Mobile Electronic Commerce

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.