Antecedents of SMMA continuance intention in two culturally diverse countries : An empirical examination

Ahmad, Wasim (2018) Antecedents of SMMA continuance intention in two culturally diverse countries : An empirical examination. Journal of Global Information Technology Management, 21 (1). pp. 45-68. ISSN 1097-198X

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Abstract

The use of social media mobile applications (SMMA) in Asian countries has increased remarkably in the last decade, which demands a better understanding of differences in the adoption of SMMA across cultures, beyond the west. Against this backdrop, the present study developed a research model that incorporates Schwartz’s individual-level values, individual contextual factors, perceived risk and perceived value, and applied it to settings China and Pakistan to better understand continuance intention regarding SMMA in Asian countries. This study specifically examines the role of individual-level values and individual contextual factors in explaining users’ risk perception; the effects of risk perception on perceived value; and, finally, the impact of perceived value on continuance intention regarding SMMA. Our research model holds true for both China and Pakistan. The majority of the proposed relationships were supported by our findings, and we also observed some noteworthy differences during model comparison between both samples. The findings offer suggestions to information system (IS) practitioners and social media marketers considering cross-cultural differences through SMMA use. The authors acknowledge limitations and suggest further research directions to IS scholars.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Global Information Technology Management
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1700/1710
Subjects:
?? information systemsinformation systems and management ??
ID Code:
213446
Deposited By:
Deposited On:
25 Jan 2024 13:35
Refereed?:
Yes
Published?:
Published
Last Modified:
16 Jul 2024 00:47