The moderating effect of gender on continuance intention for mobile Internet services (MIS)


  • Anis Khedhaouria Groupe Sup de Co Montpellier Business School 2300 avenue des Moulins F-34185 MONTPELLIER Cedex 4
  • Adel Beldi IESEG School of Management Lille-Paris, LEM UMR CNRS 8179 3, rue de la Digue 59000 Lille, FRANCE
  • Nassim Belbaly Group Sup de Co Montpellier Business School 2300, Avenue des Moulins 34185 Montpellier Cedex 4, FRANCE



Gender, Continuance intention, Mobile Internet Services, TAM.


The paper investigates the moderating effect of gender on the intention to continue using mobile Internet services (MIS) in an everyday life context. An extended model based on the technology acceptance model (TAM) is applied to predict MIS continuance intention, with gender as the moderating variable. The hypotheses are tested on data from a survey of 648 French MIS users. The findings show that female users expressed a stronger need for perceived usefulness and ease-of-use than male users. Interestingly, the stronger effect of perceived usefulness in females was contrary to prior TAM research. These results may be partially explained by the role of intrinsic motivation. The effect of perceived enjoyment was not significant for either males or females. The observed gender differences suggest that MIS providers should consider user gender when advertising and marketing MIS. 

Author Biographies

Anis Khedhaouria, Groupe Sup de Co Montpellier Business School 2300 avenue des Moulins F-34185 MONTPELLIER Cedex 4

Assistant Professor

Technology Innovation Management Department

Adel Beldi, IESEG School of Management Lille-Paris, LEM UMR CNRS 8179 3, rue de la Digue 59000 Lille, FRANCE

Assistant professor

MIS and Accounting Department

Nassim Belbaly, Group Sup de Co Montpellier Business School 2300, Avenue des Moulins 34185 Montpellier Cedex 4, FRANCE

Associate Professor

Technology Innovation Management Department


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Empirical research