Post-Adoption Transferring between Non-Substitutable Technologies: The Case of Instant Messenger and Portal

In this study, we focus on post-adoption transfer behavior between technology products that are not substitutable. Drawing upon the theories and findings of entitativity, the self-perception theory, and technology acceptance model, we proposed a research model. We then validated it through cross-sectional field data collected from users on their post-adoption transfer from one instant messenger, QQ, to its portal, QQ.com. Findings suggest that the usage behavior can be transferred indirectly, and the perceived entitativity is an important factor influencing the transferring behavior. This research finds that perceived usefulness and perceived ease of use can be transferred. If the perceived entitativity is high, then perceived usefulness and perceived ease of use will be transferred between non-substitutable technology products. This research contributes to both research and practice by advancing our understanding of users’ post-adoption behavior in general and, more specifically, their transferring behavior between non-substitutable technology products.