A Model-Based Comparison between Continuers and Discontinuers

Many mobile Internet users are not continuing to use mobile Internet services after initial use. This study aims to explore how such users (discontinuers) differ from ongoing users (continuers) in terms of accepting mobile Internet technology. We propose an adoption model for the mobile Internet consisting of seven critical factors . A n on -line survey was conducted on the basis of this model to compare continuers and discontinuers. The survey results show that discontinuers are more sensitive to usefulness and social influences in using mobile Internet services, while continuers are more sensitive to ubiquitous connectivity.

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