The Effects of User and Social Characteristics on Continuous Use Intention among Corporate Mobile SNS Users- With a Focus on Extended Technological Acceptance Model

Abstract

The purpose of this study was to investigate the effects of user and social characteristics on continuous use intention among corporate mobile SNS users. Based on the extended technology acceptance model, this study examined user characteristics (personal innovativeness, personal familiarity) and social characteristics (social effects, social interaction) as independent variables of continuous use intention and perceived easiness and perceived usefulness as mediating variables. The data of this study were collected from 332 corporate mobile SNS users with structured questionnaires and analyzed using the SEM technique. This study found that four user and social characteristics variables have positive effects on the two mediating variables and that the two mediating variables positively impacted continuous use intention. Theoretical implications of the findings were discussed and the policy proposals were suggested. Social characteristics, Continuous use intention