Understanding post-adoption behaviors of e-service users in the context of online travel services

• This study examines the motivators of continuance intention and WOM of e-service users.
• This study also examines the relationship between continuance intention and WOM.
• Satisfaction and perceived usefulness determine continuance intention.
• Continuance intention and perceived usefulness determine WOM behavior.
• Continuance intention and WOM are closely associated.

We developed a model to investigate the factors influencing two different post-adoption behaviors of e-service users based on the Post-Acceptance Model of IS Continuance (IS continuance model): (1) continuance intention to use e-services; and (2) Word of Mouth (WOM) behavior. We tested the research model using a survey of 543 usable responses in China. Our findings show that satisfaction and perceived usefulness positively affect continuance intention, which, together with perceived usefulness, positively influences the WOM behavior. The two different post-adoption behaviors of e-service users, continuance intention and WOM, are closely related. Implications for theory and practice are also discussed.