Continuous Use Intention of Corporate Mobile SNS Users and its Determinants: Application of Extended Technology Acceptance Model

Abstract

This study was intended to investigate the continuous use intention of corporate mobile SNS users and its determinants on the basis of extended technology acceptance model. For this purpose, this study examined user and social characteristics as independent variables and perceived ease of use and perceived availability as mediating variables. The sample of this study was composed of 332 cooperate mobile SNS users collected through structured questionnaires and analyzed using SEM technique. This study found that four user and social characteristics of variables impact positively on the two mediating variables and that the two mediating variables have positive effects on continuous use intention. Theoretical and practical implications of these findings were discussed and the policy proposals were suggested.