Post adoption behaviour of e-service users: an empirical study on chinese online travel service users

Post adoption behaviours of e-service users are important for e-service providers to increase both their revenues and profits. This paper develops a model to investigate the factors influencing users’ post adoption behaviours, including continuance intention to use e-services and recommendation behaviour. The model is developed based on Expectation Confirmation Theory and includes two additional variables in it, namely perceived ease of use and recommendations. Based on 543 useful questionnaires, the model is empirically tested together with a number of hypotheses. The results show that both satisfaction and perceived usefulness positively impact users’ continuance intention. Continuance intention, together with perceived usefulness, has positive influences on users’ recommendations of e-service. Both theoretical and practical implications are discussed as well.