Browse > Article
http://dx.doi.org/10.5859/KAIS.2014.23.1.73

A Study on Microblog Service Continuous Use Intention: Focusing on Influence  

Kim, Gyung-Jun (연세대학교 정보대학원)
Lee, Ho (연세대학교 정보대학원)
Son, Soo-Min (연세대학교 정보대학원)
Publication Information
The Journal of Information Systems / v.23, no.1, 2014 , pp. 73-91 More about this Journal
Abstract
Microblog is emerging as a new communication service because of its usefulness and real-time accessability. Recently, microblog services, such as twitter and me2day in Korea, are getting a great attention. Continuous use intention is critical to sustain the service. However, most recent studies are based on Technology Acceptance Model(TAM) and Expectation Confirmation Model(ECM). These models are only focused on individual factors and overlook social influence factors. Social influence has been indicated as a critical factor of technology adoption and diffusion in social context(Davis, 1989; Fulk et al., 1987). In this study, we explore factors related to social influence which effect on continuous use intention for 'me2day' that is one of the most famous microblog in Korea. The purpose of this study is to understand continuous use intention and examine the relationship among social influence factors, social presence, and continuous use intention. To understand the phenomenon of continuous use intention in microblog service, this study employed social influence theory and expanded it by adding personal network exposure and group norm as additional social influence factors. The results show that social identity, group norms, and social presence positively influences continuous use intention. Contrary to our expectation, personal network exposure does not influence on continuous use intention. Academically, this research can contribute to microblog research field through elucidating the relationship among social influence factors, social presence, and continuous use intention. Although there is not enough research which is considered social influence factors as major explanation for continuous use intention, this study can give novel point of view to understand continuous use intention of microblog. Practically, service providers could consider ways to encourage users to continually use microblog service by reinforcing social influence factors and social presence.
Keywords
Microblog Service; Continuous Use Intention; Social Influence Theory; Social Identity; Social Presence; Group Norm; Personal Network Exposure;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 문영주, 이종호, "온라인 커뮤니티 몰입에 미치는 영향 연구," 한국경영정보학회 학술대회, 2006, pp.675-680.
2 권순재, "온라인 커뮤니티에서 공부와 게임의 재미와 플로우 관계," 정보시스템연구, 제21권, 제2호, 2012, pp.161-180.   과학기술학회마을   DOI
3 김종기, 김진성, 뢰정첩, "소셜 네트워크 서비스가 사회적 자본에 미치는 영향," 정보시스템연구, 제21권, 제3호, 2012, pp.163-186.   과학기술학회마을   DOI
4 김효정, 유상진, 최은빈, "마이크로블로그와 웹블로그 서비스의 재사용의도에 영향," 정보시스템연구, 제20권, 제4호, 2011, pp.145-162.
5 신호경, 하나연, 이기원, "마이크로블로그 서비스에서 사용자 행동에 미치는 플로우와 정체성의 영향에 대한 연구," 한국정보기술응용학회, 제16권, 제4호, 2009, pp.59-77.   과학기술학회마을
6 황하성, "사회적 현존감(Social Presence) 측정도구 개발에 관한 탐색적 연구: 인스턴트 메신저의 이용 사례를 중심으로," 언론과학연구, 제7권, 제2호, 2007, pp.529-561.
7 심홍진, 황유선, "마이크로블로깅(micro-blogging) 이용 동기에 관한 연구," 한국방송학보, 제24권, 제2호, 2010, pp.192-234.
8 이선로, 정연오, "가중화된 기대충족모형을 이용한 인터넷 쇼핑 사이트의 지속적 사용에 관한 연구," 경영과학, 제25권, 제3호, 2008, pp.135-155.   과학기술학회마을
9 전희성, 최민수, "마이크로블로그 커뮤니케이션의 특성에 대한 연구: '트위터'와 '미투데이'를 중심으로," 한국디자인포럼, 제25권, 2009, pp.165-174.
10 Cheung, C. M. and Lee, M. K., "Understanding the sustainability of a virtual community: model development and empirical test," Journal of Information Science, Vol.35, No.3, 2009, pp.279-298.   DOI   ScienceOn
11 Bagozzi, R. P. and Dholakia, U. M., "Intentional social action in virtual communities," Journal of interactive marketing, Vol.16, No.2, 2002, pp.2-21.
12 Bagozzi, R. P. and Dholakia, U. M., "Open source software user communities: A study of participation in Linux user groups," Management science, Vol.52, No.7, 2006, pp.1099-1115.   DOI
13 Bagozzi, R. P., Gurhan-Canli, Z. and Priester, J. R., "The social psychology of consumer behaviour," Buckingham: Open University Press. Vol.222, 2002.
14 Bhattacherjee, A., "Understanding information systems continuance: an expectationconfirmation model," MIS quarterly, Vol.25, No.3, 2001, pp.351-370.   DOI   ScienceOn
15 Biocca, F., Harms, C. and Burgoon, J. K., "Toward a more robust theory and measure of social presence: Review and suggested criteria," Presence: Teleoperators and virtual environments, Vol.12, No.5, 2003, pp.456-480.   DOI   ScienceOn
16 Cheung, C. M. and Lee, M. K., "A theoretical model of intentional social action in online social networks," Decision support systems, Vol.49, No.1, 2010, pp.24-30.
17 Cyr, D., Hassanein, K., Head, M. and Ivanov, A., "The role of social presence in establishing loyalty in e-Service environments," Interacting with Computers, Vol.19, No.1, 2007, pp.43-56.   DOI   ScienceOn
18 Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology," MIS quarterly, 1989, pp.319-340.
19 Fornell, C. and Bookstein, F. L., "Two structural equation models: LISREL and PLS applied to consumer exit-voice theory," Journal of Marketing research, 1982, pp.440-452.
20 Dholakia, U. M., Bagozzi, R. P. and Pearo, L. K., "A social influence model of consumer participation in network-and smallgroup-based virtual communities," International journal of research in marketing, Vol.21, No.3, 2004, pp.241-263.   DOI   ScienceOn
21 Fornell, C. and Larcker, D. F., "Evaluating structural equation models with unobservable variables and measurement error," Journal of marketing research, 1981, pp.39-50.
22 Fortin, D. R. and Dholakia, R. R., "Interactivity and vividness effects on social presence and involvement with a web-based advertisement," Journal of Business Research, Vol.58, No.3, 2005, pp.387-396.   DOI   ScienceOn
23 Gefen, D., Straub, D. W. and Boudreau, M. C., "Structural equation modeling and regression: Guidelines for research practice," In Communications of the Association for Information Systems, 2000.
24 Grube, J. W., Morgan, M. and McGree, S. T., "Attitudes and normative beliefs as predictors of smoking intentions and behaviors: A test of three models," British Journal of Social Psychology, Vol.25, No.2, 1986, pp.81-93.   DOI
25 Gunther, O., Krasnova, H., Riehle, D. and Schondienst, V., "Modeling Microblogging Adoption in the Enterprise," In AMCIS, 2009, pp. 544.
26 Hassanein, K. and Head, M., "Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping," International Journal of Human-Computer Studies, Vol.65, No.8, 2007, pp.689-708.   DOI   ScienceOn
27 Kelman, H. C., "Compliance, identification, and internalization: Three processes of attitude change," The Journal of conflict resolution, Vol.2, No.1, 1958, pp.51-60.   DOI   ScienceOn
28 Hulland, J., "Use of partial least squares(PLS) in strategic management research: a review of four recent studies" Strategic management journal, Vol.20, No.2, 1999, pp.195-204.   DOI
29 Karahanna, E. and Limayem, M., "E-mail and v-mail usage: Generalizing across technologies," Journal of organizational computing and electronic commerce, Vol.10, No.1, 2000, pp.49-66.   DOI
30 Karahanna, E., Straub, D. W. and Chervany, N. L., "Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs," MIS quarterly, 1999, pp.183-213.
31 Li, D., Chau, P. Y. and Lou, H., "Understanding individual adoption of instant messaging: An empirical investigation," Journal of the Association for Information Systems, Vol.6, No.4, 2005, pp.102-129.
32 McMillan, D. W. and Chavis, D. M., "Sense of community: A definition and theory," Journal of community psychology, Vol.14, No.1, 1986, pp.6-23.   DOI
33 Ellemers, N., Kortekaas, P. and Ouwerkerk, J. W., "Self-categorization, commitment to the group and group self-esteem as related but distinct aspects of social identity," European journal of social psychology, Vol.29, No.23, 1999, pp.371-389.   DOI
34 Liao, C., Palvia, P. and Chen, J. L., "Information technology adoption behavior life cycle: Toward a Technology Continuance Theory(TCT)," International Journal of Information Management, Vol.29, No.4, 2009, pp.309-320.   DOI
35 O'reilly, T., "What is web 2.0," 2005.
36 Lombard, M. and Ditton, T., "At the heart of it all: The concept of presence," Journal of Computer-Mediated Communication, Vol.3, No.2, 1997, pp.0-0.
37 Lou, H., Luo, W. and Strong, D., "Perceived critical mass effect on groupware acceptance," European Journal of Information Systems, Vol.9, No.2, 2000, pp.91-103.   DOI   ScienceOn
38 Oliver, R. L., "A cognitive model of the antecedents and consequences of satisfaction decisions," Journal of marketing research, 1980, pp.460-469.
39 Postmes, T., Spears, R. and Lea, M., "The formation of group norms in computer-mediated communication," Human communication research, Vol.26, No.3, 2000, pp.341-371.   DOI
40 Rettberg, J. W., "Blogging," Polity, 2008.
41 Ridings, C. M. and Gefen, D., "Virtual community attraction: Why people hang out online," Journal of Computer-Mediated Communication, Vol.10, No.1, 2004, pp.00-00.
42 Shen, A. X., Cheung, C. M., Lee, M. K. and Chen, H., "How social influence affects we-intention to use instant messaging: the moderating effect of usage experience," Information Systems Frontiers, Vol.13, No.2, 2011, pp.157-169.   DOI
43 Tajfel, H. E., "Differentiation between social groups: Studies in the social psychology of intergroup relations," Academic Press, 1978.
44 Tajfel, H., "Social psychology of intergroup relations," Annual review of psychology, Vol.33, No.1, 1982, pp.1-39.   DOI   ScienceOn
45 Wellman, B., "Networks in the global village: Life in contemporary communities," 1999.
46 Terry, D. J. and Hogg, M. A., "Group norms and the attitude-behavior relationship: A role for group identification," Personality and Social Psychology Bulletin, Vol.22, No.8, 1996, pp.776-793.   DOI   ScienceOn
47 Valente, T. W., "Network Models of the Diffusion of Innovations(Quantitative Methods in Communication Series)," Hampton Press, NJ, January 10, 1995.
48 Venkatesh, V., Morris, M. G., Davis, G. B. and Davis, F. D., "User acceptance of information technology: Toward a unified view," MIS quarterly, 2003, pp.425-478.
49 White, K. M., Terry, D. J. and Hogg, M. A., "Safer sex behavior: The role of attitudes, norms, and control factors," Journal of applied social psychology, Vol.24, No.24, 1994, pp.2164-2192.   DOI
50 Yoo, Y. and Alavi, M., "Media and group cohesion: Relative influences on social presence, task participation, and group consensus," MIS quarterly, Vol.25, No.3, 2001, pp.371-390.   DOI   ScienceOn
51 Song, J. and Kim, Y. J., "Social influence process in the acceptance of a virtual community service," Information Systems Frontiers, Vol.8, No.3, 2006, pp.241-252.   DOI
52 Flanagin, A. J. and Metzger, M. J., "Internet use in the contemporary media environment," Human communication research, Vol.27, No.1, 2001, pp.153-181.   DOI   ScienceOn
53 Davis, F. D., Bagozzi, R. P. and Warshaw, P. R., "User acceptance of computer technology: a comparison of two theoretical models," Management science, Vol.35, No.8, 1989, pp.982-1003.   DOI   ScienceOn