EXTENDED EXPECTATION VALIDATION MODEL: A STUDY OF MOBILE APP USERS

Abstract

The use of mobile applications in the world of technology, which is a phenomenon related to the increasing number of smartphone users, is steadily increasing. In the early days of mobile applications, it was aimed to meet standard needs, but later transformations were carried out to make life easier and more practical. It has become possible to use the mobile device for different purposes such as social sharing through mobile applications, performing online banking transactions, playing games. This study, which aims to reveal the factors in the mobile application market that cause individuals to continue or stop using a mobile application, reveals the factors underlying the intention to continue using mobile applications by considering two theoretical models. The first of these models is the expectation verification model and the second is the extended unified technology acceptance and use theory. In the study, demographic data analysis, confirmatory factor analysis and structural equation model analysis were performed with R program. SPSS 28 was used to create the correlation matrix of the study. A total of 560 participants were included in the study through the questionnaire to test the theoretical framework proposal using structural equation modeling. When the findings were analyzed, it was concluded that the most important drivers of intention to continue using mobile applications were expectation of meeting expectation, satisfaction, habituation, expectation of performance and expectation of effort.