The Effects of Task Characteristics on the Continuous Usage of Mobile Applications

Chen-Ya Wang
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Chen-Ya Wang: Department of Management and Information, National Open University, New Taipei, Taiwan

International Journal of Online Marketing (IJOM), 2018, vol. 8, issue 4, 59-75

Abstract: While many studies have focused on mobile apps acceptance and the moderating effects of individual factors, little is known about the effects of different users' objectives, i.e. task characteristics in this article, on users' behavioral model. The main purpose of this article was to explore the effects of utilitarian/hedonic task characteristics on continuous usage of mobile apps. This study employed multi-group analysis to explore the effects of utilitarian/hedonic tasks. The results validated the different effects of utilitarian/hedonic tasks. A strategy that focuses not just on reinforcing and enhancing the determinants of users' continuous usage intention but also on complementary aspects that cater to users' motivations, is essential. The representative universal policy that treats everyone as being the same have to be replaced by a group alignment strategy.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:8:y:2018:i:4:p:59-75

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