Continuance usage of corporate SNS pages: A communicative ecology perspective |
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| Affiliation: | 1. Department of Management Science, Korea Advanced Institute of Science and Technology (KAIST), 291 Daehak-ro, Yuseong-gu, Daejeon 305-701, Republic of Korea;2. Interdisciplinary Graduate Program in IT Law, Dankook University, 152 Jukjeon-ro, Suji-gu, Yongin-si, Gyeonggi-do 448-701, Republic of Korea;3. Economic Strategy Research Department, Electronics and Telecommunications Research Institute (ETRI), 218 Gajeong-ro, Yuseong-gu, Daejeon 34129, Republic of Korea;4. Department of Business and Technology Management, Korea Advanced Institute of Science and Technology (KAIST), 291 Daehak-ro, Yuseong-gu, Daejeon 305-701, Republic of Korea |
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| Abstract: | This study develops a research model that explains the continuance of corporate social network service (SNS) pages. In order to find antecedents that influence end users’ continuance intention, this study adopts communicative ecology theory from media and communication studies. Results indicate that the quality of social interaction is the most salient feature, as indicated by the fact that it has the highest impact on perceived usefulness and enjoyment. Moreover, content quality also increases both perceived usefulness and enjoyment, while SNS platform quality and service quality increase perceived usefulness only. In addition, perceived network size moderates the impact of social interaction quality on perceived enjoyment. |
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| Keywords: | Social network service (SNS) Corporate SNS pages Communicative ecology theory Social interaction quality Continuance intention |
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