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Article

Abstract

A considerable amount of academic research during the past decade has investigated what motivates individuals to use new online services by theory of reasoned action, technology acceptance model, theory of planned behavior, innovation diffusion theory, and/or the combination of the preceding two/three theories. As compared to understanding the adoption of a new online service from social psychology theories, which has been comprehensively investigated during the recent ten years, the literature on understanding individuals to move to a new online service or switch to another provider for the same new online service is seldom studied from the perspectives of economic theories. Therefore, this research aims to fill out the gap and make a contribution in this concern.

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