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Mobile Electronic Commerce by June Wei

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89
chapter ve
Mobile social networking service
users’ trust and loyalty
A structural approach
Norazah Mohd Suki and Norbayah Mohd Suki
5.1 Introduction: Background and driving forces
Social networking sites allow the individuals to create a prole and con-
nect it to others’ proles, sharing text, images, and photos for the purpose
of forming a personal network by applications and groups provided on
the Internet (Boyd and Ellison, 2008). Social networking sites can also be
accessed via mobile phones as they are portable and integrate the social
Contents
5.1 Introduction: Background and driving forces .................................... 89
5.2 Factors inuencing users’ trust and loyalty........................................ 90
5.2.1 Perceived information quality and perceived user trust ...... 90
5.2.2 Perceived information quality and perceived ow ............... 91
5.2.3 Perceived system quality and perceived user trust ............... 91
5.2.4 Perceived system quality and perceived ow ........................ 92
5.2.5 Perceived user trust and perceived ow ................................. 92
5.2.6 Perceived user trust and loyalty ............................................... 92
5.2.7 Perceived ow and loyalty ........................................................ 93
5.3 Methodology ........................................................................................... 93
5.4 Data analysis ............................................................................................ 94
5.4.1 Factor analysis ............................................................................. 94
5.4.2 Structural equation modeling ................................................... 96
5.4.2.1 Measurement model ....................................................96
5.4.2.2 Structural model ..........................................................97
5.5 Discussion .............................................................................................. 100
5.6 Conclusion and perspectives .............................................................. 101
5.A Appendix ............................................................................................... 102
References ........................................................................................................ 103
90 Mobile Electronic Commerce
connections brought about by social networking services (SNSs) and the
communication channel. The arrival of social network sites is rapidly
changing human interaction (Counts and Fisher, 2010; Zhong etal., 2011)
that millions of people worldwide are living much of their lives on social
networking sites such as Facebook, MySpace, Twitter, and LinkedIn.
The number of Facebook users continues to increase globally and is
quickly becoming one of the most popular tools for social communication
and entertainment. It had 167,431,700 active users in the United States and
13,577,760 in Malaysia in 2013 (Socialbakers, 2013). More than 30 billion
pieces of content (web links, news stories, blog posts, notes, photo albums,
etc.) are shared each month. There are over 900 million objects that peo-
ple interact with (pages, groups, events, and community pages). Facebook
introduced features such as wall, pokes, status, photos, news feed, tag,
marketplace, instant messaging, and video. This study is helpful to
mobile SNS providers as it discusses the effect of perceived user trust
and perceived ow experience on users’ loyalty toward their platform. If
the mobile SNS provider wishes to retain and increase their customers,
special attention will need to be paid toward the information and system
quality provided. Apart from that, the management teams of SNS such as
Facebook and Twitter will benet from this study as well because they are
capable of altering and providing the perceived enjoyment to their users.
Hence, this study aims to examine the structural relationships of (1) per-
ceived information quality and perceived system quality on perceived
user trust and perceived ow, (2) perceived user trust on perceived ow,
and (3) perceived user trust and perceived ow on mobile SNS users’ loy-
alty simultaneously via structural equation modeling (SEM) approach.
This chapter is organized as follows. The next section review the liter-
ature on perceived ow, perceived system quality, perceived information
quality, and perceived user trust and users’ loyalty with deriving test-
able hypotheses. Section 5.3 describes the research methodology, while
Section 5.4 reports the results of the study. The chapter rounds off with
conclusions and direction for future research.
5.2 Factors inuencing users’ trust and loyalty
This section described the variables that inuence mobile SNS users’ trust
and loyalty, which includes perceived information quality, perceived sys-
tem quality, and perceived ow.
5.2.1 Perceived information quality and perceived user trust
Continuous exchange of information and access to, and understanding of,
information are necessary conditions for establishing a learning process.

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