Factors affecting user’s adoption of mobile social applications

• Main Authors: Chiao-yi Tien, 田巧宜
• Other Authors: Ting-Peng Liang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/02668421192516816837

碩士 === 國立中山大學 === 資訊管理學系研究所 === 101 === As smartphones become more and more popular, users’ behaviors on mobile devices have changed. People used to spend most of their time watching TV and using computers, but now they are willing to increase their usage - especially for social behaviors - on mobile devices that are portable and ubiquitous. Previous studies had investigated usage behaviors of social networks in various ways; but few of them emphasized the activities on smartphones and social applications. In this study, we developed a multiple theoretical research framework based on the task-technology fit model, network externalities, and cognitive absorption to explain user’s actual utilization of social Apps. Three different task contexts - socializing, information and entertainment were examined in this research. Our research findings indicate that across all task situations: (1) a better fit of task and technology characteristics resulted in more frequent actual usage; (2) network externalities had a positive effect on actual utilization; (3) cognitive absorption positively affected actual utilization; and (4) actual utilization had a significant impact on individual performance. In addition, the moderating effect of task situations existed; that is, different effects on actual usage and individual performance were found among three task situations- socializing, information, and entertainment.