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Category-based or piecemeal-based processing? A dual model of web-mobile service extension behavior

Xiang Gong (International School of Business and Finance, Sun Yat-sen University, Zhuhai, China)
Kem Z.K. Zhang (International School of Business and Finance, Sun Yat-sen University, Zhuhai, China)
Chongyang Chen (Dongwu Business School, Soochow University, Suzhou, China)
Sesia J. Zhao (International School of Business and Finance, Sun Yat-sen University, Zhuhai, China)
Matthew K.O. Lee (Department of Information Systems, City University of Hong Kong, Kowloon, Hong Kong)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 10 April 2019

Issue publication date: 13 June 2019

461

Abstract

Purpose

The advancements of mobile technologies and devices have greatly facilitated the extension of online services from web to mobile environments. Drawing on the categorization theory, the purpose of this paper is to explore the impact of perceived entitativity on users’ web-mobile service extension behavior. The research model considers how perceived entitativity serves as a category cue to link the category- and piecemeal-based processing and shape users’ adoption of extended mobile services.

Design/methodology/approach

An online survey (n=552) was conducted to empirically test the model. The data were analyzed by structural equation modeling approach.

Findings

The results offer two major findings. First, performance expectancy, perceived controllability and subjective norm are important antecedents of users’ usage intention. Second, perceived entitativity has three types of effects on usage intention: it exerts a direct and positive influence on usage intention; it indirectly facilitates usage intention through increasing PE and perceived controllability; and it moderates the relationship between subjective norm and usage intention.

Originality/value

This study contributes to the literature by taking into account the interplay of category- and piecemeal-based processing to understand consumers’ web-mobile service extension behavior.

Keywords

Acknowledgements

The work described in this paper was supported by a grant from the National Natural Science Foundation of China (Project No. 71671174).

Citation

Gong, X., Zhang, K.Z.K., Chen, C., Zhao, S.J. and Lee, M.K.O. (2019), "Category-based or piecemeal-based processing? A dual model of web-mobile service extension behavior", Industrial Management & Data Systems, Vol. 119 No. 5, pp. 993-1014. https://doi.org/10.1108/IMDS-04-2018-0184

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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