User Continuance Intention Towards Mobile Internet Service: The Case Of WiMAX in Korea

The usage of mobile Internet service has been on the rise as more people become to use mobile devices. WiMAX, a mobile Internet service, was first commercialized in Korea in 2006. However, after first six months, a number of users discontinued the service and switched to other Internet services. Because customer retention is important for the success of any business, this research examines the factors that affect the continued usage of mobile Internet service. A user of a mobile Internet service is both a user of technology and consumer of services. Therefore, to examine the continued usage of mobile Internet service, the authors combine the value adoption model, representing the service consumer perspective, with the information systems continuance model, representing the technology user perspective. The study is conducted in the context of WiMAX. The data was collected from 200 WiMAX users. The model developed in this study is a unique contribution to theory as it discusses the continued adoption of a commercial information system.