Understanding mobile Internet continuance usage from the perspectives of UTAUT and flow

Users’ continuance usage is critical to mobile service providers’ success. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) and flow theory, this research identified the factors affecting mobile Internet continuance. We collected data in China and conducted data analysis with structural equation modeling. The results indicated that both factors of flow including perceived enjoyment and attention focus have strong effects on user satisfaction, which further affects continuance usage. In addition, performance expectancy, social influence and facilitating conditions also affect continuance usage. The results imply that mobile service providers need to focus on both perspectives of user performance and experience to facilitate mobile Internet continuance usage.