A Conceptual Model of the Expectation Confirmation Theory (ECT) Modification on Cybercafés Use Continuance

Abstract

Prior research has suggested that the price increase in surfacing Internet through cybercafé has resulting effects on usage. Therefore, in order to draw the support of clients (users) in exploring the issue that stimulates them for continuous patronage, exploring those factors became vital for the entrepreneur to remain in business. Understanding the relationship between perceived price and continuance intention based on a modified Bhattachee's model of expectation-confirmation theory is the goal of this research. This paper is an attempt in proposing a conceptual model of ECT Modification with perceived price constructs towards cybercafé continuance intention. The approached adopted is based on literature review on the basis that, the incorporation of perceived price construct into the ECT model in context of cybercafé is vital in understanding the antecedent factors of cybercafés continuance intention. Consequently, the proposed model is set forward as the basis for future empirical study to validate the model in a context of a developing country.