FACTORS AFFECTING CITIZENS’ INTENTION TO CONTINUE USING THE REWARDING SOLID-WASTE COLLECTION MOBILE APPS IN TEHRAN, IRAN

Abstract. Despite technological advances in waste recycling and management, many developing countries, including Iran, are still in the early stages of this process: the segregation and collection of recyclable waste. In this regard, to increase citizens' coope ration in household waste segregation, a rewarding solid-waste collection system has been established in the metropolises of Iran. In such circumstances, it is evident that maintaining the continued use of citizens without compromising their satisfaction has become an essential concern in the development of a sustainable waste collection and recycling system in Iran. For this reason, the present study tries to investigate the factors affecting citizens' continuous intention to use the rewarding solid-waste collection (RSWC) mobile apps in Tehran (the capital of Iran). In this regard, first, the conceptual model of the research is obtained by combining the widely used ECM model with D&M’s IS success model. Then, the questionnaire designed based on previous studies was provided to the citizens, and out of a total of 373 completed questionnaires, by removing the incomplete ones, 302 questionnaires were finally analysed. A partial least squares (PLS) analysis based SEM using SmartPLS was performed to assess the model and verify hypotheses. Results show that various variables significantly influence users’ continuous intention to use RSWC mobile apps. Meanwhile, RSWC mobile apps should improve their platform quality and rewarding system, strengthen their content quantity, and ensure the consistency between their service and citizens’ satisfaction.