Mobile social commerce: The booster for brand loyalty? |
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Affiliation: | 1. Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, UK;2. Department of Information Systems, College of Information Technology, Universiti Tenaga Nasional (UNITEN), Malaysia;3. School of Business, Economics and Informatics, Birkbeck, University of London, Malet Street, Bloomsbury, London WC1E 7HX, UK;4. FRICS, Curtin University, GPO Box U1987, Perth, Western Australia 6845, Australia |
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Abstract: | In view of the deficiencies in current literature, this study seeks to examine if mobile social commerce continuance usage influences brand loyalty among customers, and assessed the inhibitor role of privacy concern in mobile social commerce usage intention. Privacy concern was measured by using concern for social media information privacy (CFSMIP). Therefore, this study proposes and empirically validated a model that combines CFSMIP, brand loyalty, and Expectation Confirmation Model, in the Asian context. The results suggested that users' CFSMIP does not inhibit them from the continuous usage of mobile social commerce, and influences their perceived usefulness on mobile social commerce positively. Moreover, all the paths in the baseline model of Expectation Confirmation Model have been reconfirmed in this study. Besides, users' continuance usage and satisfaction on mobile social commerce are proven to be boosters for brand loyalty. Relevant managerial implications are then discussed. |
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Keywords: | Expectation confirmation model Privacy concern Brand loyalty Mobile social media Mobile social commerce Malaysia |
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