Understanding Continuance Usage of Natural Gas: A Theoretical Model and Empirical Evaluation

Abstract

The adoption of natural gas increased notably last years, and there is some recognition that it improves the quality of life of inhabitants. While initial acceptance is an essential first step, the continued use is relevant to the long-term success of any technology. However, the literature on energy has focused on adoption and has devoted less attention to models that explain continuance usage. Accordingly, this study developed a model to explain continuance usage, grounded in Expectation-Confirmation Model (ECM). Unlike adoption models, confirmation of previous expectations and satisfaction with the experience of use have a relevant role in this phenomenon. Data was gathered through a questionnaire to 435 users of the service in a Latin American metropolis, and structural equations model was used for analysis. The results show that constructs of the ECM (perceived usefulness, disconfirmation, and satisfaction) influences on continuance intention. While the price impacts as expected, it is surprising that environmental consciousness strongly impacts the intention. These results may be useful for public agents to foster more comprehensive policies (beyond traditional: price and access), which include environmental and safety issues to consolidate the use of this energy source. Energy companies should develop strategies to manage consumer expectations and loyalty programs based on a high level of satisfaction.

Exploring the Determinants of Digital Content Adoption By Academics: The Moderating Role of Environmental Concerns and Price Value

“…We can find certain examples in the literature where the price value construct has been studied as a predictor of users continuance intentions (Fernández-Guzmán & Bravo, 2018;Tam et al, 2020). For example, Tam et al (2020) used ECM framework to investigate the critical factors that influence the continuance intention to use mobile apps, and they confirmed that the effect of price value on continuance intention is not significant.…”

“…Prior research provides some evidence for environmental concerns/consciousness in relation to a user's decision for environmentally friendly products (Belanche et al, 2012;Fernández-Guzmán & Bravo, 2018). Fernández-Guzmán and Bravo (2018) used ECM framework to study the continuous usage of natural gas, and they confirmed significant effects of environmental consciousness on the Intention of Continued Use.…”

Pre- and Post-Adoption Beliefs about the Diffusion and Continuation of Biogas-Based Cooking Fuel Technology in Pakistan

“…Compared to objective indicators, beliefs play a rather direct role in the decision of adoption [14]. Renowned adoption theories (e.g., the theory of reasoned action, the theory of planned behavior, value belief and norm theory, and technology acceptance model) focus on human behavior components and are widely used in literature for a diverse range of technologies, including renewable energies [19,[25][26][27][28][29][30][31][32]. These theories highlight the behavioral factors' subjective beliefs and norms, perceived usefulness, perceived ease to use, attitude, and intentions as important for making decisions to adopt technologies.…”

“…Second, we also consider the post-adoption beliefs of the households, as these beliefs are crucial for the continuation of the technology in the long-term because the overall success of new technology can only be observed if it is fully diffused. Adoption is considered the initial step in the acceptance of any technology, but the true diffusion and actual success of the technology depend on its continued use [19]. The ineffective and irregular use of technology in the long-term often leads to failure of that technology, and one cannot classify such technology as a success [12].…”

Toward a Unified Theory of Customer Continuance Model for Financial Technology Chatbots

“…In sum, this research adopts a longitudinal survey because perceived usefulness, perceived pleasure, perceived arousal, attitudes toward information technology, and continuance intention are all regarded as trait variables (e.g., persistent personality variables) [ 20 , 21 , 22 ]. Additionally, the previous study on continuance intention was almost just cross-sectional samples [ 23 , 24 , 25 ], so there is currently little evidence of the causal relationship between continuance intention and its antecedent. By using the LGCM, this research can fill these literature gaps in the information technology field.…”