The role of cognitive absorption in predicting mobile internet users continuance intention: an extension of the expectation-confirmation model

This study uses the expectation-confirmation model (ECM) to investigate how individuals' cognitive absorption (CA) influences their continued use of mobile Internet services. Data were collected from 946 mobile Internet users. Structural equation modelling was employed to analyse the proposed model and examine the relationships between its constructs. Overall, the model accounted for 55% of the variance in mobile Internet users’ continuance intentions—an element substantially impacted by such factors as perceived usefulness, satisfaction, and CA. Of the factors, CA was found to be the most robust predictor of continuance intention. Alongside confirmation, CA also strongly influenced satisfaction. The findings of this study provide mobile network operators with insights into which determinants will inform retention policies and encourage existing users to continue using the service