Inquiring the niche determinants of social media websites in dynamically mobile hypercompetitive communication era

• Main Author: Chih-Cheng Huang
• Format: Article
• Language: English
• Published: SAGE Publishing 2016-03-01
• Series: Advances in Mechanical Engineering
• Online Access: https://doi.org/10.1177/1687814016637330

This research cross-employs the information communication distribution transaction and analytic network process models to effectively institute the hierarchical evaluated model and utilizes, in specific, fuzzy theory and the grey relation analysis approaches of multiple criteria decision-making methodology into the weight measurements of expert’s questionnaires from three analytical perspectives (user’s satisfaction, corporate commitment, and social trust) of relationship quality in order to explore the niche determinants of the social media websites in the contemporarily hypercompetitive and dynamic online era. Consequently, as for the measured consequences after a series of complicated and systematical calculations, the most valuable findings in this research are (1) the technological interfaces of social media websites is a positive niche in the dynamically mobile hypercompetitive communication era and (2) the “social media websites” is in a position of becoming one of the social media mainstreams in the online technology field based on the measured weights from the detailed survey data collected from experts in this research.