The effect of network externality on mobile social network site continuance
Program: electronic library and information systems
ISSN: 0033-0337
Article publication date: 6 July 2015
Abstract
Purpose
The purpose of this paper is to examine the effect of network externality on users’ continuance of mobile social network sites (SNS).
Design/methodology/approach
Based on the 230 valid responses collected from a survey, structural equation modeling was employed to examine the research model.
Findings
The results indicated that network externality, which includes referent network size and perceived complementarity, has a significant effect on perceived usefulness and flow. Privacy concern affects perceived usefulness, flow and privacy risk. These three factors determine continued use.
Originality/value
Previous research has focussed on the effects of motivations such as perceived value on user adoption of SNS. The effect of network externality on user continuance has seldom been examined. This research tries to fill the gap.
Keywords
Acknowledgements
This work was supported by a grant from the National Natural Science Foundation of China (71371004), and a grant from the Research Center of Information Technology & Economic and Social Development in Zhejiang Province.
Citation
Zhou, T. (2015), "The effect of network externality on mobile social network site continuance", Program: electronic library and information systems, Vol. 49 No. 3, pp. 289-304. https://doi.org/10.1108/PROG-10-2014-0078
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited