Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

The Role of Perceived Value on the Continuance Intention in Mobile Social Network Service

모바일 SNS 지속 사용의도에 있어 지각된 가치의 역할

  • Received : 2014.08.09
  • Accepted : 2014.10.20
  • Published : 2014.10.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study investigates the antecedents of continuance intention of mobile SNS. In addition, it also explores the mediating role of perceived value in the relationship between the antecedent and continuance intention. This study posits that a social influence, perceived usefulness, privacy concern, and a perceived effort of use are major factors to influence continuance intention of SNS. By using a PLS analysis, this finding suggests that consumers' perception of the value of SNS which is previously overlooked, is a primary determinant of continuance intention, and the other exploratory factors are mediated through perceived value in cognitive aspect. This research aims to examine consumer's SNS continuance intention in terms of consumer's perspective, not just from the technology user perspective. Therefore, this research provides a useful guideline for marketing managers on how to manage Mobile SNS properly.

본 연구는 모바일 SNS 지속사용의도에 영향을 미치는 요인에 대해 살펴보았다. 또한 소비자의 지각된 가치가 지속사용의도에 미치는 매개역할을 검증함으로써 지각된 가치의 역할에 대해 알아보았다. 모바일 SNS 지속사용의도에 주요 영향을 미치는 요인으로 사회적 영향, 지각된 유용성, 지각된 개인사생활 우려, 지각된 사용노력을 제시하고 이러한 요인들이 지각된 가치에 영향을 미치고 궁극적으로 지속적인 SNS 사용의도에 영향을 미침을 검증하였다. PLS분석 결과 지각된 혜택으로 여겨지는 모바일 SNS의 지각된 유용성과 사회적 영향, 그리고 지각된 개인사생활 우려, 이용에 대한 노력 및 수고를 의미하는 지각된 비용의 네 가지 선행 변수들이 지각된 가치를 통해 SNS지속사용 의도에 유의적인 영향을 미치는 것으로 나타났다. 따라서 본 연구는 기존 연구들에서 간과되었던 소비자의 지각된 가치를 중심으로 하여 소비자의 인지적 측면에 중점을 두고 소비자 입장에서의 신기술에 대한 지속적 이용의도에 영향을 미치는 변수들을 탐색적으로 제시함으로써 기업의 관리자들에게 유용한 시사점을 제시한다는 측면에서 시사점을 지닌다.

Keywords

References

  1. Anderson, E. W.(1995), "An Economic Approach to Understanding How Customer Satisfaction affects Buyer Perceptions of Value,"in D. Stewart and N. Vilcassim, eds. Proceedings of the VI AMA Winter Educators' Conference. Chicago.
  2. Bagozzi, R. P. and Yi, Y. (1988), "On the evaluation of structural equation models," Journal of the academy of marketing science, 16(1),74-94. https://doi.org/10.1007/BF02723327
  3. Bhattacherjee, A. and Premkumar, G.(2004) "Understanding Changes in Belief and Attitude Toward Information Technology Usage: A Theoretical Model and Longitudinal Test," MIS Quarterly, Vol. 28, No. 2, 2004, pp. 229-254. https://doi.org/10.2307/25148634
  4. Bhattacherjee, A.(2001), "Understanding Information Systems Continuance: An Expectation-Confirmation Model," MIS Quarterly, 25(3), 351-370. https://doi.org/10.2307/3250921
  5. Bimer, M. J.(1990), "Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses," Journal od Marketing 54 (2), 69-82. https://doi.org/10.2307/1251871
  6. Chin, W. W. (1998), "Commentary: Issues and Opinion on Structural Equation Modeling," MIS Quarterly, 22(1), 7-16.
  7. Chin, W. W., Gopal, A. and Salisbury, W. D.(1997), "Advancing the Theory of Adaptive Structuration: The Development of a Scale to Measure Faithfulness of Appropriation," Information Systems Research, 8(4), 342-367. https://doi.org/10.1287/isre.8.4.342
  8. Chitturi, R., Raghunathan, R., and Mahajan,V.,(2008), "Delight by Design: The Role of Hedonic Versus Utilitarian Benefits," Journal of Marketing, 72(3), 48-63. https://doi.org/10.1509/jmkg.72.3.48
  9. Cho, S.W.(2012), "Dilemma of Mobile Instant Message," LG.Business Insight, April, 17-23.
  10. Crespo, A. H., I. R del Bosque, and M. M. G. de los Salmones Sanchez(2009), "The Influence of Perceived Risk on Internet Shopping Behavior: A Multidimensional Perspective," Journal of Risk Research, 12(2), 259-277. https://doi.org/10.1080/13669870802497744
  11. Davis, F. D. (1989), "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly,13(3), 319-340. https://doi.org/10.2307/249008
  12. Davis, F. D., Bagozzi, R. P. and Warashaw,P. R. (1992), "Extrinsic and Intrinsic Motivation to User Computers in the Workplace," Journal of Applied Social Psychology, 22(14), 1111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
  13. Delone, W.H. and McLean, E.R.(1992),"Information systems success: the quest for the dependent variable1," Information Systems Research, 3(1),78-90.
  14. DeLone, W. H. and McLean, E. R. (2003), "The DeLone and McLean Model of Information Systems Success: A Ten-Year Update," Journal of Management Information Systems, 19(4), 9-30. https://doi.org/10.1080/07421222.2003.11045748
  15. Dinev, T. and, P. Hart (2006), "An extended privacy calculus model for e-commerce transactions," Information Systems Research, 17(1),61-80. https://doi.org/10.1287/isre.1060.0080
  16. Dodds, W. B. and K. B. Monroe(1985),"The effect of brand and price information on subjective product evaluations," Advances in Consumer Research, 12 (1),
  17. Eroglu, S. A., K. A. Machleit, and L.M.Davis(2003), "Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses," Psychology and Marketing, 20(2),139-150. https://doi.org/10.1002/mar.10064
  18. Featherman, M. S. and P. A. Pavlou(2003), "Predicting E-Services Adoption: A Perceived Risk Facets Perspective," International Journal of Human-Computer Studies, 59(4), 451-474. https://doi.org/10.1016/S1071-5819(03)00111-3
  19. Fornell, C. Lacker, D. F. (1981), "Evaluating structural equations with unobservable variables and measurement error," Journal of Marketing Research, 18, 39-50. https://doi.org/10.2307/3151312
  20. Gallarzaa, M. G. and Saurab,I.G.(2006),"Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students travel behaviour,"Tourism Management, 27,437-52. https://doi.org/10.1016/j.tourman.2004.12.002
  21. Harrison, D. A., P. P. Mykytyn, and C. K. Riemenschneider(1997), "Executive Decisions about Adoption of Information Technology in Small Business: Theory and Empirical Tests," Information System Research, 8(2), 171-195. https://doi.org/10.1287/isre.8.2.171
  22. Holbrook, M.B.(1999), Introduction to consumer value, in: M.B. Holbrook (Ed.), Consumer Value: A Framework for Analysis and Research, Routledge, New York.
  23. Holbrook, M. B. and E.C. Hirschman(1982)," The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, 9(2),132-140. https://doi.org/10.1086/208906
  24. Johnson, E. and J. L. Payne(1985), "Effort and accuracy in choice," Management Science, 31 (4),
  25. Kim, B. S. (2012), "A Study of Antecedents of Continuance Intention in Mobile Social Network Service: The Role of Trust and Privacy Concerns," Knowledge Management Research, 13(4), 83-100.
  26. Kwon, D. K. (2013),Privacy invasion , Herald Economics.
  27. Kim, HW, Hock Chuan Chan, Sumeet Gupta (2007), "Value-based Adoption of Mobile Internet : An empirical investigation," Decision Support Systems, 43, 111 -126. https://doi.org/10.1016/j.dss.2005.05.009
  28. Kim, S. H., H. J. Park and B. H. Lee (2010), "The Relationships among Social Influence, Use-Diffusion, Continued Usage and Brand Switching Intention of Mobile Services," Asia Marketing Journal, 12(3), 1-24.
  29. Lam, S.Y., Shankar, V., Erramilli, M.K., and Murthy, B.(2004), "Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to=Business Service Context," Journal of the Academy of Marketing Science, 32(3), 293-311. https://doi.org/10.1177/0092070304263330
  30. Lovelock, C.(1991), Services Marketing, Text, Cases and Readings. Englewood Cliffs, NJ: Prentice Hall.
  31. Malhotra, N. K., Kim, S. S. and Agarwal, J.(2004), "Internet Users' Information Privacy Concerns(IUIPC): The Construct, the Scale, and a Causal Model," Information Systems Research, 15(4), 336-355. https://doi.org/10.1287/isre.1040.0032
  32. Polites, G. and Karahanna, E.(2012), "Shackled to the Status Quo: The Inhibiting Effects of Incumbent System Habit, Switching Costs, and Inertia on New System Acceptance," MIS Quarterly, 36(1), 21-
  33. Rice, A. E. Grant, J. Schmitz, and J.Torobin(1990), "Individual and Network Influences on the Adoption and Perceived Outcomes of Electronic Messaging," Social Networks, 12,27-55. https://doi.org/10.1016/0378-8733(90)90021-Z
  34. Roig, J. C. F., J. S. Garcia, and M. A. M. Tena(2009), "Perceived Value and Customer Loyalty in Financial Services," The Service Industries Journal, 29(6), 775-789. https://doi.org/10.1080/02642060902749286
  35. Sautter , P., M. R. Hyman, and V. Lukosius(2004), "E-tail Atmospherics: A Critique of the Literature and Model Extension," Journal of Electronic Commerce Research, 5(1),14-23.
  36. Sheth, J.N., B.I. Newman, B.L. Gross, Consumption Values and Market Choices: Theory and Applications, Southwestern Publishing, Cincinnati, OH, 1991.
  37. Sirdeshmukh, D. , J. Singh, B. Sabol, (2002), " Consumer trust, value, and loyalty in relational exchanges," Journal of Marketing, 66 (1),
  38. Sobel, M. E. (1982), Asymptotic intervals for indirect effects in structural equations models. In S. Leinhart (Ed.), Sociological methodology (pp. 290-312). San Francisco: Jossey-Bass.
  39. Sweeney, J. C. and G. Soutar(2001), "Consumer Perceived Value: The Development of Multiple Item scale," Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
  40. Sweeney, J. C. and Johnson, L.W. (1999), "The Role of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment," Journal of Retailing, 75(1), 77-105. https://doi.org/10.1016/S0022-4359(99)80005-0
  41. Taylor, S. and P. A. Todd(1995), "Assessing IT Usage : The Role of Prior Experience," MIS Quarterly,19(2), 561-570. https://doi.org/10.2307/249633
  42. Turel, Y. K., and Johnson, T. E. (2012), "Teachers' Belief and Use of Interactive Whiteboards for Teaching and Learning," Educational Technology & Society, 15 (1), 381- 394.
  43. Venkatesh, V. and F. D. Davis(1996), "A Model of the Antecedents of Perceived Ease of Use : Development and Test," Decision Sciences, 27(3), 451-481. https://doi.org/10.1111/j.1540-5915.1996.tb01822.x
  44. Venkatesh, V. and S. A. Brown(2001), "A Longitudinal Investigation of Personal Computers in Homes: adoption Determinants and Emerging Challenges," MIS Quarterly, 25(1), 71-102. https://doi.org/10.2307/3250959
  45. Venkatesh, V., M. G. Morris, and F. D. Davis(2003), "User Acceptance of Information Technology: Toward a Unified View," MIS Quarterly, 27(3),425-478. https://doi.org/10.2307/30036540
  46. Venkatesh, V., Thong, J. Y. L. , and Xu, X.(2012), "Consumer Acceptance and Use of Information Technology: Examining the Unified Theory of Acceptance and Use of Technology," MIS Quarterly, 36(1), ,157-178.
  47. Verhagen, T., Feldberg, F., van den Hooff, B. , Meents, S., and Merikivi, J.(2011), "Satisfaction with Virtual Worlds: An Integrated Model of Experiential Value," Information and Management,48, 201-207. https://doi.org/10.1016/j.im.2011.02.004
  48. Woodruff, R. B. (1997), "Customer value: the next source for competitive edge," Journal of the Academy of Marketing Science, 25 (2), 34-40.
  49. Woodworth, R. S.(1938), Experimental Psychology, New York: Holt.
  50. Xu, H. and S. Gupta (2009), "The Effects of Privacy Concerns and Personal Innovativeness on Potential and Experienced Customers' adoption of Location-Based Services," Electronic Markets, 19(2-3), 137-149. https://doi.org/10.1007/s12525-009-0012-4
  51. Zeithaml, V.A.(1988), "Consumer Perceptions of Price, Quality and Value: A Means-end Model and Synthesis of Evidence," Journal of Marketing, 52 (3), 56-80.
  52. Zhao, L. and Y. Lu (2012), "Enhancing Perceived Interactivity Through Network Externalities: An Empirical Study on Micro-Blogging Service Satisfaction and Continuance Intention," Decision Support System, 53, 825-834. https://doi.org/10.1016/j.dss.2012.05.019