| A conceptual model named Use of Web-based Information System (UWIS) was developed to understand the effects of enjoyment and habit on intention to use a particular website at post-adoption stages. The proposed model was tested based on the data collected from 563 users of online retailing services (e.g., amazon.com, ebay.com, and barnesandnoble.com) and 574 users of online information services (e.g., news, sports, and weather portals).; The results of structural equation modeling show that in Web-based retailing services, enjoyment does not have a significant main effect while habit does. On the other hand, in Web-based information services, both determinants have significant main effects on intention to use where habit is a stronger predictor than enjoyment. Interestingly, the relationship between enjoyment and behavioral intention was found to decrease as habit increased. Taken as a whole, this research suggests that although enjoyment plays an important role in some selected cases, habit has a more powerful and robust effect on individuals' post-adoptive use of online services. |
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