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


Adipat, B., Zhang, D. and Zhou, L. (2011), « The effects of tree-view based presentation adaptation on mobile web browsing », MIS Quarterly, Vol. 35, n°1, p. 99-121.

Ajzen, I. (1988), Attitude structures and behavior. In Pratkanis, A.R., Breckler, S.T. and Greenwald, A.G. (Ed.), Attitude Structure and Function. NJ: Erlbaum, Hillsdate.

Arbuckle, J.L. (2010), User’s Guide. USA: Amos Development Corporation.

Barnes, S. J. (2011), « Understanding use continuance in virtual worlds: Empirical test of a research model », Information and Management, Vol. 48, n°8, p. 313-319.

Bhattacherjee, A. (2001), « Understanding information systems continuance: an expectation-confirmation model », MIS Quarterly, Vol. 35, n°3, P. 351-370.

Byrne, B.M. (2001), Structural Equation Modeling with AMOS: Basic concepts, Applications, and Programming. New Jersey: Lawrence Erlbaum Associates, Publishers, Mahwah.

Cronbach, L.J. (1971), Test validation. In Thorndike, R.L. (eds) Education Measurement, pp. 443-507. American Council on Education, Washington, D.C.

Davis, F.D. (1989), « Perceived usefulness, perceived ease of use, and user acceptance of information technology », MIS Quarterly, Vol. 13, n°3, p. 319-340.

Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1989), « User acceptance of computer technology: A comparison of two theoretical models », Management Science, Vol. 35, n°8, p. 982-1003.

Deng, L., Turner, D., Gehling, R. and Prince B. (2010), « User experience, satisfaction, and continual usage intention of IT », European Journal of Information Systems, Vol. p. 19, 60-75.

Faulkner, W. (2001), « The technology question in feminism: a view from feminist technology studies », Women’s Studies International Forum, Vol. 24, n°1, p. 79-95.

Fishbein, M. and Ajzen, I. (1975), Belief, attitude, intention and behavior: An introduction to theory and research. Addison-Wesley, Reading, MA.

Fornell, C. and Larcker, D. (1981), « Evaluating structural equation models with unobserved variables and measurement error », Journal of Marketing Research, Vol. 18, n°1, p. 39-50.

Gefen, D. and Straub, D.W. (1997), « Gender differences in the perception and use of e-mail: An extension to the technology acceptance model », MIS Quarterly, Vol. 21, n°4, p. 389-400.

Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010), Multivariate Data Analysis: A global perspective. Pearson.

Hoyle, R.H. (1995), Structural equation modeling: Concepts, issues and applications. Sage Publications, Thousand Oaks, London, New Delhi.

Kelan, E. K. (2008), « Emotions in a Rational Profession: The Gendering of Skills in ICT Work », Gender, Work and Organization, Vol. 15, n°1, p. 49-71.

Kendall, P. (2012), Global Mobile Customer Loyalty Reaches All-Time Low. Strategy Analytics Press Release, April 12, available at:

Kim, D. and Hwang, Y. (2006), « A study of mobile internet usage from utilitarian and hedonic user tendency perspectives », in Proceedings of the Twelfth Americas Conference on Information Systems. Mexico: Acapulco.

Kim, D. and Steinfield, C. (2004), « Consumers mobile Internet service satisfaction and their continuance intentions », in Proceedings of the Tenth Americas Conference on Information Systems, Bullen, C. and Stoher, E. (Ed.). Atlanta: GA.

Kim, H.W., Chan, H.C. and Gupta, S. (2007), « Value-based adoption of mobile Internet: An empirical investigation », Decision Support Systems, Vol. 43, n°1, p.1-16.

Lee, I. and Kim, J. (2005), « Use contexts for the mobile Internet: A longitudinal study monitoring actual use of mobile Internet services », International Journal of Human-Computer Interaction, Vol. 18, n°3, p. 269-292.

Lee, S., Shin, B. and Lee, H. G. (2009), « Understanding Post-Adoption Usage of Mobile Data Services: The Role of Supplier-Side Variables », Journal of the Association of Information Systems, Vol. 10, n°12, p. 860-888.

Lee, Y. and Kwon, O. (2010), « Gender differences in continuance Intention of on-line shopping services », Asia Pacific Journal of Information Systems, Vol. 20, n°3, p. 51-72.

Leung, L. and Wei, R. (2000), « More than just talk on the move: Uses and gratifications of cellular phone », Journalism and Mass Communication Quarterly, Vol. 77, n°1, p. 308-320.

Li, N. and Kirkup, G. (2007), « Gender and cultural differences in Internet use: A study of China and the UK », Computers and Education, Vol. 48, n°2, p. 301-317.

Limayem, M., Hirt, S.G. and Cheung, C.M.K. (2007), « How habit limits the predictive power of intention: The case of information systems continuance », MIS Quarterly, Vol. 31, n°4, p. 705-737.

Lin, C.S., Wu, S. and Tsai, R.J. (2005), « Integrating perceived playfulness into Expectation-Confirmation Model for Web Portal Context, Information and Management, 42,5, 683-693.

Lu, Y., Denz, Z. and Wang, B. (2010), « Exploring factors affecting Chinese consumers’ usage of short message service for personal communication », Information Systems Journal, Vol. 20, n°2, p. 183-208.

Melone, N.P. (1990), « A theoretical assessment of the user-satisfaction construct in information systems research », Management Science, Vol. 36, n°1, p. 76-91.

Moon, J.W. and Kim, Y.G. (2001), « Extending the TAM for a World-Wide-Web context », Information and Management, Vol. 38, p. 217-230.

Nysveen, H., Pedersen, P.E. and Thorbjornsen, H. (2005a), « Explaining intention to use mobile chat services: moderating effects of gender », Journal of Consumer Marketing, Vol. 22, n°5, p. 247-256.

Nysveen, H., Pedersen, P.E. and Thorbjornsen, H. (2005b), « Intentions to use mobile services: Antecedents and cross-service comparisons », Journal of the Academy of Marketing Science, Vol. 33, n°3, p. 330-346.

Ong, C-S. and Lai, J-Y. (2006), « Gender differences in perceptions and relationships among dominants of E-learning acceptance », Computers in Human Behavior, Vol. 22, n°5, p. 816-829.

Oracle White Paper (2011), « Mobile Trends: Consumer Attitudes towards Mobile Operators », July, pp. 1-7. Available online at: Last consulted 19 June 2012.

Ranganathan, C., Seo, D., and Babad, Y. (2006), « Switching behavior of mobile users: do users’ relational investments and demographics matter? », European Journal of Information Systems, Vol. 15, p. 269-276.

Van der Heijden, H. (2004), « User Acceptance of hedonic information systems », MIS Quarterly, Vol. 28, n°4, p. 695-704.

Van der Heijden, H. and Sorensen, L.S. (2003), « In measuring attitudes towards mobile information services: an empirical validation of the HED/UT scale », in Ciborra, C.U., Mercurio, R., De Marco, M., Martinez, M. and Carignani, A. (eds) European Conference on Information Systems. Italy: Naples.

Venkatesh, V. (1999), « Creating favorable user perceptions: exploring the role of intrinsic motivation », MIS Quarterly, Vol. 23, n°2, p. 239-260.

Venkatesh, V. and Morris, M.G. (2000), « Why don’t men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior », MIS Quarterly, Vol. 24, n°1, p. 115-139.

Venkatesh, V., Morris, M.G. and Ackerman, P.L. (2000), « A longitudinal field investigation of gender differences in individual technology adoption decision making process », Organizational Behavior and Human Decision Processes, Vol. 38, n°1, p. 33-60.

Wajcman, J. (1991). Feminism Confronts Technology. Cambridge: Polity.

Wakefield, R.L. and Whitten, D. (2006), « Mobile computing: a user study on hedonic/utilitarian mobile device usage », European Journal of Information Systems, Vol. 15, p. 292-300.

Wakefield, R.L., Wakefield, K.L., Baker, J. and Wang, L.C. (2011), « How website socialness leads to website use », European Journal of Information Systems, Vol. 20, p. 118-132.

Yang, C., Hsu, Y., and Tan, S. (2010), « Predicting the determinants of users’ intentions for using YouTube to share video: Moderating gender effects », Cyberpsychology Behavior and Social Networking, Vol. 13, n°2, p. 141-152.



How to Cite

Khedhaouria, A., Beldi, A., & Belbaly, N. (2013). The moderating effect of gender on continuance intention for mobile Internet services (MIS). Systèmes d’Information Et Management (French Journal of Management Information Systems), 18(3). Retrieved from



Empirical research