App adoption and switching behavior: applying the extended tam in smartphone app usage

ABSTRACT The increasing use of mobile applications have been escalating with the increasing use of smartphones. In the present study, we examine (a) the adoption behavior of mobile apps using the extended TAM framework, and (b) whether adoption leads to subsequent use behavior and switching intentions. Based on data collected from two surveys in India we test the conceptual model of extended TAM and the effects of behavior on switching intentions using factor analysis and structural equation modeling. The major findings indicate a significant effect of most predictor variables on the perceived usefulness and perceived ease of use of apps. Further, we found a significant effect of behavioral intention on use behavior and subsequent switching intentions to apps from computers/laptops.

摘要
伴随智能手机的广泛普及，移动应用的使用规模持续攀升。本研究借助扩展技术接受模型（Extended TAM）框架，开展两项核心考察：一是移动应用的用户采纳行为，二是用户采纳行为是否会引发后续使用行为与转换意向。本研究基于印度两项调研采集的数据，采用因子分析与结构方程模型，对扩展技术接受模型的概念框架以及行为对转换意向的影响进行了实证检验。主要研究结果显示，绝大多数预测变量对移动应用的感知有用性与感知易用性均存在显著影响。此外，本研究还发现，行为意向对用户使用行为以及从计算机/笔记本电脑转向移动应用的后续转换意向存在显著影响。