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