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標題: Examining social influence factors affecting consumer continuous usage intention for mobile social networking applications
作者: Edward Shih-Tse Wang
Nicole Pei-Yu Chou
關鍵字: mobile application (M-app);social-networking applications;injunctive norms;descriptive norms;social identity;group norms;continuance usage intention
Project: International Journal of Mobile Communications, Vol. 14, No. 1, pp.43–55.
Due to the rapid increase in the use of mobile devices, mobile socialnetworking
applications (MSNAs) have proliferated during recent years.
MSNAs can provide social groups with a means to communicate among group
members. Although studies have shown that social influence is relevant to
individual and group collective behaviour, few studies have investigated the
predictive relationships between multiple integrated social influence factors and
the behavioural intention for the use of MSNAs. Therefore, we examined the
effects of social influence factors (injunctive norms, descriptive norms, social
identity, and group norms) on the continued intentions to use MSNAs. Data
collected though the website of an online survey company yielded 830 usable
questionnaires. We used structural equation modelling (SEM) to test the
hypothesised relationships. The results indicate that injunctive norms,
descriptive norms, and social identity were positively related to continued
usage intention, whereas group norms were unrelated to continued usage
intention. Understanding consumer decisions regarding the repeated use of an
MSNA is necessary for mobile application (M-app) developers to design
programs that ensure user retention.
DOI: 10.1504/IJMC.2016.073358
Appears in Collections:生物產業管理研究所

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