Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Antecedents of SMMA continuance intention in two culturally diverse countries
T2 - An empirical examination
AU - Ahmad, Wasim
PY - 2018/1/31
Y1 - 2018/1/31
N2 - 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.
AB - 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.
U2 - 10.1080/1097198x.2018.1423840
DO - 10.1080/1097198x.2018.1423840
M3 - Journal article
VL - 21
SP - 45
EP - 68
JO - Journal of Global Information Technology Management
JF - Journal of Global Information Technology Management
SN - 1097-198X
IS - 1
ER -