Examination of Mobile Social Networking Service (SNS) Users' Loyalty: A Structural Approach

Examination of Mobile Social Networking Service (SNS) Users' Loyalty: A Structural Approach

Norazah Mohd Suki (Labuan Faculty of International Finance, Universiti Malaysia Sabah, Labuan, Malaysia) and Norbayah Mohd Suki (Faculty of Computing and Informatics, Universiti Malaysia Sabah, Labuan, Malaysia)
DOI: 10.4018/IJSESD.2016070104
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Abstract

Mobile-device-based social networking services (SNS) have become popular technology mediated communication modalities. Users' actively accesses Facebook, MySpace, Twitter and LinkedIn for social communication and entertainment. This study aims to examine the structural relationships of (i) perceived information quality and perceived system quality on perceived user trust and perceived flow, (ii) perceived user trust on perceived flow, and (iii) perceived user trust and perceived flow on mobile SNS users' loyalty simultaneously. Structural equation modeling (SEM) analysis via AMOS 20.0 computer program was used for data analysis as it has the ability to ensure the consistency of the model with the data and to estimate effects among constructs. Empirical results via SEM revealed that perceived information quality and perceived system quality significantly influences perceived users trust and perceived flow. Significant relationship also appears between perceived user trust and perceived flow. Moreover, mobile SNS users' loyalty significantly affected by both perceived user trust and perceived flow. The paper concludes with direction for future research.
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2. Literature Review

2.1. Perceived Information Quality and Perceived User Trust

Continuous exchanges of information, access to and understanding of information are necessary conditions for establishing a learning process. Users care about information quality, content richness and navigation (Ilsever, Cyr, & Parent, 2007). Information quality is found as important trust building mechanism (Fung & Lee, 1999; Keen, Balance, Chan & Schrump, 2000). Reliability, relevance and personalisation of information exchanges encourage the creation of a trust-based relationship (Yvette & Karine, 2001). Therefore, it is hypothesized:

  • H1: Perceived information quality of mobile SNS significantly influences perceived user trust.

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