A Mechanism-Based Process Model of Postadoption Usage Dynamics: Evidence from Feature-Level Usage in Mobile Banking

Organizations invest heavily in digital platforms, yet sustaining user engagement after initial adoption remains a persistent challenge. In feature-rich services, such as mobile banking, customers’ usage evolves as they gain experience, develop routines, and encounter changing needs. However, existing research largely treats postadoption information systems (IS) usage as a stable outcome, offering limited insight into how usage evolves over time. Drawing on longitudinal mobile banking usage data, surveys, and qualitative evidence, this study develops and validates a mechanism-based process model of postadoption feature usage dynamics. We show that feature-level usage evolves through three dominant mechanisms: evaluation-driven entry, habit-driven stabilization, and need-driven disruption and re-evaluation. To capture these dynamics, we frame IS usage as comprising usage intensity (frequency and depth) and usage length, and we identify five distinct longitudinal usage trajectories (e.g., expanders and maximizers). We demonstrate that these trajectories are associated with important organizational outcomes, including new feature adoption, monetization willingness, loyalty, and security compliance. Thus, organizations should move beyond simply increasing usage frequency and instead, recognize that users follow different developmental paths requiring different engagement strategies. This work provides managers with a framework for identifying users’ usage trajectories and designing targeted interventions that better support long-term customer engagement and value creation.

• 저널Information Systems Research
• 토픽Technology Adoption and User Behaviour · Information Systems and Management
• DOI10.1287/isre.2024.0868
• 저자Shuyi Fang, Khawaja A. Saeed, Zhiyin Li, Chunyi Xian, Jingjun Xu