Driving factors of post adoption behavior in mobile data services

Although research interest in post adoption behavior of ICT (Information and Communication Technology) users increases from year to year, few studies examine how motivational factors and service type influence post adoption behavior. This study investigates the antecedents of post adoption behavior in the Mobile Data Services (MDS) domain. The study conducted a nationwide online survey in Korea to verify the proposed research model that includes motivational factors and service type. Two extrinsic motivation factors (post usefulness and post monetary value) and two intrinsic motivation factors (post ease of use and post enjoyment) are the main components of the motivational factors. The results of the study reveal that the motivational factors and service type influence the post adopter type in the MDS context. The findings of this study help provide guidelines for MDS providers to select a target market and to devise a strategy that meets the stated objectives of the selected market. ► This paper is to the post adoption behavior in Mobile internet. ► This paper provides the motivation factors as drivers of post-adoption behavior. ► This paper studies two different groups based on real data usages dataset. ► This paper investigates the relationship between post adopter and service type. ► Monetary value is not the determining factor deciding whether continuing the service.