Influence of lapse of time when measuring causes and effects in the consumption of online services

The intention to continue to use is a basic variable in the processes of consuming goods and services because such intention affects the organizations' wealth and surviving capacities. Commonly, researchers measure the continuance intention when the users are still receiving the service. Contrariwise, the main contribution of the present research is to measure the variables of consumer behavior as a sequence of events, thus providing a time gap that allows researchers to detect and measure the causes and the effects in the relationships among variables. The conclusions of the research are relevant both from an epistemological viewpoint and from the perspective of the marketing strategies suitable for services whose consuming processes are susceptible to time lapses.