The Impact of Adopter Type on IT Behavior

사용자 유형에 따른 정보기술 행동

  • 최훈 (연세대학교 경영학과)
  • Published : 2006.08.01

Abstract

Although the study in If behavior field has recently increased, only few studies have focused on the moderating effect of adopter type on the post adoption behavior The purpose of this study is to verify the post-adoption behavior depending on adopter types in the mobile Internet domains. This study proposed a post adoption model based on prior continuance model. This theoretical model was verified empirically by conducting web surveys and multi group analysis. Based on the survey data, we classified users into continuer and discontinuer. This paper ends with theoretical and managerial implications of the study results, as well as limitations and future research directions.

Keywords

Post-Adoption Behavior;Continuance Model;Adopter Type;Continuer;Discontinuer