Understanding Continuance Usage Of Mobile Web Browser By Using TTF And ECM-ISC Model

According to the CNNIC “The29th China Internet Network Development StatisticReport”, by the end of December2011, the scale of Chinese Internet users reached to513million and mobile phone users amount to356million, increased by17.5％comparedwith the same period. The using rate of mobile phones and other mobile terminators is muchcloser to the traditional desktop computer. The mobile browser has become a basic softwarefor users to access to mobile Internet anytime and anywhere, and a new hot spot of users’information behavior research, and led to the fierce competition between the providers of themobile browser to attract and hold the users.The study of Technology innovation and diffusion has shown that the success ofinformation systems (IS) is not only technology itself, whether or not advanced, but also inthe user’s awareness, acceptance and continuance and other behavior problems. IScontinuance research is a hot issue in recent years in the International IS academic, and itfocuses on the continuance willingness and behavior of users after they initial adoption butdoes not interrupt using one particular information system, the most representative theoreticalresults is ECM-ISC model for the Information systems in the workplace. As a newresearch,the results of IS continuance theory is still not mature enough, for example, theECM-ISC model has often been criticized attributing to inadequate attention to exogenousfactors.In the context of the continuance intention of mobile browser users, this study focuses onthe deficiencies of IS continuance models, trying to integrate the TTF which attachimportance to the characteristics of the information system itself with the ECM-ISC model,and proposes a theoretical model of the mobile browser users’ continuance and does theempirical testing, it can accurately capture the microscopic mechanism and the general lawsof the behaviors of mobile browser continuance. Undoubtedly, it has a practical guidingsignificance for the mobile browser providers to attract and maintain, systems development,marketing, thus contributing to the sustainable development. From the theoretical sense, itwill enrich and deepen the theoretical system of IS continuance, which makes an original theoretical contribution in the field of behavior rules of mobile browser user.This study used the empirical research, builds the TTF and ECM-ISC based model ofmobile browser users’ continuance and proposes five hypotheses, and through questionnaires,SPSS、AMOS and other data processing technology for rigorous empirical testing. The resultsshow that: the CFI (Comparative fit index) of model is0.856, it is acceptable. Thesehypothesis have been empirically supported: the quality of the system of the mobile browserhas an positive impact on the user’s perceived fit; and the quality of the services of the mobileperception also positive influences on the perceived fit; the perceived fit has positive impacton user’s satisfaction; user’s satisfaction is positively related to the user’s continuanceintention to use mobile browser; IT self-efficacy positive effects on the continuance intentionof the mobile browser users.