Critical Factors of Post Adoption Intention of Mobile Instant Messaging Service

With the rapid development trend of the mobile instant messaging service,service providers are facing the consumers′ retention problem.It′s more important to understand the determinants of consumers′ continuance usage.In this paper,we developed a consumers′ post adoption model based on TPB theory and made the contribution on the antecedents of the research model.We argued that consumers should be seen as the trinity of technique user,service consumer and network member in mobile service context.Then we collected 401 subjects′ data from a survey and used the SEM method to test the hypotheses.The research findings supported most parts of our hypotheses.Some suggestions for subsequent researchers and practitioners seeking to understand mobile instant messaging services post adoption behavior are also provided.