Continued use of a Chinese online portal: an empirical study

The evolution of the internet has made online portals a popular means of surfing the internet. In internet commerce, understanding the post-adoption behaviour of users of online portals can help enterprises to attract new users and retain existing customers. For predicting continued use intentions, this empirical study focused on applying and modifying the diffusion of innovation (DOI) theory to explore the use of a Chinese web portal (Yahoo-Kimo). The empirical results indicate that each of the innovation characteristics (compatibility, relative advantage, complexity and playfulness) significantly affect the continued use intentions of adopters. In determining continued use intentions, males were more influenced by relative advantage than females, while females were more influenced by perceived playfulness than males. Compatibility is the strongest factor to influence both male and female adopters' continued use intentions for online portals.