Journal of Global Information Management, 21(4), 121-142, October-December 2013 121 Copyright © 2013, IGI Global. Copying or distributing in print or electronic forms withour written permission of IGI Global is prohibited ABSTRACT The usage of mobile Internet service has been on the rise as more people become to use mobile devices. WiMAX, a mobile Internet service, was frst commercialized in Korea in 2006. However, after frst six months, a number of users discontinued the service and switched to other Internet services. Because customer retention is important for the success of any business, this research examines the factors that affect the continued usage of mobile Internet service. A user of a mobile Internet service is both a user of technology and consumer of services. Therefore, to examine the continued usage of mobile Internet service, the authors combine the value adoption model, representing the service consumer perspective, with the information systems continuance model, representing the technology user perspective. The study is conducted in the context of WiMAX. The data was collected from 200 WiMAX users. The model developed in this study is a unique contribution to theory as it discusses the continued adoption of a commercial information system. User Continuance Intention Towards Mobile Internet Service: The Case Of WiMAX in Korea Hee-Woong Kim, Graduate School of Information, Yonsei University, Seoul, South Korea Sumeet Gupta, Indian Institute of Management Raipur, Raipur, Chhattisgarh, India Yoon-Seung Jeon, KT, Seongnam-city, South Korea Keywords: Customer Retention, Information Systems Continuance Model, Mobile Internet Service, Value Adoption Model, Worldwide Interoperability for Microwave Access (WiMAX) INTRODUCTION As the adoption of mobile devices (i.e., smart- phone) by users increases, the usage of wireless Internet service increases. WiMAX is a wireless broadband Internet service (i.e., mobile Internet service) for mobile devices including laptops, cell phones, and smartphones. It is easily ac- cessible anytime and anywhere, even when a user is moving at speeds of 120 km/h. It was launched by KT for the first time in Korea in July 2006, after it was selected by the Institute of Electrical and Electronics Engineers (IEEE) as a global standard in September 2005 (KT, 2009). With the increased adoption of smartphones and tablet PCs, WiMAX is expected to be the next generation for mobile communication and wireless Internet access. To attract new customers, KT offered six months free access to WiMAX service, as well as other promotions (such as free netbooks), for those who subscribed to WiMAX. However, after the six-month contract period, a num- ber of users switched to alternative Internet DOI: 10.4018/jgim.2013100107