ABSTRACT
This study aims to develop an understanding of the key variables that enhance customers’ continued mobile app use from internet service providers. Almost all broadband internet access service providers have branded mobile applications as part of the company’s CRM. The service providers face a challenge of how to enhance customers’ continued mobile app use intention since there is high rate of mobile app uninstallation and a low adoption rate of mobile app use. This study takes the information adoption model (IAM) to examine the dual routes of communication for continued use behaviors. The sample consisted of 300 questionnaires and structural equation modelling was used as an analysis. The result shows that argument quality (a central route) and source credibility (a peripheral route) positively influence perceived usefulness and para-social interaction. In addition, expertise has positive moderating effect on central route and negative moderating effect on peripheral route. Perceived usefulness was the strongest determinant that influenced continued mobile app use intention, along with para-social interaction and attitude.
