Segmentation of Information Systems Users: The Finite Mixture Partial Least Squares Method
The Expectation-Confirmation Model of Information Systems Continuance ECM-IS explains antecedents that influence IS users' behavior and affect their decision whether to continue or discontinue information system IS using. ECM-IS emphasizes differences between initial acceptance and IS continuance. For companies that deal with the design and software development, IS continuance is retaining of existing customers of product and services. This study extends the ECM-IS by accounting for unobserved heterogeneity. The Finite Mixture Partial Least Squares FIMIX-PLS methodology is applied for identification of distinctive customer segments. Segmentation of IS users was made on the basis of cognitive beliefs and affect influencing one's intention to continue using IS and two different segments of users were derived. The first segment comprises 65.6%, and the other one 34.4% users. The ECM-IS explained 51.9% of IS continuance intention and 20.7% of satisfaction for the first segment, while for the second segment the ECM-IS explained 98.1% of IS continuance intention and 91.3% of satisfaction.