Active user

Technical limitations and challenges

Active user is limited in examining pre-adoption and post-adoption behaviours of users. Users commitment to a particular online product may also depend on trust and the alternatives quality. Pre-adoption behaviour's effects on post-adoption behaviour, that is predicted by past research has suggested, is found to have associations with factors such as habit, gender and some other socio-culturaldemographics. Buchanan and Gillies (1990) and Reichheld and Schefter (2000) argues that post-adoption behaviours and continuous usage is "relatively more important than first-time or initial usage" as it shows "the degree of consumer loyalty", and that ultimately produces long term product value.