The role of media dependency in predicting continuance intention to use ubiquitous media systems

The emergence of new integrated forms of ubiquitous computing devices, allied with the proliferation of fluid multi-device platforms, enabled the development of Ubiquitous Media Systems (UMS). This new and complex form of connected IT artifact encapsulates various functions and provides fluid information access across a variety of channels – enabling users to accomplish a multitude of tasks and interact fluidly in a ubiquitous digital ecosystem. This significant technological evolution has engendered an urgent need to revisit our understanding of technology usage through the lens of theories that encompass the multifaceted nature of UMS. Relying on a media system perspective, this research investigates the role of individual media dependency in predicting continuance intention to use ubiquitous media systems. It argues that technology dependency has an unexplored facet that is goal-oriented in nature. Data collected from 150 UMS users were used to test the developed conceptual model. The results confirmed the overall effect of ubiquitous media systems dependency on individuals’ reasoned continuance usage decision. The findings suggest that the level of dependency towards a UMS raises the perceived positive attributes about the system: perceived usefulness and perceived ease of use; as well as the cognitive appraisal about the discrepancies between initial expectations and post-use performance.