The role of preference in the continuity of technological use

Previous models assume the presence of a single technology to predict its continuance. However, this assumption is challenged since individuals are often exposed to multiple technologies on which they must decide whether or not to continue using a given one. On this basis, this article develops a conceptual framework integrating models of continuity of use and preference. The incorporation of technological alternatives can lead to a greater understanding of the phenomenon of continuance and to improve the explanatory power of the models. The study proposes that management should consider not only endogamic causes (referred to incumbent technology such as usefulness or satisfaction) but also comparative factors (related to alternatives like the preference) to improve continuance use of their technologies