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Research on Influential Factors of Location based Social Networks Continuance Usage

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1. Introduction

Social network services (SNSs) enable users to construct public or semipublic online profiles that can be connected to other users with whom they can share interests, activities, and information (Boyd & Ellison, 2007). Although the specific features available vary according to the particular SNS company, all SNSs offer users the basic components of a personal profile, a collection of social connections, and the ability to interact with other users in the network (Boyd & Ellison, 2007; Girolami, Chessa, & Caruso, 2015). The attractiveness of this type of service has enabled companies like Facebook and Twitter to flourish, while the number of SNS users continues to increase worldwide (Kwon, Jung, Lee, Kim, & Ju, 2015).

As the use of mobile devices to access the Internet grows, so does the development of various mobile device applications (apps). Apps refer to software, tailor made for mobile devices which improve the delivery of mobile services (Dickinson et al., 2014). Apps are easily downloaded from app stores and provide innumerable services to consumers (Chang, Shen, & Liu, 2016). App developers can be individuals or organizations whose apps can be designed with commercial or non-commercial purposes in mind (Dickinson et al., 2014). Some of the most popular apps are provided by SNS companies (Nikou & Bouwman, 2014), such as Facebook and Twitter. The popularity of SNS apps is mainly due to their offering of interesting services, social interactions, and collaboration opportunities to their users (Jabeur, Zeadally, & Sayed, 2013). Mobile social network service (MSNS) apps (evolved from personal computer (PC) SNSs) enable users to access and share information on their mobile devices; such frees users from temporal and geographic limitations (Chang et al., 2016). Important features of MSNS apps include immediate communications (text, audio, and video), short message delivery, photo uploading and sharing, real-time GPS location sharing, discovering new places to shop and dine; there are also many other activities that can be shared or experienced with other people (Jabeur et al., 2013; Powell, 2009). The convenience and attractive features of using MSNS apps have led to their becoming the predominant channel for accessing SNSs. For instance, Facebook, the most popular SNS, had over 1.86 billion monthly active users in 2016 of which more than 94% accessed the service via the Facebook app (Facebook, 2017). The number of users accessing SNSs through desktop apps is declining (Dreamgrow, 2017). These trends indicate that for continued success, SNS companies must understand their users' motivations to continue using MSNS apps.

The uses and gratifications (U&G) paradigm helps explain the motivations for using a specific media (Cheung, Chiu, & Lee, 2011). This paradigm focuses on why users access and use different media types in order to satisfy their social and psychological needs. It assumes that users actively seek gratification from media according to their needs or motivations; if these are satisfied, then the user is likely to repeat this behavior (Girolami et al., 2015; Hsu, Dutta, & Helmy, 2012). Dholakia, Bagozzi, and Pearo (2004) pioneered the application of the U&G paradigm; they identified five key values (purposive, self-discovery, maintaining interpersonal interconnectivity, social enhancement, and entertainment) which explain why individuals participate in virtual communities. Purposive value refers to the value derived from accomplishing some pre-determined informational and instrumental purpose. Self-discovery value refers to the understanding and deepening of one's salient aspects through social interactions. Maintaining interpersonal interconnectivity value refers to the social benefits derived from establishing and maintaining contact with other people (e.g. social support, friendship, and intimacy). Social enhancement value refers to gaining acceptance and approval of other members, and the enhancement of one's social status within the community on account of one's contribution to it. Finally, entertainment value refers to fun and relaxation realized through play and interacting with other people (Cheung et al., 2011; Dholakia et al., 2004). Cheung and Lee (2009) and Cheung et al. (2011) adopted these five values to examine why individuals or a group of people continued to use SNSs. Similarly, Ku, Chen, and Zhang (2013) and Chiu and Huang (2015) identified gratification within the SNS context and investigated its impact on users' intentions to continue using SNSs. The results from these previous studies have provided a much clearer understanding of the factors that influence SNS users' continued use intentions. However, these studies focused on PC-based SNSs. Whether or not these same values can be applied to the MSNS app context needs to be examined and verified.

Very little empirical evidence has been collected to understand users' motivations to use SNS apps on mobile devices despite the increasing use of these products. Lin and Lu (2015) applied value theory and social psychology concepts to examine factors that affected users' intentions to use mobile-based SNSs. Ultimately, the success of an information system is dependent upon users' continued use (Bhattacherjee, 2001); therefore, it is important for MSNS app developers to understand the factors which drive user loyalty and continued use. However, few studies have addressed the issue. Choi (2016) found evidence supporting the role of enjoyment as a key determinant of continued use intentions for SNSs in mobile contexts. Han, Min, and Lee (2015) revealed that the gratification of social connection needs played a significant role in PC-based and mobile-based SNSs continued uses. Overall, these studies have noted the continued use intentions of MSNS apps, but they only focused on a single value. Therefore, it is necessary to address the gratification of different needs for the continued use of SNS apps on mobile devices. Our research focuses on users' intentions to continue using MSNS apps and draws upon the fives values proposed by Dholakia et al. (2004) and Cheung et al. (2011) in order to provide a comprehensive understanding of the issues. However, although the U&G paradigm is a useful theoretical framework for illuminating the psychological motivations of continued MSNS app usage, within it, important technological influences are not given a role.

We address this issue by combining the U&G paradigm with innovation diffusion theory, which describes how and why the use of an innovative technology spreads across asocial system over a period of time (Rogers, 1995). According to this theory, innovations have several attributes which impact people's adoption behavior (Kim & Ammeter, 2014). This offers a helpful technological perspective on why users might continue to use MSNS apps. Innovation diffusion theory has been applied to investigate the adoption of mobile personal information systems (Kim & Ammeter, 2014); however, the issues of whether and what innovation attributes influence SNS app usage have yet to be explored. Lin and Lu (2015) applied the innovation attribute in order to understand how the attribute explains users' intentions to use mobile-based SNSs; yet, the behavioral intention to initiate the use of an MSNS app is different from the intention to continue using an MSNS app. Focusing on repeat-user behavior is an important research topic because such is necessary for the success of MSNS apps. Thus, the addition of innovation diffusion theory to the current research helps determine the attributes of MSNS apps which influence users' intentions to continue usage.

Critical mass is another core concept from innovation diffusion theory directly related to the current research; it occurs when a sufficient number of members have adopted a technology where the rate of adoption becomes self-sustaining and creates further growth (Rogers, 2003). Previous studies have shown that the number of peers using a mobile-based SNS affects their intentions to use mobile-based SNSs (Lin & Lu, 2015). Ku et al. (2013) also have indicated that critical mass is the key driver of members' continued use of PC-based SNSs. Furthermore, previous research has provided empirical evidence which indicates the importance of critical mass and mobility in terms of behavioral intentions and actual use of mobile-based SNSs (Nikou & Bouwman, 2014). However, prior works have not addressed the issue of continued use in the mobile device context. Therefore, it is necessary to investigate whether or not critical mass and mobility can predict intentions to continue using MSNS apps.

This research has been designed to fill the identified knowledge gaps. Specifically, we combine two theories, the U&G paradigm (psychological) and innovation diffusion theory (technological) for the purpose of identifying and testing the factors which influence users' intentions to continue using MSNS apps. The remainder of the paper is organized as follows. The next section reviews the theoretical background and develops the main hypotheses. Section 3 outlines the research methodology and data analysis. The results are shown and discussed in Section 4. Section 5 covers the theoretical and practical implications. Finally, the current research's limitations are discussed in Section 6 and directions for further research are presented.

2. Theoretical background and hypotheses development

2.1. U&G paradigm

The U&G paradigm originated from Lasswell's (1948) functionalism. It attempts to explain why individuals use various forms of media and what their motivations are when they choose a specific media type (Diddi & LaRose, 2006; Katz, Blumler, & Gurevitch, 1999). The U&G paradigm recognizes the importance of an individual's values, beliefs, needs, and motives in determining behaviors regarding media selection and usage (Abrantes, Seabra, Lages, & Jayawardhena, 2013). Unlike earlier communication theories which viewed individuals as passive media consumers, the U&G paradigm assumes that users are active, conscious of their needs, and deliberately choose media to fulfill these needs (Blumler & Katz, 1974; Correa & Jeong, 2011; Ku et al., 2013). The U&G paradigm builds on three basic principles: (1) individuals actively seek out a media source that best meets their needs; (2) individuals are goal-oriented in their media usage; and (3) individuals are aware of their media usage needs (Abrantes et al., 2013; Blumler, 1979). This theoretical paradigm has been successfully applied to understand motivations to consume various types of media, such as newspapers (Elliott & Rosenberg, 1987), television (Babrow, 1987), video games (Sherry, Lucas, Greenberg, & Lachlan, 2006), mobile phones (Leung & Wei, 2000), and websites (Stafford, Stafford, & Schkade, 2004). An increasing number of researchers have considered SNSs emerging media and have applied the U&G paradigm to explore the motivations that lead individuals to participate in virtual communities or use PC-based SNSs (Cheung & Lee, 2009; Cheung et al., 2011; Chiu & Huang, 2015; Dholakia et al., 2004; Ku et al., 2013).

Dholakia et al. (2004) pioneered the application of the U&G paradigm to include individual participation in online virtual communities. They suggested that participation in virtual communities is determined by the following five values: purposive, self-discovery, maintaining interpersonal connectivity, social enhancement, and entertainment. Subsequently, Cheung and Lee (2009) and Cheung et al. (2011) adopted these five values in order to examine why individuals or groups of individuals continue to use PC-based SNSs. Similarly, Ku et al. (2013) identified gratification within the SNS context; they considered gratification as a second-order formative construct which impacts members' intentions to continue using PC-based SNSs. There are also five gratification factors: information, entertainment, fashion, sociability, and relationship maintenance. Chiu and Huang (2015) used gratification to investigate individuals' motivations to continue using PC-based SNSs. Furthermore, Han et al. (2015) adopted social connection value in order to examine users' intentions to continue usage in different settings (PC-based Twitter vs. mobile-based Twitter). We seek to provide a comprehensive understanding of the impact of different values on users' continued use intention; in doing so, we argue that the pursuit of the fashion gratification factor, identified by Ku et al. (2013), is more suitable for predicting initial intentions to adopt SNS rather than the intention to continue using SNS. This study examines how the five values proposed by Dholakia et al. (2004) and Cheung et al. (2011) impact users' intentions to continue using MSNS apps.

Specifically, MSNS apps encourage users to generate personal profiles that may include names, pictures, and personal interests (Chang et al., 2016). Users are encouraged to interact with other members with similar interests, which can help users gain a deeper understanding of themselves and others (Girolami et al., 2015). In this way, MSNS apps serve as important platforms for social interaction (Nikou & Bouwman, 2014) by assisting users in the sharing and acquisition of useful knowledge and information. Moreover, MSNS apps play an important role in the establishment, maintenance, and development of personal relationships (Han et al., 2015; Nikou & Bouwman, 2014). Users can also produce and share their own content for self-expression and self-actualization; they can also answer others' questions; such user contributions can gain them recognition or earn social and reputational rewards, relationships, and/or trust (Girolami et al., 2015). In particular, the inherent interactive features of MSNS apps (i.e. the ability to interact with friends and play games anytime and anywhere) provide an overall enjoyable user experience that can fulfill hedonic needs (Girolami et al., 2015; Yang, Wang, & Lu, 2016). For instance, Instagram users interact with their friends by uploading photos taken with smart phones and sharing them on the platform and on Facebook. This provides users with hedonic value (Lin & Lu, 2015; Powell, 2009). Facebook has been actively working with third parties, such as Zynga, to enable users to enjoy high-quality SNS games anywhere and anytime through their mobile devices. In addition, Facebook Places enables users to 'check-in' for sharing their location with friends, discovering new places, and gaining access to interesting check-in deals. When users perceive that utilizing MSNS apps can help satisfy their needs, they are more likely to continue using these apps.

Moreover, previous research has shown that services which help maintain interpersonal interconnectivity, provide social enhancement, and give good entertainment value have a positive effect on a group's willingness to continue using PC-based SNSs (Cheung et al., 2011). Ku et al. (2013) confirmed that gratifications are positively related to members' intentions to continue using PC-based SNSs. Han et al. (2015) showed that the need for social connections positively influenced the intention to continue using PC-based and mobile-based SNSs. Lin and Lu (2015) revealed that hedonic value and utility value have significant impacts on user acceptance of mobile-based SNSs. Choi (2016) also found that enjoyment significantly affected users' intention to continue using mobile-based SNSs. This study, therefore, proposes the following hypotheses:

H1: Purposive value is positively related to users' intention to continue using MSNS apps.

H2: Self-discovery value is positively related to users' intention to continue using MSNS apps.

H3: Maintaining interpersonal interconnectivity value is positively related to users' intention to continue using MSNS apps.

H4: Social enhancement value is positively related to users' intention to continue using MSNS apps.

H5: Entertainment value is positively related to users' intention to continue using MSNS apps.

2.2. The innovation diffusion theory

The innovation diffusion theory attempts to explore factors which affect an individual's decision to adopt an innovation or a new technology. The theory explains the process with which an innovation is communicated through certain channels over time among the members of a social system (Rogers, 1995). According to this theory, there is a set of innovation attributes that can influence the diffusion of an innovation or a new technology (Rogers, 1995). These include relative advantage, complexity, compatibility, trialability, and observability (Rogers, 1995). Relative advantage is the extent to which an innovation is perceived as providing greater benefits than its predecessor. Complexity is the extent to which an innovation can be considered relatively difficult to understand and use. Compatibility is the extent to which an innovation is perceived as consistent with users' existing values, beliefs, habits, and present and previous experiences. Observability refers to the extent to which an innovation is visible to the members of a social system and the benefits that can be easily observed and communicated. Trialability refers to the extent to which an innovation can be experimented with prior to adoption (Al-Jabri & Sohail, 2012). These innovation attributes and their effects on adoption or usage behavior have been empirically tested in a variety of contexts, such as the Internet (Agarwal & Prasad, 1997), virtual stores (Chen, Gillenson, & Sherrell, 2002), mobile services (López-Nicolás, Molina-Castillo, & Bouwman, 2008), mobile ticketing services (Mallat, Rossi, Tuunainen, & Öörni, 2009), mobile banking (Al-Jabri & Sohail, 2012; Lin, 2011), and mobile phones (Kim & Ammeter, 2014).

With respect to the processes of innovation diffusion, the innovation diffusion theory argues that at the pre-adoption stage, the user decides whether to accept or reject adoption of the innovation. At the post-adoption stage, the user decides whether to continue or discontinue using the innovation (Khalifa & Shen, 2008). Online SNSs have achieved enormous popularity as platforms for information sharing, user-centered content generation, and interoperability (Nikou & Bouwman, 2014). With increasing mobile penetration, MSNS apps provide an innovative channel for users to access these platforms (Chang et al., 2016); this has resulted in MSNS apps becoming some of the most popular applications worldwide (Yang et al., 2016). The adoption of MSNS apps has moved beyond the early majority; now, MSNS apps can be viewed as a ubiquitous technology. Therefore, of the five innovation attributes, trialability, complexity, and observability are no longer part of the equation for determining users' continued use of MSNS apps. This is that because MSNS apps are so widely accepted and used that app developers no longer need to focus on encouraging MSNS app adoption. Users are also already quite familiar with these apps and find them relatively easy to operate. In addition, users can access MSNS apps from their mobile devices, irrespective of time and place, and can easily convey the accessibility benefits to others. Furthermore, relative advantage can be interpreted in several ways, such as increased efficiency, economic benefits, social benefits, cognitive effort saved, or time saved (Kim & Ammeter, 2014). MSNS apps offer advantages over PC-based SNSs including access to and use of information without time and space limits; thus, the concept of 'mobility' captures the advantages of smart devices, which are somewhat similar to the concept of the relative advantage construct (Mallat et al., 2009). Therefore, we argue that mobility supersedes relative advantage in the mobile SNS context. As a result, we adopt compatibility and mobility for the purpose of examining their impacts on users' intention to continue using MSNS apps.

An increasing number of users access and participate in SNSs via mobile apps. These apps are relatively easy to use because people are already familiar with PC-based SNSs, which share many interface qualities. In addition, as users learn that MSNS apps are compatible with their habits and ways of accessing and using mobile services, they become more likely to continue utilizing these apps. Nikou and Bouwman (2014) revealed that habitual behavior played an important role in users' behavioral intentions and actual use of mobile-based SNSs. Kim and Ammeter (2014) suggested that when a mobile phone was compatible with users' lifestyles, needs, and preferences, they were more likely to adopt it. Lin and Lu (2015) also showed that service compatibility eventually affected users' intention to use mobile-based SNSs. Related studies have revealed that compatibility has a positive influence on the adoption of mobile banking (Al-Jabri & Sohail, 2012; Lin, 2011), mobile ticketing (Mallat et al., 2009), and mobile commerce (Wu & Wang, 2005). We, therefore, propose the following hypothesis:

H6: Compatibility is positively related to users' intention to continue using MSNS apps.

2.3. Mobility

Mobility allows users to accomplish tasks without being limited by the users' physical movement (Kim & Ammeter, 2014). Mobility consists of two dimensions: spatiality and temporality (Kleinrock, 1996). The former refers to the extent of geographical movement of the users, resources, and devices, while the latter refers to a degree of the 'spaceless' nature, which enables users to search for information anywhere and at anytime (Kim & Ammeter, 2014). Mobility is a fundamental characteristic of digital information; it allows users to interact with information in a more spontaneous, varied, and unpredictable manner (Burford & Park, 2014).

For a device to be truly mobile, it must be small, lightweight, and have the capability to be always-on (Gebauer & Shaw, 2004; Kim & Ammeter, 2014). Mobile phones meet these requirements and the apps installed on them are accessible to users everywhere they go. Mobile technologies also enable users to discover their proximity to available services that meet their current needs and desires (Wilson, 2012). This likely leads to increased intention to continue using MSNS apps. For instance, the Facebook app allows users to share their locations by checking-in, providing status updates, uploading photos, or posting messages to another user's wall/timeline or their own (Wang & Stefanone, 2013). In addition, mobile technology enables users to stay connected to and interact with others in their network community in real time (Nikou & Bouwman, 2014). This is another driver of continued use of MSNS apps. Previous researchers have found that the intention to use SNSs via mobile device is highly related to mobility (Nikou & Bouwman, 2014). We, therefore, propose the following hypothesis:

H7: Mobility is positively related to users' intention to continue using MSNS apps.

2.4. Critical mass

In addition to innovation attributes, innovation diffusion theory also includes the concept of critical mass. Critical mass is the number of individual adopters of an innovation in a social system that is needed to cause the adoption rate to become self-sustaining and to create further growth (Rogers, 2003). Reaching critical mass can give users the perception that the technology is widely accepted, which provides a feeling of confidence in or obligation to adopt the technology. Other researchers have indicated that critical mass refers to the threshold beyond which active participants expand rapidly (Oliver, Marwell, & Teixeira, 1985). Metcalfe (1995) pointed out that the value of the network grew in proportion to the square of the number of users. Sledgianowski and Kulviwat (2009) also indicated that when the number of users reached critical mass, the value of the network grew geometrically. This means that the value of the network depends on a sufficient number of users (Chen, Yen, & Hwang, 2012). In the SNS context, the perception of critical mass is developed through interaction with other network members and is rapidly strengthened as additional users participate in network activities (Chen, Lu, Wang, Zhao, & Li, 2013). Therefore, an SNS technology becomes more valuable as it is utilized by more users (Chen et al., 2012).

There are two important characteristics of SNSs (Nikou & Bouwman, 2014). First, they allow universal access, which means that individuals can enjoy it even if they have not contributed to it. Second, an SNS creates interdependence, in which earlier users are influenced by later users or vice versa (Deng, Liu, Li, & Hu, 2013; Markus, 1987; Nikou & Bouwman, 2014). Reaching critical mass signals the sustainable growth of the SNS, which determines current users' future gains; therefore, users may choose to continue using an SNS that has achieved critical mass (Deng et al., 2013; Ku et al., 2013). Previous results support this idea. For example, Ku et al. (2013) indicated that when a PC-based SNS had reached critical mass, members intended to continue using it. Chen et al. (2012) revealed that critical mass had a positive influence on continuance intention of Web 2.0 users. Nikou and Bouwman (2014) revealed that critical mass was the key predictor of behavioral intention and actual use of mobile-based SNSs. Lin and Lu (2015) found that the number of peers was a crucial factor that affected the intention to use mobile-based SNSs. Furthermore, when members of a group perceive that the majority of the group is using groupware, they will also choose to use it in order to avoid being viewed as an outsider (Lou, Luo, & Strong, 2000). We, therefore, propose the following hypothesis:

H8: Critical mass is positively related to users' intention to continue using MSNS apps.

The proposed research model in this study is shown in Figure 1.

Figure 1. Research model.

3. Methodology

3.1. Sample and data collection

Participants in this study were recruited using a convenience sampling method of Taiwanese MSNS app users. The authors advertised a survey on social network sites. Only people who had experience using MSNS apps were allowed to participate in the survey. Participants were asked to select one MSNS app and answer the survey questions in regard to this selected app. A total of 178 responses were collected, of which 173 were complete and valid; this yielded an available response rate of 97.2%. The participants were 52% female; 72.8% were 15–24 years of age and 97.1% had attained a college degree or higher. Facebook was the most frequently used MSNS app (85.6%); a majority of the respondents were students (64.2%). Although convenience sampling might lead to representativeness problems, Calder, Phillips, and Tybout (1981) pointed out that homogenous samples were more appropriate when the purpose of the research involved the application of theory. In addition, Calder et al. (1981) also pointed out that homogenous samples could reduce the probability of errors of inference. Therefore, use of a convenience sample in this study seems appropriate. The sample profile is depicted in .

Table 1. Study sample profile.

3.2. Measures

To ensure the content validity of all the constructs, all measures were adapted from well-established scales. In addition, we also invited one information systems professor and three information systems postgraduate students to provide suggestions about the scales. Based on their comments, the wording of some items was modified to ensure clarity. All responses were made on 5-point Likert scales anchored at 1 (strongly disagree) and 5 (strongly agree). All measures are shown in Appendix.

Purposive value. Following the work of Cheung et al. (2011) and Ku et al. (2013), purposive value refers to the value derived from accomplishing some pre-determined informational purpose through the continued use of MSNS apps. The items used to measure purposive value were adapted from Cheung et al. (2011) and Ku et al. (2013).

Self-discovery value. Based on Cheung et al. (2011), we defined self-discovery value as increased understanding of one's salient aspects, as well as those of others, through continued social interactions on MSNS apps. The items used to measure self-discovery value were also adapted from Cheung et al. (2011).

Maintaining interpersonal interconnectivity value. Following Cheung et al. (2011), maintaining interpersonal interconnectivity refers to the social benefits derived from establishing and maintaining contact with others through continued use of MSNS apps. The items used to measure maintaining interpersonal interconnectivity value were also adapted from Cheung et al. (2011).

Social enhancement value. Based on Cheung et al. (2011), we defined social enhancement value as the gaining of acceptance and approval from other members, as well as the enhancement of user's social status by making contributions within and to the community, through continued use of MSNS apps. The items used to measure social enhancement value were also adapted from Cheung et al. (2011).

Entertainment value. Following Cheung et al. (2011), entertainment value refers to fun and relaxation derived through playing or otherwise interacting with others by the continued use of MSNS apps. The items used to measure entertainment value were also adapted from Cheung et al. (2011).

Compatibility. Based on Kim and Ammeter (2014), compatibility refers to the extent to which using an MSNS app is perceived as consistent with users' existing values, beliefs, habits, and present and previous experiences. The items used to measure compatibility were adapted from Mallat et al. (2009) and Kim and Ammeter (2014).

Mobility. Following Kim and Ammeter (2014), mobility refers to the characteristic of an MSNS app that allows users to accomplish tasks while unfettered by their physical movements. The items used to measure mobility were adapted from Mallat et al. (2009).

Critical mass. Following Ku et al. (2013), critical mass was defined as the degree to which an MSNS app user believed that most of his/her peers were using the same MSNS app, and that they would continue their use in the future. The items used to measure critical mass were also adapted from Ku et al. (2013).

Continued use intention. Based on Ku et al. (2013) and Cheung et al. (2011), continued use intention refers to MSNS app users' intention to continue using MSNS apps in the future. The items used to measure continued use intention were also adapted from Ku et al. (2013).

4. Data analysis and results

This study followed the two-step procedure suggested by Anderson and Gerbing (1988). First, a measurement model was composed to establish the validity and reliability of the proposed constructs. Second, a structural model was used to assess the structural relationships of the proposed constructs. SmartPLS 2.0, a component-based modeling software program, was used to evaluate both the measurement model and the structural model; it is applied because it supports both exploratory and confirmatory research and is efficient with regard to small sample sizes (Chin & Newsted, 1999; Reinartz, Haenlein, & Henseler, 2009). In addition, researchers have suggested that the required sample size should be 10 times the maximum number of structural paths directed at a particular construct in the PLS path model (Barclay, Higgins, & Thompson, 1995). For the current research model, a sample size greater than 80 (8 incoming paths × 10) afforded sufficient power, considering that a maximum of eight constructs are hypothesized to lead to continued use intention (see Figure 1). Therefore, the sample size is adequate for the data analysis.

4.1. Measurement models

Reliability, convergent validity, and discriminant validity were all evaluated in order ensure the adequacy of the measurement model. First, the reliability of the measures was calculated. Cronbach's alpha (α) and composite reliability (CR) were used to assess the reliability of each latent construct (Bagozzi & Yi, 1988). The Cronbach's α and CR for each construct are suggested to exceed 0.7 (Hair, Anderson, Tatham, & Black, 1998; Nunnally & Bernstein, 1994). Second, convergent validity refers to the extent to which a measure correlates positively with alternative measures of the same construct (Hair, Hult, Ringle, & Sarstedt, 2014). We adopted two criteria to assess convergent validity: (1) all the indicator loadings should be significant and should exceed 0.6 (Bagozzi & Yi, 1988) and (2) the average variance extracted (AVE), which refers to the grand mean value of the squared loadings of the indicators associated with the construct (Hair et al., 2014); each construct should exceed the variance due to measurement error for that construct (i.e. AVE is suggested to exceed 0.5; Fornell & Larcker, 1981). Third, discriminant validity refers to the extent to which a construct is truly distinct from other constructs by empirical standards (Hair et al., 2014). Discriminant validity was assessed according to the Fornell–Larcker criterion: the square root of the AVE of a construct should be higher than the correlation between that construct and the others (Fornell & Larcker, 1981).

The results showed that Cronbach's α and CR for all constructs exceeded the suggested value of 0.7 (see ), indicating good reliability. The results also showed that all of the items exhibited a loading higher than 0.7 on their respective constructs (see ). In addition, the AVE for each construct exceeded 0.5 (see ), satisfying both criteria for convergent validity. The discriminant validity results in showed that the correlation between the construct pairs was lower than the square root of the AVE for each construct, indicating good discriminant validity.

Table 2. Measurement model results.

Table 3. Correlations and square roots of AVE.

4.2. Hypotheses tests

The PLS results are shown in Figure 2. For Hypotheses 1–5, we identified five values that could potentially affect users' intention to continue using MSNS apps. The effects of purposive value (β = 0.104, t= 1.666, p< .05) and entertainment value (β = 0.107, t= 2.826, p< .001) on users' continued use intention were positive and significant; whereas the effects of self-discovery value (β = 0.037, t= 0.801, p> .05), maintaining interpersonal interconnectivity value (β = −0.064, t= 1.183, p> .05), and social enhancement value (β = −0.067, t= 1.244, p> .05) were insignificant. Therefore, the results support Hypothesis 1 and 5, however, not Hypotheses 2–4. In addition, compatibility had a positive and significant effect on continued use intention (β = 0.296, t= 4.019, p< .001), thereby supporting Hypothesis 6. The results indicated that mobility (β = 0.128, t= 2.019, p< .01) and critical mass (β = 0.452, t= 5.277, p< .001) had a positive significant impact on continued use intention; thus, Hypotheses 7 and 8 were supported. The variance explained in terms of R 2 was 0.776 for continued use intention.

Figure 2. Hypotheses test results.

4.3. Discussion

This study provides several meaningful findings, which are described in the following subsections.

4.3.1. Values and the intention to continue using MSNS apps

The results of this study showed that purposive value had a significant positive impact on continued use intention. This finding showed that users who continuously used MSNS apps can fulfill their needs to obtain and provide information. However, this finding was not consistent with Cheung et al.'s (2011) results. They found no significant relationship between purposive value and continued use intention of PC-based SNSs. This contradictory result may be due to the immediacy and convenience advantages of MSNS apps. These apps are easier to search, obtain, and share information, which increases users' willingness to continue using them. In contrast, in the PC environment, users can more easily select from alternative channels, such as professional forums to satisfy their needs to search for, obtain, and share information.

The impact of self-discovery value on continued use intention was not significant, suggesting that users did not continue to use MSNS apps in order to gain a deeper understanding of themselves and/or others. One possible explanation for this result is that mobile phone characteristics, such as their small size, makes it unlikely that users produce a lot of content to share with others in order to learn about themselves and others. In addition, the relatively low switching costs associated with PC-based SNSs make it unlikely that users will use these tools to obtain a better understanding of themselves and others. This finding was similar to that obtained by Cheung et al. (2011), who noted that self-discovery value was not significantly associated with continued use intention of PC-based SNSs.

The research results also showed that maintaining interpersonal interconnectivity value and social enhancement value did not significantly impact continued use intention. This finding contradicted Cheung et al.'s (2011) study, in which they had suggested that maintaining interpersonal interconnectivity value and social enhancement value were drivers of the intention to continue using PC-based SNSs. One possible explanation is that many users predominantly utilize PC-based SNSs to keep in touch with friends, feel connected, and obtain recognition. This context contrasted with mobile users, who often utilized MSNS apps frequently but briefly while they were doing other things. As such, perhaps MSNS apps are used more for obtaining information efficiently, rather than for helping users develop relationships with others or achieving self-actualization. Moreover, this finding also did not match that of Han et al. (2015), who indicated that Twitter users continued to use PC-based and mobile-based SNSs because the tools enabled fulfillment of social connection needs. However, although they found that social connection needs played a significant role in Twitter users' intention to continue using PC-based and mobile-based SNSs, they also found that social connection needs were less of a driver to continue using apps among mobile users than among desktop users. In other words, this means that the need to maintain interpersonal interconnectivity is stronger for desktop users than for mobile users.

The results suggested that entertainment value was key to increasing users' intention to continue using MSNS apps. MSNS apps offer many activities that provide hedonic benefits, such as playing SNS games, uploading mobile photos, sharing location-related information, and obtaining continuous and immediate content feedback from others; these increase the likelihood of users' continued use of MSNS apps. This result was consistent with several earlier studies. Cheung et al. (2011) noted that entertainment value was significantly and positively related to the intention to continue using PC-based SNSs. In the mobile SNS context, Lin and Lu (2015) indicated that a pleasurable user experience drove intentions to use mobile-based SNSs. Also, Choi (2016) found that enjoyment significantly affected users' intention to continue using mobile-based SNSs.

4.3.2. Innovation attributes and intention to continue using MSNS apps

The results of this study showed that compatibility had a significant positive impact on continued use intention. This finding implied that when users perceived a high degree of familiarity between MSNS apps and PC-based SNSs or mobile technologies in terms of experience, users were more likely to continuously use MSNS apps. This finding was consistent with Kim and Ammeter's (2014) research; they examined how the three innovation attributes in the innovation diffusion theory (namely relative advantage, complexity, and compatibility) impacted the adoption of mobile phones. Their results suggested that relative advantage and compatibility were significantly and positively related to mobile phone adoption, and that compatibility had the strongest impact. This finding was also similar to findings obtained by Nikou and Bouwman (2014) and Lin and Lu (2015), who noted that habitual behavior had a significant impact on behavioral intention to use mobile-based SNSs and that service compatibility eventually affected users' intention to use mobile-based SNSs, respectively.

4.3.3. Mobility, critical mass, and intentions to continue using MSNS apps

The results showed that critical mass and mobility each had a significant and positive impact on continued use intention, which further supports previous studies. Nikou and Bouwman (2014) showed that critical mass and mobility could ultimately lead to an increase in users' behavioral intention to use and in actual use of mobile-based SNSs. This result also supports the notion that using SNSs via mobile devices is preferable to using them via PCs; this is because MSNS apps are better at identifying and exposing the temporality–spatiality aspect (Wang & Stefanone, 2013), which leads to a greater willingness to continue using MSNS apps. In addition, the increasing number of mobile device users is more likely to lead users to perceive that a MSNS app has reached critical mass, thereby leading to a higher continued use intentions. This mirrors findings in PC-based SNS contexts, where critical mass had a significant positive impact on continued use of SNSs (Ku et al., 2013). Similarly, Lin and Lu (2015) argued that when users perceived that a sufficient number of their friends were using a mobile-based SNS, they also tended to use it.

5. Conclusions and implications

5.1. Theoretical implications

Our work contributes to existing literature in several ways. First, this study enriches the U&G paradigm by investigating the motivations of users' intentions to continue using SNSs in mobile environments. SNSs have achieved enormous popularity and mobile device adoption continues to grow rapidly. For MSNS apps to sustain this level of success, continued use is vital. However, to date, knowledge about the determinants of users' intentions to continue using MSNS apps has been limited. The U&G paradigm provides a useful theoretical framework to explore this knowledge gap. According to the U&G paradigm, users actively select and utilize a particular media because it fulfills their particular needs (Katz et al., 1999). Dholakia et al. (2004) pioneered the application of the U&G paradigm and identified five values to explain why individuals participated in online virtual communities. Furthermore, many other studies have applied the U&G paradigm to explore the motivations that lead individuals to use or continue using PC-based SNSs (Cheung & Lee, 2009; Cheung et al., 2011; Chiu & Huang, 2015; Ku et al., 2013). However, the widespread adoption of mobile devices with the capacity to provide services anywhere and at anytime means that the usage context of SNSs has changed somewhat; therefore, it is necessary to further investigate the motivations of using MSNS apps. Previous studies have investigated the motivations to use SNS on mobile devices (Lin & Lu, 2015); however, SNSs require users' continued loyalty and use to survive and succeed. Han et al. (2015) who used the U&G paradigm to understand why users continue to use mobile-based SNSs did not adequately consider the role of all of the values in influencing a person's continued use of MSNS apps. The current empirical research fills this gap and helps build on the existing body of knowledge in order to show the motivations behind users' intentions to continue using MSNS apps.

A second main contribution is the clarification of the role of gratification. Among the various gratifications that individuals seek when using MSNS apps, the most prominent ones are not to gain a deeper understanding of themselves and/or others, to establish social relationships with friends, or to obtain recognition. Rather, most users seek enjoyment and pleasure and want to acquire valuable and rich information. Because entertainment value has the most significant effect, MSNS apps should be designed to enable users to attain this value, which should increase the likelihood of these apps' continued use. In addition, this result suggests that because mobile channels are often used in parallel with PC-based channels, MSNS app usage is unlikely to replace PC-based SNS usage entirely; users choose the medium of usage depending on the values they seek.

This study also expands innovation diffusion theory to the context of mobile SNS apps and continued use intentions. This theory helps explain why users are willing to continue to utilize MSNS apps. Previous researchers have used innovation diffusion theory to identify innovation attributes that impact the adoption of mobile phones (Kim & Ammeter, 2014) and acceptance of mobile-based SNSs (Lin & Lu, 2015). However, these attributes do not necessarily explain all of the influences affecting users' continued use of MSNS apps. The current study fills this gap by identifying compatibility as a driver of continued use intention within the mobile SNS application context. This result shows that when users perceive a high degree of familiarity between an MSNS app and its PC-based SNS or mobile phone equivalent, in terms of use experience, they are more likely to continue using MSNS apps.

Furthermore, we replaced the relative advantage attribute with mobility and included the concept of critical mass from innovation diffusion theory. Previous research has validated the importance of both mobility and critical mass in terms of behavioral intentions and actual use of mobile-based SNSs (Nikou & Bouwman, 2014). Critical mass is the key driver of intentions to use mobile-based SNSs (Lin & Lu, 2015) and intentions to continue using PC-based SNSs (Ku et al., 2013), respectively. However, these earlier studies neither addressed the issue of continued use nor verified its affects in the mobile device context. Therefore, the current study contributes to existing literature by explaining how mobility and critical mass influence users' intention to continue using MSNS apps. This result shows that the mobility inherent in mobile devices expands spatial and temporal levels of interaction that lead to a greater willingness to continuously use MSNS apps. Moreover, the results are evidence that the number of friends who join an MSNS app has an important role in affecting whether or not a user decides to continue using the app.

Finally, the combination of the U&G paradigm and innovation diffusion theory is a more holistic framework; this because such is able to include both the psychological determinants and the technological properties that drive users' intention to continue using MSNS apps. This is an important advancement because, if used separately, each theory is unable to adequately explain this complex user motivation.

5.2. Practical implications

The results of this study provide several meaningful insights for managers who control the development and implementation of MSNS apps. First, among all the influential factors, critical mass has the strongest impact on users' intention to continue using these apps. When members perceive that network membership is going to continue to grow, they are more confident about their expectations for sustainable future gains. Therefore, we suggest that MSNS app developers should attempt to reach critical mass by checking who is online using MSNS apps and then launching group-based activities.

Second, compatibility has a strong impact on users' intention to continue usage. When familiar situational cues are present, in terms of previous technological use or experience, little effort is required to learn how to use a new technology. Individual technology use behavior is usually the result of habit. Therefore, we suggest that when MSNS app developers design and develop various versions of their apps, they should ensure that the apps are compatible with users' existing habits.

Third, because entertainment value has a great influence on users' intention to continue using MSNS apps, developers should ensure that users enjoy utilizing these apps. Two examples to generate enjoyment value are providing users a wide selection of SNS games within the app and providing various location-based activities that allow users to share their status with friends.

Fourth, the results suggest that mobility is an important driver of users' intentions to continue using MSNS apps. The ubiquitous presence of mobile devices means that MSNS app developers must increase cooperation with telecommunication service providers so as to provide users with fast and timely services that meet individual user needs wherever they may be.

Finally, the results indicate that satisfying users' purposive value is important in raising users' intentions to continue using MSNS apps. To facilitate this, MSNS app developers should enhance their apps' information search functionalities and ensure that relevant and interesting information is easily accessible.

6. Limitations and directions for future research

Although this study offers several important contributions to theory and practice, there are some limitations that present avenues for further research. First, because the population examined in this study was difficult to identify, a convenience sampling method was employed to find volunteer participants who had experience using MSNS apps. However, the use of a convenience sample raises concerns regarding coverage error and sampling error. Therefore, it is necessary to be careful in interpreting the results of this study rather than being excessive in their generalization. In the future, cross-cultural samples can be collected to verify the results of the current study in order to enhance the generalizability of the current findings. Second, the participants in this research were predominantly Facebook users. Although Facebook is the most popular SNS with the largest user-base and is predominantly accessed via mobile devices (Dreamgrow, 2017), the characteristics of the sample must still be taken into account when attempting to generalize the findings to other SNS apps. Third, the participants in this research were mostly students. Future studies can further verify the findings using different samples, such as middle-aged or elderly people. Fourth, the current study utilized a cross-sectional sample; therefore, future studies can adopt a longitudinal design in order to verify the causal dynamics of the proposed research model. Fifth, assessments of users' intentions to continue using MSNS apps were self-reported; future studies can adopt other objective methods to assess actual continued use behavior. Finally, this research provides a richer understanding of the factors that drive users' intentions to continue using MSNS apps. However, there is a dearth of information about the factors that might hinder the intention to continue using MSNS apps. This topic needs to be pursued in future research.

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Source: https://www.tandfonline.com/doi/full/10.1080/02642069.2018.1454435

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