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Perceived Enjoyment and the Effect of Gender on Continuance Intention for Mobile Internet Services

Author

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  • Anis Khedhaouria

    (Montpellier Business School, Research in Management, Montpellier, France)

  • Adel Beldi

    (IESEG School of Management (LEM-CNRS), France)

Abstract

Based on technology acceptance theory, the authors examined the effect of perceived enjoyment and gender on the intention to continue using mobile Internet services (MIS) in an everyday life context. A survey was conducted among 623 current MIS users to test the structural equation model. Their findings confirm the effect of perceived enjoyment on MIS continuance intention as well as the moderating effect of gender. Women expressed a stronger need for perceived usefulness and ease-of-use than men, while men expressed a significant need for perceived enjoyment. Interestingly, and somewhat contrary to previous findings, the effect of perceived usefulness on MIS continuance intention was stronger for women; whereas the effect of perceived enjoyment was significantly stronger for men. The authors findings suggest that MIS developers and providers should consider the gender of users when designing and offering MIS. The paper provides some guidelines regarding how MIS can be designed and customized for gender segments.

Suggested Citation

  • Anis Khedhaouria & Adel Beldi, 2014. "Perceived Enjoyment and the Effect of Gender on Continuance Intention for Mobile Internet Services," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 10(2), pages 1-20, April.
    • Handle: RePEc:igg:jthi00:v:10:y:2014:i:2:p:1-20
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    Cited by:

    1. Hou, Jianwei & Elliott, Kevin, 2021. "Mobile shopping intensity: Consumer demographics and motivations," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    2. Xue Yang & Yan Li & Qinyu Liao, 2016. "Exploring continued use of mobile shopping channel in China: the effects of active coping and its antecedents," Electronic Commerce Research, Springer, vol. 16(2), pages 245-267, June.

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