A Study on Factors Influencing user's Continuance Intention of Mobile SNS

Title:	A Study on Factors Influencing user's Continuance Intention of Mobile SNS
Authors:	Hyung, Jun Kim Hyun, Joong Kim
Keywords:	Sustainable Manufacturing;Evironment Management
Issue Date:	2012
Publisher:	ĐHKT
Abstract:	Social Network Service in mobile is receiving the important attention. The fever of smart-phone is increasing the interest in Social Network Service. Users communicate with each other using mobile SNS and companies seek for plans to communicate with consumers and to strategically use it as a new business model. There is still a lack of studies on mobile SNS, even though the interest of users and companies in mobile SNS are increasing worldwide. Based on such purpose, this study was carried out as following: Firstly, differentiated factors of characteristics of web and mobile SNS users were examined and then, the main variables were used for this study. Secondly, a variety of intentions to use mobile SNS were applied for this study. Lastly, models regarding continuance intentions of mobile SNS and implications were suggested. In this study, Post Technology Acceptance Model(PAM) which is simple and effective to explain use behaviors of users, was used, and the effects of mobile SNS were studied from various perspectives by expanding technologies of the existing researches and acceptance of system characteristics. In addition, after constructing research models to investigate how characteristics of mobile SNS service, mobile service characteristics have influence on use intention, research models and hypotheses were verified by carrying out a questionnaire. As the result, it was found that we need to approach mobile SNS with different methods, and that various effects are very important for continuance intention. Also, it was shown, companies should establish strategies to improve accessibility to mobile SNS by understanding various characteristics. In conclusion, these research results provide guidelines and lay the foundation to discuss strategic plans to develop new business model or service model through mobile.
URI:	http://repository.vnu.edu.vn/handle/VNU_123/14417