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An Empirical Study of the Impact of Trial Experiences on the Continued Usage of Mobile Newspapers

This study explores the effects of trial experiences on users’ continued mobile data services usage intention. Using the context of a mobile service with trial option, this research proposes a conceptual model by integrating perceived fee with the expectation-confirmation model of IT continuance (ECM-IT). Data was collected from 192 mobile newspaper trial users in China. Results suggest that the extent of confirmation with initial expectation affects post-adoption expectations while post-adoption expectations and confirmation positively impact satisfaction. Next, expectations, satisfaction with prior trial experience, and perceived fee positively impact continued usage of mobile newspaper. Overall, this study provides an understanding of how consumers make their purchase decision of mobile data services. Implications for researchers and practitioners are discussed.