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 etal., 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 benet 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 inuencing users’ trust and loyalty
This section described the variables that inuence 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.