Continued use intention of lifestyle mobile applications: the Starbucks app in Taiwan
| Published date | 07 October 2019 |
| Date | 07 October 2019 |
| DOI | https://doi.org/10.1108/EL-03-2019-0085 |
| Pages | 893-913 |
| Author | Kuo-Lun Hsiao,Kuan-Yu Lin,Yi-Ting Wang,Chun-Hsiung Lee,Zhe-Ming Zhang |
| Subject Matter | Information & knowledge management,Information & communications technology,Internet |
Continued use intention of
lifestyle mobile applications: the
Starbucks app in Taiwan
Kuo-Lun Hsiao
Department of Information Management, National Taichung University of Science
and Technology, Taichung, Taiwan
Kuan-Yu Lin
Department of Information Technology, Ling Tung University, Taichung, Taiwan
Yi-Ting Wang
Department of Applied Foreign Languages, Ling Tung University, Taichung, Taiwan
Chun-Hsiung Lee
Department of Information Management, Cheng Shiu University,
Kaohsiung, Taiwan, and
Zhe-Ming Zhang
Department of Information Management, National Taichung University of Science
and Technology, Taichung, Taiwan
Abstract
Purpose –In recent years, the ongoing development and rapid popularization of mobile devices,
not only has brought new forms of lifestyle but also has boomed a wide array of service contents,
allowing users to engage in entertainment, study and other daily activities, in addition to business
transactions. To explore the factors that affect users’continued use of mobile app software,
this paper aims to take into account the utilitarian value and privacy, as well as security factors and
intends to propose an integrated research model based on the information systems success (ISS)
model
.
Design/methodology/approach –The data for this study were collected via an online survey
questionnaire.A total of 190 valid responses were used to examine the hypothesesin the research model. The
casual modelwas assessed using partial least squarestechniques.
Findings –The results indicated that the three quality factors (information quality, system quality and
service quality) in the ISS model significantlyaffected satisfaction and utilitarian value. Private and security
have significantnegative association with utilitarian value. The resultsalso showed that private and security
did not significantlyaffect satisfaction. The findings also providesome directions for further research.
Practical implications –Theresultsshowthatuser’scontinueduseofmobileappsoftwaredepends
upon the perceived utilitarian value and satisfaction. The quality characteristics are the three critical
factors that would affect the perceived utilitarian value and satisfaction. Compared to information
quality and service quality, system quality has a higher degree of positive impact, which indicates that
users are more concerned about the immediate download ability and ease-of-use provided by the
system. Furthermore, the research also finds that privacy and security concerns have a negative
influence on the utilitarian value, showing that in the context of task-oriented IS, the perceived risk of
privacy and security during the process of using mobile app software services, will negatively affect
users’perception of utilitarian value. The insights provided by this study can help mobile app
developers optimize design and marketing strategies.
Starbucks app
in Taiwan
893
Received31 March 2019
Revised13 June 2019
21July 2019
Accepted1 September 2019
TheElectronic Library
Vol.37 No. 5, 2019
pp. 893-913
© Emerald Publishing Limited
0264-0473
DOI 10.1108/EL-03-2019-0085
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0264-0473.htm
Originality/value –This study provides a better understanding of how the factors in the theories
influencethe continuance usage intention of life stylemobile applications.
Keywords Utilitarian value, Information systems success model, Mobile application,
Continued use intention, Privacy and security
Paper type Research paper
Introduction
The popularity of the Internet and the continuous growth of mobile devices have ledto the
development of new commercial services. According to a research report of IDC (2018),an
international research organization, the shipment of mobile devices has accumulated to
1.462 billion by 2018 and is estimated to accumulate to 1.654 billion by 2022. The rapid
development and popularity of mobile devices result in the diversified development of
mobile apps and also changes traditionalbusiness patterns and structures. This accelerates
the advance of the mobile business, changes people’s previous knowledge of convenience
provided by e-commerce and enables people to get services or products free of device,
location and time limitations. In addition, the market research institution eMarketer (2018)
pointed out that the turnover of global e-commerce would increase to US$4.878tn in 2021
from US$2.842tn in 2018, equivalentto 17.5 per cent of total turnover in offline retail stores.
As the mobile business emerges out, enterprises attach importance to the development of
mobile apps progressively. The main advantage of mobile apps over Web pages lies in
providing enterprises with more customized services and thus improving the degree of
satisfaction. Many enterprisesdevelop their apps to provide different customized functions
for use by customers. However, not all mobile apps developed by enterprises will be used
continuously by customers. This is mainly because quality characteristics provided by
mobile apps, such as quality of system, information, and service, will have an influence on
the satisfaction of customers towards the apps and thus affect their intention for continued
use of apps.
Many companies develop mobile apps to attract more customers and bring more
revenues. For example, Mcdonald’s Newspaper App developed by Mcdonald’s, Starbucks
App by Starbucks and MOS App by MOS Burger seek to continuously understand their
own customers and provide more convenient functions to get close to users’life. Moreover,
today’s customers will judge whether some action of using information technologies is
successful through information consistency (Xu and Du, 2018). When customers feel
confused about information,they will be less satisfied and thus reduce their intention to use
such information (Martinset al.,2019;Stefanovic et al.,2016). Therefore, a product or service
with no good information qualityand benefits will make customers not willing to use it. In
previous studies, academics explored whether the quality of mobile payment systems
affected the satisfaction of customers by means of an information system success (ISS)
model, and their research results verified that the quality indeed had an influence on the
satisfaction of customers.Additionally, the issues of privacy and security wereincorporated
in the research, and such issues were also verifiedto have an influence on the satisfaction of
customers and their intention to use (Gao et al.,2015). Some academics explored the
influence of quality on the satisfaction of customers on C2C platforms, and their research
results demonstrated that three items of quality in an ISS model had an influence on the
satisfaction of customers (Chen etal., 2017). When users adopted a technological product or
service, they will evaluate whether its use benefits have a positive effect. Some other
academics explored the influenceof smartwatches on customers’intention for continueduse
by means of utilitarian value, and their research results confirmed that smartphones had a
EL
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