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Predicting Switching Behaviour of e-Service Users toward m-Services: An Empirical Investigation

Although M-services have gained remarkable attention, recent advancements in mobile computing are competing against raised expectations. Little attention in the current literature has been given to the expectations of cost and benefits to determine switching behaviour towards M-services. Drawing upon prior theories of switching behaviour, the current research investigates the switching factors (inhibitors, enablers and social and personality aspects) by empirically examining a proposed research model using structural equation model (SEM) techniques. In order to examine the model, a survey data set of seven hundred and fifty (n=750) responses was collected by means of an online questionnaire in Saudi Arabia. Results, herein, indicate that intention to switch to M-services can be predicted by expected switching cost (ESC), expected switching benefits (ESB), social influence (SI) and personal innovativeness (PI). Two groups consisting of three switching inhibitors and three switching enablers were demonstrated to be antecedents of the ESC and ESB respectively. All proposed relationships within the research model have been supported by empirical data.