Research On Influencing Factors Of Users’ Continuance Usage Intention Toward Mobile Takeout APP

Mobile takeout Applications are the most popular mobile applications during 2014. This paper is to enhance the influence of this APP users’ continuance intention from where their operators will benefit a lot. This dissertation synthesizes the expectation-confirmation model of information systems(ECM-IT) to hypothesize a theoretical model to research the affecting factors of the users’ continuance intentions toward the Mobile takeout Applications. Based on literaturereview, the hypothesized model is validated empirically using 295 valid samples by questionnaire and online survey. In research methods, this paper use SPSS20.0 and AMOS21.0 softwares.In this study, empirical studies have found that perceived quality, perceived price advantage and subjective norms have noimpact on the continunance intention of Mobile takeout Applications. However, perceived usefulness, perceived convenience, habit and switching costs have a significant positive effect onthe continunance intention of Mobile takeout Applications. Expect confirmation have a significant effect on the perceived usefulness, perceived convenience, perceived price advantage, perceived quality and satisfaction. From the total impact of various factors, the expected confirmation has more significant effect on the continunance intention of Mobile takeout Applications, followed by the habit, then followed by user satisfaction, switching costs, perceived convenience and perceived usefulness. Finally, according to the findings of this study and the actual situation of O2 O catering industry, this paper have made some marketing proposals for the development of mobile takeaway APPs’ operators from the main factors and give reference to the further explore, the limitation and suggestions for the future study are discussed.