use of IS, despite its clear importance to theory and practice. If IS are adopted but usage does not persist, there arc critical implications for systems development and implementation strategies. The present research investigates the reasons people use an IS on a continuing basis and the factors that contribute to continuous use. Based on theories and findings from various fields, this study predicates that an IS can be regarded as a social actor in a social relationship with the IS user. The research questions to be answered are: (a) Can relationship theories help explain continuous IS use? (b) What are salient relationship factors in the context of continuous IS use? Three relationship theories. The Investment Model from social psychology. Commitment-Trust Theory from relationship marketing, and a multidimensional construct of commitment from organizational behavior, are integrated to develop a research model of continuous IS use. It is proposed that an IS user's commitment to the IS and his trust in the IS are salient factors that influence his continuous use intention and behavior. It is also hypothesized that (I) commitment mediates the effects of satisfaction, quality of alternatives, and investment size on continuous use intention, and that (2) trust mediates the effects of communication quality and opportunistic behavior on continuous use intention. An empirical study using a survey methodology was conducted to test the research model. Web site was selected as a special type of IS. and students who used web sites were sampled as IS users. Using the Structural Equation Modeling (SEM) method, data analysis showed that all the research hypotheses were supported. The analysis also suggested a modification of the research model by hypothesizing an association between satisfaction and trust and an association between satisfaction and continuous use intention. The findings of the study will contribute to post-IS adoption research and practice, human-computer interaction research, and business-to-consumer relationship marketing.