Key Factors Affecting Continuous Usage Intention in Web Analytics Service

Web Analytics Service (WAS) has become a rapidly growing business in the internet transactions between firms. It is, from the client firm's perspective, considered to be a form of IT outsourcing. In this paper, we identify factors which can influence the continuous usage intention of a firm that has utilized WAS, and empirically validate the relationships between the identified factors. In the research model developed and described herein, only information quality among the several quality factors was found to be significantly associated with the satisfaction of the client firm. Relative value, switching cost, service usage period, and satisfaction were all significantly associated with dependence.

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