The effect of flow experience on mobile SNS users' loyalty

The effect of flow experience on mobile SNS users' loyalty Purpose – The purpose of this research is to examine the effect of flow experience on mobile social networking service (SNS) users' loyalty. Design/methodology/approach – Based on 305 valid responses collected from a survey questionnaire, structural equation modeling (SEM) technology was employed to examine the research model. Findings – The results show that both information quality and system quality significantly affect users' trust and flow experiences, which further determine their loyalty. The results indicate that flow experience is the strongest determinant of users' loyalty. Practical implications – Mobile SNS providers need to consider user experience when seeking users' loyalty. They should enhance information quality and system quality in order to improve user trust and flow experience. Originality/value – Although much research has been conducted to explore the effects of extrinsic motivations, such as perceived usefulness, on mobile commerce user behavior, the effect of intrinsic motivations, such as flow experience, is seldom tested. This research found the effect of flow experience on mobile SNS users' loyalty to be significant. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Industrial Management & Data Systems Emerald Publishing

The effect of flow experience on mobile SNS users' loyalty

Industrial Management & Data Systems, Volume 110 (6): 17 – Jun 29, 2010

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-5577
DOI
10.1108/02635571011055126
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this research is to examine the effect of flow experience on mobile social networking service (SNS) users' loyalty. Design/methodology/approach – Based on 305 valid responses collected from a survey questionnaire, structural equation modeling (SEM) technology was employed to examine the research model. Findings – The results show that both information quality and system quality significantly affect users' trust and flow experiences, which further determine their loyalty. The results indicate that flow experience is the strongest determinant of users' loyalty. Practical implications – Mobile SNS providers need to consider user experience when seeking users' loyalty. They should enhance information quality and system quality in order to improve user trust and flow experience. Originality/value – Although much research has been conducted to explore the effects of extrinsic motivations, such as perceived usefulness, on mobile commerce user behavior, the effect of intrinsic motivations, such as flow experience, is seldom tested. This research found the effect of flow experience on mobile SNS users' loyalty to be significant.

Journal

Industrial Management & Data SystemsEmerald Publishing

Published: Jun 29, 2010

Keywords: Mobile communication systems; Customer loyalty; Quality

References

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