Browse > Article
http://dx.doi.org/10.7737/KMSR.2012.29.3.135

The Factors Affecting the Intention to Purchase Digital Items and Continuance Intention in Social Networking Communities： Focused on Relationship Maintenance Mechanism and Expectation-Confirmation Model  

Kang, Heetaek (서남대학교 경영학과)
Publication Information
Korean Management Science Review / v.29, no.3, 2012 , pp. 135-156 More about this Journal
Abstract
Due to the rapid growth of social networking community (SNC), research into SNC user's behavior has recently emerged as an important issue in information systems. An individual makes a decision whether or not to continually use his or her own SNC and to purchase digital items to decorate it. Most previous research has focused on a user's continuance intention and has ignored the importance of purchase intention. This study develops and empirically tests an integrated model designed to predict a user's two types of behavioral intention：continuance intention and purchase intention based on the expectation-confirmation model (ECM) and a dual model of relationship maintenance mechanism.The results indicate that perceived usefulness, satisfaction, personalization, and switching cost have important influences on the formation of SNC continuance intention. The results also show that perceived usefulness and satisfaction does not have any significant impacts on purchase intention, while personalization, learning, attractiveness of alternatives, and continuance intention significantly affect it.
Keywords
Social Networking Community; Relationship Maintenance Mechanism; Expectation-Confirmation Model; Switching Cost; Investment; Attractiveness of Alternatives;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
연도 인용수 순위
1 강희택, 김승운, "쾌락적 정보시스템의 지속사용의도에 영향을 미치는 요인에 관한 연구", Information Systems Review, 제8권, 제3호 (2006), pp.153-196.
2 고미현, 권순동, "인터넷 커뮤니티에서 사용자 참여가 밀착도와 지속적 이용의도에 미치는 영향", 경영정보학연구, 제18권, 제2호(2008), pp.41-72.   과학기술학회마을
3 고준, 신선진, 김희웅, "온라인 커뮤니티에서 자기표현욕구의 영향요인과 아이템 구매의도에 미치는 효과", 경영정보학연구, 제18권, 제1호(2008), pp.117-144.   과학기술학회마을
4 김철민, 조광행, "인터넷 쇼핑몰에서의 소비자 충성도(e-충성도) 분석모형", 경영학연구, 제33권, 제2호(2004), pp.573-599.
5 노원희, 오세조, "유통업체의 영향전략이 소매 업체의 기회주의 성향에 미치는 영향：신뢰의 조절효과를 중심으로", 마케팅연구, 제25권, 제2호(2010), pp.41-63.
6 문태성, 민진영, 강영식, 이희석, "이동통신 서비스 지속사용 결정요인에 관한 연구：자의 기반 메커니즘과 구속 기반 메커니즘의 이원적 모형 기반으로", 경영학연구, 제39권, 제4호(2010), pp.1095-1120.
7 방호열, 김성호, "인스턴트 메신저 서비스의 서비스 품질, 전환장벽, 고객만족도가 고객충성도에 미치는 영향에 관한 연구", 마케팅관리연구, 제10권, 제1호(2005), pp.1-27.
8 서호철, 안중호, 양지윤, "헤도닉 정보시스템의 지속적인 사용에 관한 연구：UCC를 중심으로", 경영정보학연구, 제17권, 제3호(2007), pp.25-53.   과학기술학회마을
9 손민희, 한계숙, "혁신 기술수용 이후：차세대 서비스 업그레이드 의향에 대한 서비스 속성 만족의 차원과 고객 충성도의 역할", 경영과학, 제26권, 제3호(2009), pp.79-100.
10 유재현, 박철, "소비자의 하이테크 제품 수용 및 수용 후 행동에 관한 연구：스마트 폰을 중심으로", 경영학연구, 제41권, 제3호(2012), pp.423-456.
11 유철우, 김용진, 문정훈, 최영찬, "무리행동과 지각된 유용성이 이러닝 컨텐츠 구매의도에 미치는 영향：구매경험에 의한 비교분석", 경영정보학연구, 제18권, 제8호(2008), pp.105-130.   과학기술학회마을
12 이웅규, 권정일, "기술수용 모형과 전환비용의 관계 분석", 한국경영과학회지, 제37권, 제1호(2012), pp.89-104.
13 한국인터넷진흥원, 2011년 인터넷 이용실태 조사, 2012.
14 홍문경, 곽기영, "인지된 공정성이 오픈마켓의 만족과 지속적 이용의도에 미치는 영향", 한국경영과학회지, 제35권, 제3호(2010), pp.1-24.   과학기술학회마을
15 Anderson, E.W. and M.W. Sullivan, "The antecedents and consequences of customer satisfaction for firms," Marketing Science, Vol.12, No.2(1993), pp.125-143.   DOI   ScienceOn
16 Bendapudi, N. and L.L. Berry, "Customers' motivations for maintaining relationships with service providers," Journal of Retailing, Vol.73, No.1(1997), pp.15-37.   DOI   ScienceOn
17 Bhattacherjee, A., "Understanding information systems continuance：An expectation confirmation model," MIS Quarterly, Vol.23, No.3(2001), pp.351-370.
18 Bolton, R.N., K.N. Leman, and P.C. Verhoef, "Expanding business-to-business customer relationships：Modeling the customer's upgrade decision," Journal of Marketing, Vol. 72, No.1(2008), pp.46-64.
19 Burnham, T.A., J.K. Frel, and V. Mahajan, "Consumer switching costs：A typology, antecedents, and consequences," Journal of the Academy of Marketing Science, Vol.31, No.2 (2003), pp.109-126.   DOI   ScienceOn
20 Chin, W.W., "The partial least squares approach to structural equation modeling," In Marcoulides, G.A. (Eds.), Modern Methods for Business Research, Lawrence Erlbaum Associates, (1998), pp.295-336.
21 Chiou, J.S. and C. Droge, "Service quality, trust, specificasset investment, and expertise ：Direct and indirect effects in a satisfaction-loyalty framework," Journal of the Academy of Marketing Science, Vol.34, No.4 (2006), pp.613-627.   DOI   ScienceOn
22 Ellen, P.S., W.O. Bearden, and S. Sharma, "Resistance to technological innovation：An examination of the role of self-efficacy and performance satisfaction," Journal of Academy of Marketing Science, Vol.19, No.4 (1991), pp.297-307.   DOI
23 Colgate, M. and B. Lang, "Switching barriers in consumer markets：An investigation of the financial services industry," Journal of Consumer Marketing, Vol.18, No.5(2001), pp.332-347.   DOI   ScienceOn
24 Davis F.D., R.P. Bagozzi, and P.R. Warshaw, "User acceptance of computer technology： A comparison of two theoretical models," Management Science, Vol.35, No.8 (1989), pp.982-1003.   DOI   ScienceOn
25 Devaraj, S., M. Fan, and R. Kolhi, "Antecedents of B2C channel satisfaction and preference： Validating e-commerce metrics," Information Systems Research, Vol.13, No.3 (2002), pp.316-333.   DOI   ScienceOn
26 Farrell, D. and C.E. Rusbult, "Exchange variables as predictors of job satisfaction, job commitment and turnover：The impact of rewards, alternatives and investments," Organizational Behavior and Human Performance, Vol.28, No.1(1981), pp.78-95.   DOI
27 Festinger, L.A., A theory of cognitive dissonance, Evanston：Row and Peterson, 1957.
28 Fornell, C., "A national customer satisfaction barometer：the Swedish experience," Journal of Marketing, Vol.56(1992), pp.6-21.   DOI   ScienceOn
29 Fornell, C. and D.F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error," Journal of Marketing Research, Vol.18, No.1 (1981), pp.39-50.   DOI   ScienceOn
30 Gefen, D., E. Karahanna, and D. Straub, "Trust and TAM in online shopping：An integrated model," MIS Quarterly, Vol.27, No.1(2003), pp.51-90.   DOI
31 Huang, L.Y. and Y.J. Hsieh, "Consumer electronics acceptance based on innovation attributesand switching costs：The case of e-book readers," Electronic Commerce Research and Applications, doi : 10.1016/j.elerap.2011.12.005, 2012.   DOI   ScienceOn
32 Han, H.H., W. Kim, and S.S. Hyun, "Switching intention model development：Role of service performances, customer satisfaction, and switching barriers in the hotel industry," International Journal of Hospitality Management, Vol.30(2011), pp.619-629.   DOI   ScienceOn
33 Heide, J.B. and G. John, "The role of dependence balancing in safeguarding transactionspecific assets in conventional channels," Journal of Marketing, Vol.52(1988), pp.20-35.   DOI   ScienceOn
34 Henseler, J., C.M. Ringle, and R.R. Sinkovics, "The use of partial least squares path modeling in international marketing," New Challenges to International Marketing Advances in International Marketing, Vol.20(2009), pp.277-319.
35 Jones, M.A., D.L. Mothersbaugh, and S.E. Beatty,"Switching barriers and repurchase intentions in services," Journal of Retailing, Vol.76, No.2(2000), pp.259-274.   DOI   ScienceOn
36 Jones, M.A., D.L. Mothersbaugh, and S.E. Beatty, "Why customers stay：Measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes," Journal of Business Research, Vol.55, No.6(2002), pp.441-450.   DOI   ScienceOn
37 Kang, Y.S., S. Hong, and H. Lee, "Exploring continued online service usage behavior： The roles of self-image congruity and regret," Computers in Human Behavior, Vol. 25(2009), pp.111-122.   DOI   ScienceOn
38 Kim, B., "An empirical investigation of mobile data service continuance：Incorporating the theory of planned behavior into the expectation- confirmation model," Expert Systems with Applications, Vol.37(2010), pp. 7033-7039.   DOI   ScienceOn
39 Kim, S.S. and J.Y. Son, "Out of dedication or constraint? A dual model of post-adoption phenomena and its empirical test in the context of online services," MIS Quarterly, Vol.33, No.1(2009), pp.49-70.   DOI
40 Kim, H.W., S. Gupta, and J. Koh, "Investigating the intention to purchase digital items in social networking communities：A customer value perspective," Information and Management, Vol.48(2011), pp.228-234.   DOI   ScienceOn
41 Li, D., G.J. Browne, and J.C. Wetherbe, "Why do internet users stick with a specific web site? A relationship perspective," Journal of Electronic Commerce in Organizations, Vol.10, No.4(2006), pp.105-141.
42 Limayem, M., S.G. Hirt, and C.M.K. Cheung, "How habit limits the predictive power of intention：The case of information systems continuance," MIS Quarterly, Vol.31, No.4 (2007), pp.705-737.   DOI
43 Lin, C.S., S. Wu, and R.J. Tsai, "Integrating perceived playfulness into expectation-confirmation model for web portal context," Information and Management, Vol.42, No.5 (2005), pp.683-693.   DOI   ScienceOn
44 Liu, T.C. and L.W. Wu, "Customer retention and cross-buying in the banking industry： An integration of service attributes, satisfaction and trust," Journal of Financial Services Marketing, Vol.12, No.2(2007), pp.132-145.   DOI   ScienceOn
45 Mantymaki, M. and J. Salo, "Teenagers in social virtual worlds：Continuous use and purchasing behavior in Habbo Hotel," Computers in Human Behavior, doi : 10.1016/j.chb.2011.06.003, 2011.   DOI   ScienceOn
46 Oliver, R.L., "A cognitive model for the antecedents and consequences of satisfaction," Journal of Marketing Research, Vol.17(1980), pp.460-469.   DOI   ScienceOn
47 Park, J., J. Kim, and J. Koh, "Determinants of continuous usage intention in web analytics services," Electronic Commerce Research and Applications, Vol.9(2010), pp.61-72.   DOI   ScienceOn
48 Podsakoff, P.M. and D.W. Organ, "Self-reports in organizational research：Problems and prospects," Journal of Management, Vol.12, No.4(1986), pp.531-544.
49 Patterson, P.G. and T. Smith, "A cross-cultural study of switching barriers and propensity to stay with service providers," Journal of Retailing, Vol.79(2003), pp.107-120.   DOI   ScienceOn
50 Ping, R.A., "The effects of satisfaction and structural constraints of retailer exiting, voice, loyalty, opportunism, and neglect," Journal of Retailing, Vol.69, No.3(1993), pp.320-352.   DOI   ScienceOn
51 Podsakoff, P.M., S.B. Mackenzie, J.Y. Lee, and N.P. Podsakoff, "Common method biases in behavioral research：A critical review of the literature and recommended remedies," Journal of Applied Psychology, Vol.88, No.5 (2003), pp.879-903.   DOI   ScienceOn
52 Rai, A., Lang S.S. and R.B. Welker, "Assessing the validity of IS success models：An empirical test and theoretical analysis," Information Systems Research, Vol.13(2002), pp.50-69.   DOI   ScienceOn
53 Roca, J.C., C.M. Chiu, and F.J. Martinez, "Understanding e-learning continuance intention： An extension of the Technology Acceptance Model," International Journal of Human-Computer Studies, Vol.64(2006), pp. 683-696.   DOI   ScienceOn
54 Shiau, W.L. and P.Y.K. Chau, "Understanding blog continuance：A model comparison approach," Industrial Management and Data Systems, Vol.112, No.4(2012), pp.663-682.   DOI   ScienceOn
55 Smith, J.B. and D.W. Barclay, "The effects of organizational differences and trust on the effectiveness of selling partner relationships," Journal of Marketing, Vol.61(1997), pp.3-21.   DOI   ScienceOn
56 Wikipedia, Technorati, http://en.wikipedia.org/wiki/Technorati, 6, 2012.
57 Thong, J.Y.L., S.J. Hong, and K.Y. Tam, "The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance," International Journal of Human-Computer Studies, Vol.64 (2006), pp.799-810.   DOI   ScienceOn
58 Tiwana, A. and A.A. Bush, "Continuance in expertise-sharing networks：A social perspective," IEEE Transactions on Engineering Management, Vol.52, No.1(2005), pp.81-101.
59 Venkatesh, V. and R. Agarwal, "Turing visitors into customers：a usability-centric perspective on purchase behavior in electronic channels," Management Science, Vol.52, No.3(2006), pp.367-382.   DOI   ScienceOn
60 Zhang, K.Z.K., M.K.O. Lee, C.M.K. Cheung, and H. Chen, "Understanding the role of gender in bloggers' switching behavior," Decision Support Systems, Vol.47(2009), pp.540-546.   DOI   ScienceOn