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of the most crucial factors for internet users to share information was hopping to obtain a professional reputation as a personal gain. Additionally, Fiore and Kim (1997) claimed that people would not only pick certain styles of clothing but also choose different kinds of fragrance in order to present a more professional image when being interviewed. In consequence, it is very likely for consumers to use e-commerce apps nowadays for the purposes of ingratiation and competence self-presentation.
Past studies have also employed different theories and models to learn about the effects of users’ or consumers’ graification of self-presentation on various platforms.
For instance, Majid, Lopez, Megicks, and Lim (2019) concluded that self-expression and self-intention would affect consumers’ attitude and purchase intention in social media marketing. Additionally, Li, Liu, Xu, Heikkilä, and Van Der Heijden (2015) applied uses and gratifications theory and came to the result that utilitarian gratification such as the one from self-presentation was significant for people to feel satisfied with online games and continue playing them. Also, based on the concept of uses and gratifications theory, Jahn and Kunz (2012) found self-presentation to be one of the most important reasons why consumers gained satisfaction and engaged in fan pages of brands. That is to say, the social marketplace aspect of self-presentation could also be influential to mobile users when it comes to e-commerce apps.
2.7 Post-Acceptance Model of IS Continuance
Many previous studies have been working on understanding the linkage between satisfaction and the stickiness intention of social media and other platforms. For
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example, it was found that the usage intention of different kinds of internet activities, such as online gaming, short message service, and using internet on mobile phones were all driven by the satisfaction of users (Choi et al., 2004; Lai, 2004; Hong et al., 2006).
In the field of marketing, numerous studies had also found that satisfaction would lead to consumers’ continue usage of the services in store, online, and those of the self-service technology (Bolton et al., 1999; Yen et al., 2003; Beatson et al., 2006). Also, Spreng, Harrell, and Mackoy (1995) claimed that consumers repurchase intention was influenced by their overall satisfaction with the marketing service. As satisfaction is considered to be a crucial motivation for users’ stickiness in both the internet and marketing environments, it is safe to say that satisfaction can also prompt mobile users to keep on visiting e-commerce apps.
And when it comes to the elements that would affect satisfaction, a crucial one that has been widely discussed is confirmation. Confirmation is the consequence when the perceived performances of services or products match certain standards of the consumers (Yi, 1990). For examples, it could be the comparisons between post-purchase evaluation and the consumers’ predicted, normative, or comparative expectations (Prakash, 1984). According to Prakash (1984), such concept of confirmation of expectations has been used particularly to understand consumers’
satisfaction in many studies. Furthermore, Oliver (1980) presented an expectation-confirmation theory and explained that users would be satisfied if the perceived performances of products or services meet their expectations. And based on the expectation-confirmation theory, many other scholars had contributed to the subject
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with extended researches. For instance, Woodruff, Cadotte, and Jenkins (1983) found that the confirmation of consumers’ perceived performance is the same as or even better than their experience-based norms would lead to the feeling of satisfaction with the specific brand. Also, the result of Johnson, Anderson, and Fornell’s (1995) study suggested that consumers’ satisfaction would be positively influenced by their expectations and the brands’ performances in any given period. That is to say, users’
confirmations are important and should be highly considered every time they experience the products or services. Moreover, the expectation-confirmation theory has also been employed in social media related studies such as the regular usage of social media applications services, salesperson’s communications on social media, and the experiences of using coupons on social commerce sites (Ong et al., 2010; Agnihotri et al., 2016; Jang et al., 2013).
Integrating the adapted expectation-confirmation theory in consumer behavior literature and prior IS use research, Bhattacherjee (2001) proposed a post-acceptance model of IS continuance and concluded that the satisfaction created by the verification of perceived usefulness would lead to users’ IS continuance intention (see Figure 8). In other words, the reason why people would have the intention to continue using information systems is because that they have gained the satisfaction from pervious usage experience. Furthermore, such satisfaction is primary determined by the confirmation of expected features after using the information systems. The model is established to attract people’s attention on the distinction between acceptance and repeated behaviors, point out the linkage between confirmation and user satisfaction of
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IS usages, and present an initial guidance to evaluate IS continuance (Bhattacherjee, 2001). Different from other studies related to expectation-confirmation theory, rather than pre-acceptance expectation, it is focused on post-acceptance expectation, which is caused by the consumers’ first-hand experience and thus make it more practical (Fazio et al., 1981).
Fig. 8. Post-Acceptance Model of IS Continuance
Previous researches have expanded and supported the hypothesis that confirmation is positively related to satisfaction, and such satisfaction would further lead to the continuous usage intention of different information systems, such as information technologies, electronic government technologies, and mobile instant messaging (Thong et al., 2006; Venkatesh et al., 2011; Oghuma et al., 2016). To be more specific, because stickiness is considered to be a kind of continuous usage, the post-acceptance model of IS continuance has also been used to learn the users’
stickiness of various online platforms, such as knowledge network systems, websites, and mobile applications in general (Bush et al., 2005; Li et al., 2006; Hsu et al., 2016).
Stickiness Intention Satisfaction
Confirmation
Perceived Usefulness
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In addition, with the same model, Wang, Gu, An, and Zhou (2014) proposed that consumers’ extent of confirmation would positively affect their overall satisfaction and further lead to stickiness intention of e-commerce. Furthermore, studies have adopted both uses and gratifications theory and post-acceptance model of IS continuance to evaluate the reasons and effects of satisfaction, which indicated that the satisfaction in both theories can be considered as the same variable (Cao et al., 2013). And according to O'brien (2005), e-commerce is listed as one of the information systems of business applications. As a result, the post-acceptance model of IS continuance would be applied in this study to understand the relationship between mobile users’ extent of confirmation, satisfaction with the four social marketplace features presented above, and the stickiness intention of the e-commerce apps (see Figure 9).
H1: Users’ extent of confirmation is positively associated with their satisfaction with the e-commerce app.
H2: Users’ satisfaction is positively associated with their stickiness intention of the e-commerce app.
However, as the characters would differ with the variation of technologies such as mobile instant messaging and other online service, the intention variables should be considered accordingly (Oghuma et al., 2016). In fact, many studies have employed and adapted this model to understand the relationship between satisfaction and continuance usage in different fields. For instance, Sørebø, Halvari, Gulli, and Kristiansen (2009) adapted the post-acceptance model of IS continuance and concluded
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that the degree of satisfaction with the perceived usefulness, autonomy, competence, and relatedness of e-learning is positively associated with teachers’ continuance intention of using the e-learning technology. Lin, Wu, and Tsai (2005) used the post-acceptance model of IS continuance and claimed that users’ satisfaction with the perceived usefulness and playfulness of initial web portal has a positive effect on the intention of continuous usage of the website. In addition, Hsiao, Chang, and Tang (2016) claimed that the main factors which cause continuance usage of social apps are the users’
satisfactions of perceived enjoyment, social identification, and usefulness with the post-acceptance model of IS continuance. That is to say, much research have suggested that the model created by Bhattacherjee could explain the continuous usage of technologies, internet, social media, and apps led by users’ satisfaction with different features.
Consequently, this study would further employ the post-acceptance model of IS continuance to learn if the confirmation of users’ expectation would positively affect their perceived social marketplace features, which are entertainment, information, social presentation, and self-presentation. Figure 9 presents the research model and hypothesis of this study.
H3a: Users’ extent of confirmation is positively associated with their gratification of the perceived information of the e-commerce app.
H3b: Users’ extent of confirmation is positively associated with their gratification of the perceived entertainment of the e-commerce app.
H3c: Users’ extent of confirmation is positively associated with their gratification of the perceived social identification of the e-commerce app.
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H3d: Users’ extent of confirmation is positively associated with their gratification of the perceived self-presentation of the e-commerce app.