What Drives Users’ Removal Behavior of Mobile Apps

The study examines the determinants of users’ removal behavior of mobile apps from an integrated perspective of the theory of reasoned action, innovation diffusion theory, technology acceptance model, and perceived risks. The data collected from a sample of 275 valid respondents were used to validate the research model and hypotheses using the partial least squares structural equation modeling (PLS-SEM). The results indicate that compatibility and perceived ease of use significantly affect removal attitude; removal attitude and performance risk significantly affect removal intention, and removal intention significantly affects removal behavior. This study is a pioneering effort to investigate the determinants of users’ removal behavior of mobile apps. The findings of this study provide several important theoretical and practical implications for how to promote users’ continuous mobile app usage.