Consumer Acceptance IT Products: An Integrative Expectation-confirmation Model

IS post-adoption behavior has received significant attention in prior studies. Evidence suggests that a set of factors entice individuals’ continuance usage toward an information technology product. However traditional models of IT continuance usage generally do not account for product-level factors (e.g. brand influence) and mainly focus on predicting technology-level behavioral intention, and thus are not particularly helpful in explaining the continued use of IT brands in the consumer context. We try to understand why some customers of a well-developed brand would purchase the IT products launched by the brand in a different category, while others do not. This study attempts to enrich our understanding of brand continuance usage behavior by: extending the boundary of IT continuance usage theories from an IT product to a focal brand and conceptualizing a model of IT consumers’ brand continuance adoption behavior in the brand extension context.