DISCONTINUOUS ADOPTION OF SOCIAL MEDIA PLATFORM

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2018-06-01 DOI:10.7903/IJECS.1556

Chih-Chin Liang

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引用次数: 4

Abstract

Microsoft ended its involvement in social media from the beginning of 2013, owing to a gradual global decrease in user numbers of MSN Messenger. The facts demonstrate that Microsoft used to own the most popular social media application for students to communicate with each other, but its major competitor, Facebook, gradually supplanted it to become the most popular social media platform in Taiwan. The decrease in the number of students of Microsoft’s social media platform reflected changes in discontinuous social media adoption. Students are involved in using social media, which means that they fall into flow (concentration) status. If students enjoy using a particular social media, they will fall into flow experience, which may influence student attitude toward and use of social media. This study examines flow experience and the discontinuous in student adoptions on social media based on a survey of 400 students and their experiences of changes to their favorite social media in Taiwan. The analytical results demonstrate that flow experience significantly influences perceived ease of use, together with attitude toward and intention to use social media. The managerial implications are also illustrated. To cite this document: Chih-Chin Liang, " DISCONTINUOUS ADOPTION OF SOCIAL MEDIA PLATFORM ", International Journal of Electronic Commerce Studies, Vol.9, No.1, pp.71-92, 2018. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1556

查看原文本刊更多论文

不连续采用社交媒体平台

由于MSN Messenger的用户数量在全球范围内逐渐减少，微软从2013年初开始停止涉足社交媒体。事实证明，微软过去拥有最受欢迎的社交媒体应用程序，供学生相互交流，但其主要竞争对手Facebook逐渐取代它，成为台湾最受欢迎社交媒体平台。微软社交媒体平台学生人数的减少反映了不连续社交媒体采用的变化。学生参与使用社交媒体，这意味着他们进入了流（集中）状态。如果学生喜欢使用特定的社交媒体，他们就会陷入流式体验，这可能会影响学生对社交媒体的态度和使用。本研究以台湾400名学生为调查对象，调查他们在社交媒体上的流动体验和不连续性，以及他们对自己喜欢的社交媒体的改变体验。分析结果表明，流量体验显著影响感知的易用性，以及对使用社交媒体的态度和意图。还说明了管理方面的影响。引用本文件：Chih Chin Liang，“社交媒体平台的不连续采用”，《国际电子商务研究杂志》，2018年第9卷第1期，第7-192页。本文件的永久链接：http://dx.doi.org/10.7903/ijecs.1556

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.