Technological Usability in Mobile Networks: Gratifications and Risks Related to Using Whatsapp

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2021-08-14 DOI:10.1080/15332969.2021.1953724

E. J. M. Arruda Filho, Naiara Silva Ferreira

引用次数: 2

Abstract

Abstract This study focuses on the preferences that motivate users to join different social networks analyzing the benefits that enhance the acceptance and usability of alternative social tools. WhatsApp was selected as the object of study which a qualitative research was conducted in two stages: (1) netnographic approach and (2) in-depth interviews. The results describe the usability of mobile virtual networks, concerning technological multifunctionality, which impacts the process of choosing the technology. In addition, perceptions of risk and gratifications are discussed, with risks including procrastination and privacy concerns, and gratifications including entertainment, social interaction, and relationship-building with the WhatsApp usage.

查看原文本刊更多论文

移动网络中的技术可用性:与使用Whatsapp相关的满足和风险

摘要:本研究关注的是促使用户加入不同社交网络的偏好，分析了提高替代社交工具的接受度和可用性的好处。选取WhatsApp作为研究对象，分两个阶段进行定性研究:(1)网络学方法(netnographic approach)和(2)深度访谈。研究结果描述了移动虚拟网络的可用性，涉及技术的多功能性，影响技术选择的过程。此外，还讨论了风险和满足的感知，风险包括拖延和隐私问题，满足包括娱乐、社交互动和与WhatsApp的使用建立关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.