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Understanding Customers' Continuance Intention

Understanding Customers' Continuance Intention The purpose of this study is to understand the difference between Internet users' continuing use behavior in the context of digital inequality. Data were collected through a survey of Internet users in the Ivory Coast. The structural equation modeling technique was used to test the research hypothesis. This study showed empirically that concern over information and communication technologies (ICT) access as an explanation for digital inequality should be toned down. This research suggests emphasizing alternative factors to explain Internet sustained use intention by underprivileged individuals, including normative beliefs. The results will help internet service providers, governments, and international aid agencies to better understand users' behaviors or reactions to ICT available to them. This understanding provides a foundational platform upon which viable and effective information technology-enabled solutions and policies can be conceptualized and implemented. This study is one of the few that integrate three salient beliefs to differentiate ICT use continuance intention in the context of digital inequality. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png ACM SIGMIS Database: the DATABASE for Advances in Information Systems Association for Computing Machinery

Understanding Customers' Continuance Intention

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Publisher
Association for Computing Machinery
Copyright
Copyright © 2021 Copyright is held by the owner/author(s)
ISSN
0095-0033
eISSN
1532-0936
DOI
10.1145/3462766.3462771
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to understand the difference between Internet users' continuing use behavior in the context of digital inequality. Data were collected through a survey of Internet users in the Ivory Coast. The structural equation modeling technique was used to test the research hypothesis. This study showed empirically that concern over information and communication technologies (ICT) access as an explanation for digital inequality should be toned down. This research suggests emphasizing alternative factors to explain Internet sustained use intention by underprivileged individuals, including normative beliefs. The results will help internet service providers, governments, and international aid agencies to better understand users' behaviors or reactions to ICT available to them. This understanding provides a foundational platform upon which viable and effective information technology-enabled solutions and policies can be conceptualized and implemented. This study is one of the few that integrate three salient beliefs to differentiate ICT use continuance intention in the context of digital inequality.

Journal

ACM SIGMIS Database: the DATABASE for Advances in Information SystemsAssociation for Computing Machinery

Published: Apr 28, 2021

Keywords: africa

References