Benevolence trust: a key determinant of user continuance use of online social networks

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 期刊論文 > Item 987654321/29213

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题名:	Benevolence trust: a key determinant of user continuance use of online social networks
作者:	Wu, Cou-Chen Huang, Yves Hsu, Chia-Lin
贡献者:	國際企業管理學系
关键词:	Benevolence trust Online social networking (OSN) Unified theory of acceptance and use of technology (UTAUT) Satisfaction Credibility trust Continuance use
日期:	2014-05
上传时间:	2015-01-26 15:46:38 (UTC+8)
摘要:	Online social networking (OSN) has attracted increased attention and growing membership in recent years. In this paper, we propose and test an extended and unified theory of acceptance and use of technology (UTAUT) model, including the additional areas of satisfaction, credibility trust, and benevolence trust, using an empirical survey of 676 OSN users to examine the influence of these factors. The results of regression analysis showed that the four key constructs of UTAUT (social influence, performance expectancy, effort expectancy, and facilitating conditions), as well as satisfaction, credibility trust, and benevolence trust, are all direct determinants of user continuance use of OSN. By comparing the coefficients of regression analysis, the relative importance of each determinant was also demonstrated. Results further indicate that benevolence trust has a much more significant effect on user continuance use of OSN than any other factor. A discussion is offered on the implications of these findings for OSN managers with regard to marketing and operations.
關聯:	INFORMATION SYSTEMS AND E-BUSINESS MANAGEMENT 卷: 12 期: 2 頁碼: 189-211
显示于类别:	[企業管理學系暨國際企業管理研究所] 期刊論文

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