Welcome to the InfoSci Platform
Post-Adoption of Social Networking Services

Post-Adoption of Social Networking Services

Danny Pannicke, Rudiger Zarnekow
Copyright: © 2013 |Volume: 3 |Issue: 4 |Pages: 19
ISSN: 2155-6334|EISSN: 2155-6342|EISBN13: 9781466635388|DOI: 10.4018/ijsodit.2013100105
Cite Article Cite Article

MLA

Pannicke, Danny, and Rudiger Zarnekow. "Post-Adoption of Social Networking Services." IJSODIT vol.3, no.4 2013: pp.77-95. http://doi.org/10.4018/ijsodit.2013100105

APA

Pannicke, D. & Zarnekow, R. (2013). Post-Adoption of Social Networking Services. International Journal of Social and Organizational Dynamics in IT (IJSODIT), 3(4), 77-95. http://doi.org/10.4018/ijsodit.2013100105

Chicago

Pannicke, Danny, and Rudiger Zarnekow. "Post-Adoption of Social Networking Services," International Journal of Social and Organizational Dynamics in IT (IJSODIT) 3, no.4: 77-95. http://doi.org/10.4018/ijsodit.2013100105

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

Social networking services are among the most applied internet services. Studies concerning post-adoption behavior have focused usage motivations, such as usefulness and enjoyment. Nevertheless, the understanding of consumer behavior in the context of these services is still very limited. Especially, there is no model that integrates the highly relevant switching costs to explain the complex interdependencies within the usage phase. Another specific problem of social networking services relates to the acceptance of revenue models. This study contributes to closing this research gap by proposing a model of post-adoption behavior which covers these aspects. The model assumes two important mechanisms: a loyalty-centered dedication-based mechanism, and a constraint-based mechanism, which refers to the switching costs involved. The focus of the model is widened beyond usage intention to other dependent variables which are crucial from a business perspective, such as usage concentration, willingness to pay and acceptance of advertisements. The empirical test of the proposed model was conducted using a sample (N=208) from users of social networking services. The results of structural equation modeling analysis indicate that the model is able to explain substantially the variance of some of the dependent variables, such as usage intention and usage concentration. Concerning the revenue model acceptance, three positions of users to the financing of service providers are deduced: information seller, privacy concerned user and free rider. Based on the results, theoretical and practical implications are derived.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.