Category-based or piecemeal-based processing? A dual model of web-mobile service extension behavior

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

5 Scopus Citations
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Original languageEnglish
Pages (from-to)993-1014
Journal / PublicationIndustrial Management and Data Systems
Issue number5
Online published10 Apr 2019
Publication statusPublished - 13 Jun 2019


Purpose – The advancements of mobile technologies and devices have greatly facilitated the extension of online services from web to mobile environments. Drawing on the categorization theory, the purpose of this paper is to explore the impact of perceived entitativity on users’ web-mobile service extension behavior. The research model considers how perceived entitativity serves as a category cue to link the category- and piecemeal-based processing and shape users’ adoption of extended mobile services. 
Design/methodology/approach – An online survey (n=552) was conducted to empirically test the model. The data were analyzed by structural equation modeling approach. 
Findings – The results offer two major findings. First, performance expectancy, perceived controllability and subjective norm are important antecedents of users’ usage intention. Second, perceived entitativity has three types of effects on usage intention: it exerts a direct and positive influence on usage intention; it indirectly facilitates usage intention through increasing PE and perceived controllability; and it moderates the relationship between subjective norm and usage intention. 
Originality/value – This study contributes to the literature by taking into account the interplay of category- and piecemeal-based processing to understand consumers’ web-mobile service extension behavior. © Emerald Publishing Limited.

Research Area(s)

  • Categorization theory, Category-based processing, Mobile service, Perceived entitativity, Piecemeal-based processing, Web-mobile service extension behaviour