Continuance usage of mobile SMS: the moderating role of habit

With the rapid growth of mobile technology and social media, research into continuance usage of mobile social media services (MSMS) has emerged as an important issue. This study proposes a research model by extending the expectation-confirmation model with the perspectives of IS motivation theory, theory of planned behaviour, social cognitive theory and privacy concerns to explore the determinants of an individual's continuance intention and continuance usage toward MSMS. Data collected from 376 participants with prior experience with Facebook mobile were used to test the proposed model. The findings indicate that perceived usefulness and perceived enjoyment are important in forming the continuance intention and subsequently leading to continuance usage. The concern-for-information-privacy associated with secondary use, and anxiety associated with capability and contexts can be regarded as antecedents of users' continuance intention of using MSMS. Results also confirmed the moderating effects of habit on the relationship between users' continuous intention and usage.