Customer behavior and adoption · Empirical multi-wave field survey/model test of intention, habit and continuance behavior.
How Habit Limits the Predictive Power of Intention: The Case of Information Systems Continuance
Moez Limayem, Sabine G. Hirt, Chun M. K. Cheung (2007). How Habit Limits the Predictive Power of Intention: The Case of Information Systems Continuance. MIS Quarterly. https://doi.org/10.2307/25148817.
Plain-English take
Habit moderated the intention–continuance relationship: as habit strengthened, intention became less predictive of continued use. For your marketing: Use it as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
How much weight to give this
2.5/5 Evidence needs cautious interpretation
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Empirical multi-wave field survey/model test of intention, habit and continuance behavior.
Information-system users in a field setting, observed across repeated measurement waves.
Judged from the publisher-described design and comparison; consult the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
When does habit reduce the usefulness of intention for predicting continued IS use?
Design
Empirical multi-wave field survey/model test of intention, habit and continuance behavior.
Sample and setting
Information-system users in a field setting, observed across repeated measurement waves.
Reported result
What the study found
Habit moderated the intention–continuance relationship: as habit strengthened, intention became less predictive of continued use.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Survey/field context and self-reported system behavior constrain causal interpretation and portability to new-product onboarding.
Possible founder application
Use it as a behavioral mechanism or experiment-design reference, not a direct forecast for a SaaS funnel.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
The DOI landing/search record identifies the paper and its central case as IS continuance; the published study tests habit and intention empirically. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses publisher metadata/abstract and does not claim independent review of unavailable full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.