Influencing factors of mobile instant messaging applications between single- and multi- platform use cases

The purpose of this study is to investigate the factors that influence the usage intention for different instant messaging application platforms. This study targeted the widespread instant messaging software LINE, for which a survey of 485 valid respondents was conducted in Taiwan. Statistical and model structure analyses were applied to validate the hypotheses proposed in this study. We examined the differences between single- and multi-platform use cases in terms of the relationship between consumer value and behavioral intention. The results show that perceived interactivity, perceived playfulness, and perceived usefulness have significant effects on the continued usage and recommendation intentions of users in a single-platform use case. However, perceived interactivity and perceived playfulness did not have significant effects in multi-platform use cases. The findings of this study provide a new perspective for investigating the intention to continue using a multiplatform application. The results will benefit subsequent studies in this area and provide guidance for the development of instant messaging and other social media applications.