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Exploring Users’ Continuance Intention Towards Mobile SNS: A Mobile Value Perspective

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Emerging Technologies for Developing Countries (AFRICATEK 2018)

Abstract

The functionalities of most Social Networking Sites allow users to enjoy practical benefits like maintaining important social and business relationships, communicating with others, and getting feedback on important shared information. However, the place of SNSs as a source of entertainment and enjoyment is also well-documented. The purpose of the paper is to identify the factors that predict continuance use of social networking sites from the perspective of mobile value. Data was collected from 452 students in three leading universities in Ghana and analyzed with Partial Least Square-Structural Equation Modeling. Results from the study revealed that both hedonic value and utilitarian value were significant predictors of continuance intention. Satisfaction was also found to be a significant predictor of continuance intention. In all, the model accounted for 55.6% of the variance in continuance intention. The study also provides important contributions to the literature, by demonstrating the significance of both utilitarian and hedonic value in leading to satisfaction with the usage of mobile SNS services. The implications and limitations of the current study are discussed and directions for future research proposed.

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Author information

Authors and Affiliations

  1. Department of Marketing and Entrepreneurship, University of Ghana Business School, Accra, LG78, Ghana

    Aseda Mensah

  2. Department of Computer Science, Ho Technical University, Ho, Ghana

    Kwame Simpe Ofori

  3. Ghana Technology University College, Accra, Ghana

    George Oppong Appiagye Ampong, John Agyekum Addae & Affoue Nadia Kouakou

  4. Zhongnan University of Economics and Law, Wuhan, Ghana

    John Tumaku

  5. Ho Technical University, Ho, Ghana

    John Tumaku

Authors
  1. Aseda Mensah
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  2. Kwame Simpe Ofori
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  3. George Oppong Appiagye Ampong
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  4. John Agyekum Addae
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  5. Affoue Nadia Kouakou
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  6. John Tumaku
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Corresponding author

Correspondence to Kwame Simpe Ofori .

Editor information

Editors and Affiliations

  1. ECE Paris, VEDECOM, Paris, France

    Rafik Zitouni

  2. ECE Paris, Paris, France

    Max Agueh

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© 2019 ICST Institute for Computer Sciences, Social Informatics and Telecommunications Engineering

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Mensah, A., Ofori, K.S., Ampong, G.O.A., Addae, J.A., Kouakou, A.N., Tumaku, J. (2019). Exploring Users’ Continuance Intention Towards Mobile SNS: A Mobile Value Perspective. In: Zitouni, R., Agueh, M. (eds) Emerging Technologies for Developing Countries. AFRICATEK 2018. Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering, vol 260. Springer, Cham. https://doi.org/10.1007/978-3-030-05198-3_6

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  • DOI: https://doi.org/10.1007/978-3-030-05198-3_6

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-05197-6

  • Online ISBN: 978-3-030-05198-3

  • eBook Packages: Computer ScienceComputer Science (R0)

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