Mobile-lizing continuance intention with the mobile expectation-confirmation model: An SEM-ANN-NCA approach

In recent years, mobile technologies and services have become prevalently diffused among the general public in view of their multifunctionality. Hence, this study looks to establish a research model that better explains mobile continuance intention. The Mobile Expectation-Confirmation Model (MECM) was subsequently proposed and applied in this study. The data collected from 377 mobile payment users were analyzed via a tri-level approach consisting of the Partial Least Square-Structural Equation Modeling (PLS-SEM), Artificial Neural Network (ANN), and Necessary Condition Analysis (NCA). Based on the results, the MECM was found to be robust given the significance, necessity, and importance of all its constructs. Notably, mobile complementarity was established as a fundamental antecedent of continuance intention. Overall, the MECM is expected to become a prominent theoretical model in the context of mobile continuance intention.