Maintaining continuers vs. converting discontinuers: Relative importance of post-adoption factors for mobile data services

Although Mobile Data Services (MDS) are expected to revolutionise internet use, they have yet to do so, in part, because many users are not continuing with MDS after initial use. This study examines which factors are most important in converting discontinuers into continuera, and whether they differ from those that are effective in maintaining continuers. We conducted an online survey to compare continuers and discontinuers empirically in terms of the relative importance of seven post-adoption factors to the behavioural intention to use MDS. The results show that usefulness and social influence were more important for discontinuers, ubiquitous connectivity for continuers.