Understanding Continuance Intention Towards Mobile Travel Service System (MTSS): A Qualitative Study

Abstract

This work develops a research model that elaborates upon the development of continuance intention towards Mobile Travel Service System (MTSS) based on the motivational theory and the dependency theory. In the model, continuance intention is indirectly affected by personal innovativeness and e-interaction quality through the full mediation of e-engagement and perceived enjoyment. At the same time, the relationships between e-engagement and continuance intention and between perceived enjoyment and continuance intention are moderated by e-interaction quality. The discussion and propositions of this work complement the previous literature by justifying the full mediating mechanism of e-engagement and perceived enjoyment and the moderating mechanism of e-interaction quality. Lastly, managerial implications for e-marketers based on this study's findings are provided.