Determinants of discontinuous intention of attention to mobile instant message services

• Published in: Journal of retailing and consumer services Vol. 49; pp. 219 - 230
• Main Authors: Wu, ChienHsing, Kao, Shu-Chen, Chiu, Hsin-Yi
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.07.2019
• Subjects: LINE-P; Perceived dissatisfaction; Perceived no-value; Social media marketing; Social media marketing; Perceived no-value; Perceived dissatisfaction; LINE-P
• ISSN: 0969-6989; 1873-1384
• DOI: 10.1016/j.jretconser.2019.03.024

In large and swift information pipelines such as mobile instant message services, identifying factors determining why users pay less or no attention to messages is essential for both providers and investors. Based on the expectation-disconfirmation theory and functional theory of upward counterfactual thinking, the research conducts two studies. The first study qualitatively examines perceived no-value as a potential determinant of discontinuous intention of attention. We then present a quantitative model to predict perceived no-value towards discontinuous intention of attention to 626 LINE-P messages, and evaluate moderation effects of price sensitivity on the predictions. Results demonstrate that novelty and usefulness are gradually weaker, which significantly produce more no-value perception toward less intention of attention. Inconsistency and information overload are gradually becoming worse, which in turn significantly results in more dissatisfaction toward less intention of attention. Price sensitivity partially moderates the effect of determinants on dissatisfaction. Implications and suggestions are also addressed. •Determinants of discontinue use of LINE-P and moderation effect of price sensitivity are examined.•Weaker positive-determinant presents a partial significant effect.•Stronger negative-determinant reveals significant influences.•Effect of the novelty is significant for high price sensitivity subjects.•Effect of comprehensibility is significant for the low price sensitivity group.