DRIVER CONTINUANCE INTENTION TOWARDS CLOUD COMPUTING SERVICE: The Dedications and Constraint-Based Mechanism on Google Apps for Business (GAB)

• Main Authors: , Nalal Muna, , Yulia Arisnani, MBA., Ph.D.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/125470/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65639
• Institution: Universitas Gadjah Mada

Continuance Intention towards a product or service is pivotal for survival of a company especially those who prerequisite monthly or annual subscriptions. In this high competitive nuance, continuance intention become critical success factor for any company. Therefore, it is important to understand some factors that influence continuance intention to use a product or service in terms of they are attracted or locked in using a product. Adopted from previous research conducted by Zhou et al. (2012), this study aims to examine factors which are more salient between the dedication-based mechanism or the constraint-based mechanism that influence continuance intention in using a product or service. In this context, it is Google Apps for Business (GAB). This research contribute some implications that been useful to craft some efforts to encourage users to keep using GAB in terms of utilitarian value, hedonic value, personalization and learning that influence their satisfaction, affective commitment and calculative commitment. Based on these factors, researcher examines 11 hypotheses using SEM (Structural Equation Model). The sample is 224 respondents subscribed as GAB users. This findings shows that the dedication-based mechanism is more salient that constraint-based mechanism as the driver of continuance intention. Utilitarian value and Hedonic value are all useful in enabling satisfaction and affective commitment. Meanwhile, calculative commitment that has been formed by personalization and learning have no significant effect on continuance intention in using GAB.