The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps

The purpose of this research is to understand the main factors that determine users’ continuance intention to use social mobile Apps, considering two utilitarian (i.e., perceived usefulness, perceived ease of use) variables and a hedonic (i.e., perceived enjoyment) variable. As social mobile Apps may be utilitarian or hedonic, we aim to evaluate possible differences in the significance of the aforementioned antecedent factors in utilitarian Apps (i.e., TripAdvisor) and hedonic Apps (i.e., Instagram). The data were collected from an international sample of users; the Partial Least Squares method was applied to analyze the research model, using SMARTPLS 3.0. To analyze the moderating effects, a multi-group PLS analysis was carried out to compare the differences between the path relationships in the two Apps. The results show that continuance intention to use is explained by perceived usefulness, perceived ease of use, perceived enjoyment, satisfaction and user experience (control variable), and the impact of utilitarian variables is generally greater for utilitarian Apps, whereas the impact of perceived enjoyment is higher for hedonic Apps. This study contributes to the general body of knowledge about mobile Apps by providing a comprehensive theoretical foundation and practical implications that illuminate the continuance use of social mobile Apps.     

Understanding the Determinants of User Acceptance of Enterprise Instant Messaging: An Empirical Study

As modern organizations increasingly depend on information systems (IS) to enhance work productivity and seek new business opportunities, communication effectiveness has become one of the key factors that underlie the effective performance of IS implementations and applications. Instant Messaging (IM) presents a revolution in enterprise communication. As more organizations are findings ways to utilize this near-synchronous computing communication technology to enhance communication effectiveness in the workplace, there is a compelling need to understand the factors that are important for the adoption of enterprise IM. We have developed an integrative model based on constructs of the existing IT adoption models as well as theories on motivation, innovation diffusion, and critical mass. Using responses from 140 intended subjects, we have found the results of survey data support the contentions that perceived usefulness, compatibility, enjoyment, and security are significant predictors of intention to use enterprise IM. Although perceived connectivity did not predict the intention directly, it did indirectly through perceived usefulness and perceived ease of use. Implications and future research are discussed.     

What drives content creation behavior on SNSs? A commitment perspective

We investigate the mind-sets driving users' content creation behavior on social network sites (SNSs) and antecedents of these mind-sets. The results of our survey of 1242 Renren users in China indicated that affective and continuance commitments are the main drivers of users' content creation behaviors on SNSs, while normative commitment has little influence on content creation behaviors. Further, informational support and emotional support from the social support perspective, reputational capital and relational capital from the sunk cost theory, subjective norm and perceived critical mass from the social influence perspective perform well as antecedents of affective, continuance, and normative commitment, respectively.     

Predicting customers’ intentions to check in on Facebook while patronizing hospitality firms

Within the last decade, the introduction of Web 2.0 has created many opportunities for hospitality organizations. Facebook has become one of the most influential and powerful social media platforms. However, limited efforts have been made to explore customers’ intentions to check in on Facebook while visiting hospitality companies. Based on motivation theory, this study developed a research model containing two main categories of variables: (1) extrinsic factors (i.e. social influence, external rewards, and Cyber community utility) and (2) intrinsic factors (i.e. presenting oneself, perceived enjoyment, and altruism), and suggested that these potential variables can directly influence customers’ behavioral intention to check in. Data collected from 490 respondents in Taiwan were tested against the research model using the structural equation modeling approach. The results indicated that all the proposed variables (i.e. social influence, external rewards, Cyber community utility, presenting oneself, perceived enjoyment, and altruism) were the critical components significantly influencing online customers’ intention to check in on Facebook; the proposed model accounted for 70.7 % of the variance. The findings of this study will not only help hospitality and tourism practitioners in understanding the perceptions of potential customers, but also provide insights into research on technology’s influence on hospitality.     

Investigating Antecedents of Behavioral Intentions in Mobile Commerce

ABSTRACT

Despite the importance of mobile commerce (m-commerce) as an emerging channel of communication, marketing, and sales in business, few studies address how consumers decide to use m-commerce. In this study, we develop a conceptual framework for investigating the role of the perceived ease of use, perceived usefulness, and perceived enjoyment in determining consumers' intention to use m-commerce. We also investigate the importance of social influence in determining intention to use m-commerce. We draw on the Technology Acceptance Model (TAM) to develop our theoretical model. The empirical examination of our research model indicates that extrinsic and intrinsic motivations positively impact intention to use m-commerce. The current research model and its results could provide a rigorous basis for understanding consumers' behavior in wireless contexts.     

Power-Dependence and Reseller Influence on SMEs' Continued Use of Online Direct Sales Channels: An Empirical Study

A dual-channel model with a physical sales channel and an online direct sales channel (ODSC) frequently causes channel conflicts. Small- and medium-sized enterprises (SMEs) using such a model may be forced to suspend ODSC to ease conflicts and maintain traditional resellers. From a channel conflict perspective, this study investigates a few critical factors underlying SMEs' intention to continue with an existing ODSC. We develop a research model by integrating power-dependence theory and the technology acceptance model. Then we construct and administer a survey to a sample of US SMEs currently using the dual-channel model. Partial least squares regression is employed to analyze the data and evaluate the impact of four key factors on SMEs' continuance of ODSCs: perceived business value of ODSCs, perceived ease of continuance with ODSCs, reseller dependence, and reseller forceful actions. Findings of the study contribute to the understanding of supplier-reseller relationships and continued use of information technologies among SMEs.     

Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites

Drawing upon technology acceptance model (TAM), this study investigates the antecedents and consequences of consumers' attitude toward social commerce sites. In addition to the antecedents of perceived usefulness and perceived ease of use from TAM, the study includes such factors as perceived trust, perceived shopping enjoyment, perceived shopping risk, and perceived social presence. The study results suggest that consumers' attitudes toward social commerce sites are significantly impacted by perceived usefulness, perceived ease of use, perceived shopping enjoyment, and perceived shopping risk. The study also finds that consumers' attitudes toward social commerce sites significantly influence the effects of e-word-of-mouth (eWOM) intention, intention to return, and e-purchase intention. This study provides an integrative approach to evaluating antecedents and consequences of consumers' attitude toward social commerce sites. Limitations and future research are discussed.     

Factors Affecting Third-Generation Mobile Services: Applying the Purchase Intention Model

Based on the theoretical framework of the Purchase Intention Model, this study integrated the constructs of perceived over performance, perceived relative advantage, network effects, perceived enjoyment, and individual optimal stimulation level to investigate the factors affecting third-generation (3G) mobile service adoption behavior in Taiwan. Data was collected from 322 potential services users in Taiwan. The empirical results indicated that perceived need and perceived enjoyment were key factors that determined whether or not an individual would adopt 3G service. Furthermore, this study confirmed the importance of perceived over performance and relative advantage on the perceived need for 3G service. Perceived price was also found to be positively correlated with purchasability, but purchasability and network effect did not significantly impact adoption behavior. At the end of this paper, we discuss several implications for 3G service management practices and future research regarding innovative technology acceptance.     

Antecedents,consequences, and reducers of perceived risk in social media: A systematic literature review and directions for further research

The social media has become an integral part of the marketing strategy. Marketing activities are now more inclined to online social networks (OSNs) than ever before in the history of the business. More and more consumers are joining OSNs for the sake of fun, socialization, and online buying. Every user perceives some degree of risk while joining and using OSNs. The current systematic literature review gathers and synthesizes research records of the last 9 years (2010–18) on consumer perceived risks concerning OSNs. We used PRISMA as a protocol to conduct this systematic literature review. The synthesis provides a detailed account of the perceived risk factors, their antecedents and consequences, risk-reducing strategies, and future research potential in the said domain.     

Enjoyment and social influence: predicting mobile payment adoption

Models of technology adoption, notably the Technology Acceptance Model and the Unified Theories of Acceptance and Use of Technology, provide good theoretical foundations for understanding mobile payment adoption. This study extends these frameworks by incorporating perceived enjoyment, social influence, knowledge and perceived risk. Replications of established theories are tested in a new context of young people's adoption of mobile payment. Subsequent hypotheses test an extended theoretical framework using an online survey (N?=?316). The extended model improves previous models by explaining 62% of variation in intention to use. Against expectations, perceived ease of use had no significant effect on perceived usefulness and intention to use. The study contributes to advancing understanding of perceived enjoyment which had no direct effect on adoption intention but a significant effect on perceived ease of use and usefulness. Social influence reduces perceived risk, and further contribution is made by noting that perceived enjoyment lowers perceived risk.     

How to achieve consumer continuance intention toward branded apps—from the consumer–brand engagement perspective

Branded mobile applications (apps) serve as useful marketing tools to assist existing and potential customers and greatly motivate consumers to engage with brands. This paper aims to investigate how branded apps achieve consumer continuance intention from the perspective of consumer–brand engagement (CBE). Data are collected from 509 users of Chinese branded mobile applications and analyzed using a structural equation model. Results showed three dimensions of CBE that have unique interrelationships that promote continuance intention. Perceived informational usefulness serve as a utilitarian motivation, while perceived entertainment and social presence as hedonic motivations, all contributing to CBE in different ways.     

Is Background Music Effective On Retail Websites?

Web designers often advise online retailers against incorporating background music on websites. However, the effect of music in brick-and-mortar retail settings has generally been found to be favorable. The research on the effects of music has been mixed. Our study aims to examine whether congruent music on the website homepage influences online consumers. Using the responses of 290 visitors to two different commercial websites, we test the influence of background music on consumers’ arousal and pleasure perceptions. The results indicate congruent background music on a website's homepage will generate positive affective responses of arousal and pleasure within users, and will enhance users’ perceived usefulness and perceived enjoyment as well. The findings reveal the effects of respondent’ affective responses to the music differed by gender. Website music produces significant affective and cognitive responses in high web skill/low web challenge users and explains more of website enjoyment.     

The impact of creative media advertising on consumer responses: two field experiments

Abstract

Creative media (CM) advertising is an advertising strategy wherein a non-traditional medium is creatively used for advertising purposes. This novel advertising strategy is gaining marketers’ interest; however, little is known about its persuasive effects on consumers’ cognitive, affective and behavioural responses and the processes that underlie them. Therefore, to convey a genuine experience to consumers, two field experiments with a one-factor (advertising type: creative vs. traditional) between-subjects design were conducted within a supermarket context. Results showed that creative (vs. traditional) media ads not only improve consumers’ affective and behavioural responses but also consumers’ cognitive responses. Even though no mediations were found through perceived surprise or perceived persuasive intent, results do provide evidence for the notion that perceived humor and perceived value are the underlying mechanisms through which affective and behavioural responses to creative media advertising can be explained.     

Examining the healthy food consumption in full-service restaurants: quality or non-quality cues?

The purpose of this research was to examine drivers of perceived value and healthy food consumption within the context of full-service dining restaurant patronage. Specifically, this study examines the influence of quality and non-quality cues on perceived value and the impact of perceived value on postconsumption experience. The model was tested using data collected from a sample of full-service restaurant patrons residing in the United States. Results of a structural equation analysis revealed that restaurant quality cues induce patrons’ perceived value in healthy food consumption. Regarding non-restaurant quality cues, patrons’ health concerns have an impact on perceived value; however the impact of peer pressure and mass media on perceived value did not show significant impact. Data analysis also showed that both perceived value and satisfaction are significant predictors of behavioral intensions. Interpretations of these findings are limited to the full-service restaurant segment and may not be generalized across sectors. The academic and managerial implications of these findings are considered.     

From Online Motivations to Ad Clicks and to Behavioral Intentions: An Empirical Study of Consumer Response to Social Media Advertising

Marketers increasingly use social media advertising to promote their products and services. In particular, display ads have a prominent presence accompanying various social media feeds. This study aims to develop an understanding of how consumer online motivations (connection vs. consumption) lead to ad clicks on social media, which in turn affect behavioral intentions. A research model is developed to delineate two processes: First, the effects of motivations on ad clicks via perceived entertainment and informativeness values of ads, in which the mediating role of perceived congruity between ad and media content is proposed, too; second, the effect of ad clicks on behavioral intentions to purchase and spread positive word of mouth. The model was tested and confirmed with the online survey data of 613 social media users. Practical and theoretical implications are discussed.     

Flag backlash: Why does the presence of the American flag reduce product evaluation?

The American flag is often incorporated into product branding. However, little research has investigated how the use of American flag imagery as a marketing tool for products influences consumer behavior. The present research examines (1) whether the presence of the American flag on a product affects consumers’ evaluation of products and (2) the social cognitive mechanisms underlying the effect of the flag on product‐related judgments. This research provides evidence that the presence of the American flag on a product induces negative product evaluation (Study 1). This negative effect is found to be moderated by participants’ trait level of psychological reactance (Study 2) and mediated by participants’ outrage (Study 3a) and perceived persuasion (Study 3b). When the American flag's link with the product is broken, its negative impact on product evaluation disappears (Study 4).     

Social media adoption behaviour: Consumer innovativeness and participation intention

With the emergence of social media, the trends of selfies have become common across various social networking platforms as a distinctive way of self-presentation. It has aroused the interest of various scholars to comprehend the consumer adoption behaviour for social media. Thus, built on the innovation diffusion theory (IDT) and theory of planned behaviour (TPB) perspective, this paper developed a model to empirically test whether and how critical factors of consumer selfie-posting behavioural intention on social media affect behavioural intention and word-of-mouth to consequently enhancing their adoption behaviour towards social media to post selfies. The data were gathered from 353 young consumers who post their selfies clicked via smartphone on their social media accounts. The results revealed that consumer innovativeness and participation intention directly and indirectly affect consumer adoption behaviour for social media to post their selfies. Additionally, the study identified that among all critical factors, participation intention and perceived behaviour control have strongest influence on behavioural intention to post selfies followed by consumer innovativeness, attitude towards selfie-posting and subjective norms. The study contributes to the extension of TPB by adding participation intention and positive WOM, adoption of social media. This research validated the significant roles of consumer innovativeness, participation intention, positive WOM and intention to post selfies in predicting the adoption behaviour. Practitioners and marketers of social media sites can improve the usability and effectiveness of positive WOM and intention to post selfies to attract more young consumers.     

When the American dream fails: The effect of perceived economic inequality on present-oriented behavior

Economic inequality is worsening worldwide and is associated with various social problems. Although research on inequality has been conducted in various academic fields, research on how perceived inequality affects individual decision making is relatively limited in the marketing field. Recognizing this gap, this study examines how perceived economic inequality can affect individual behavior and decision making from the perspective of time frame. The results of four studies reveal that perceived economic inequality can induce present-oriented behavior and suggest that perceived economic mobility accounts for this relationship. This study demonstrates that present-oriented and shortsighted behaviors, which are usually considered characteristics of the poor, can occur due to the perceptions of the environment beyond class. It implies that the macro level of economic inequality can influence an individual's decision making at the micro level.     

Exploring the determinants of usage continuance willingness for location-based apps: A case study of bicycle-based exercise apps

This paper investigates how mobile app design and social media can be used to influence the intention for continued use of location-based mobile apps. Uses and gratification theory and information systems success model are used to explore the key factors of continued usage intention. Three hundred and fifty-six valid questionnaires were collected to test the research model. The results showed that perceived usefulness, enjoyment, sense of belonging would significantly influence the usage habit and satisfaction of bicycle-based exercise app. In particular, the habit and satisfaction had strong impact on the intention for continued use. This study extended the findings of exercises with mobile apps and provided implications for the developers and operators of fitness and leisure-oriented apps.     

E-Mail and V-Mail Usage: Generalizing Across Technologies

Many researchers and practitioners describe electronic mail (e-mail) and voice mail (v-mail) together and assume that their usage and impacts are similar. However, empirical evidence on the issue is mixed. For example, whereas some research found similar relations to hold across both e-mail and v-mail, other research presents evidence suggesting that e-mail and v-mail are used differently and their impacts are distinct.

This research investigates whether theories derived and tested with respect to e-mail are generalizable to v-mail. Specifically, the research examines whether the antecedents of e-mail use are different than the antecedents of v-mail use. To do so, the research tests a theoretical model for both e-mail and v-mail usage in the same organization. This model expands the technology acceptance model (TAM) to incorporate antecedents of perceived usefulness (PU) and perceived ease of use (PEU). These antecedents, which are based on theories of communications media choice and use, include social influence about usage of the medium, social presence of the medium, physical and informational accessibility of the medium, media style, and availability of training and support on use of the medium.

Results indicate important differences between antecedents of e-mail and v-mail usage, in both the determinants of system use and in the determinants of PU and PEU. Specifically, the relations between use and beliefs appear to be more complex than originally proposed in TAM. The effect of social influence on use and its relation to beliefs differ across the two media, suggesting that strong social norms may have a moderating effect on the relation between beliefs and use.