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http://dx.doi.org/10.15207/JKCS.2020.11.7.145

Understanding factors affecting users' social media continuance  

Lee, Jae-Rock (department of AD & PR, Cheongju University)
Publication Information
Journal of the Korea Convergence Society / v.11, no.7, 2020 , pp. 145-150 More about this Journal
Abstract
It needs to explain the relationship between influencers and consequences to use continuity of social media. To address this question, we have developed an framework and made hypotheses to explicate and analyze influencers(social presence, perceived privacy risk, perceived enjoyment, commitment, and community identification) to the attitude and continuity of social media. To test empirically, data collected from on and line survey and resolved by structural equation model. We found that social presence, perceived enjoyment and commitment influence to the attitude and continuity of social media. Finally, the theoretical and practical implications of theses results are discussed also research limitation and future research directions.
Keywords
Social media; Social presence; Perceived privacy risk; Perceived enjoyment; Commitment; Community identification;
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