Smart and social media continuance: the role of social influence

Abstract

In recent times, studies that examine the role of social influences in information system (IS) adoption and diffusion have increased. This trend of IS studies has resulted from the characteristics of the current information systems, which have become more social interaction oriented. The rapid growth of smart media and social networking services indicates the importance of social influence on the diffusion or sustainable growth of emerging information systems. However, current studies that investigate the role of social influence on IS usage have limitations. First, these studies have often adopted the subjective norm in the theory of reasoned action (TRA) and merely added it to primary IS adoption models such as the technology acceptance model (TAM), DeLone & McLean IS success model, and their derivations. However, the subjective norm is limited in that it only explains the effect of one’s perception on the normative justifiability to comply with his/her social group in the IS adoption or continuance context. Although the subjective norm has been widely accepted to reflect social influence in the IS use context, sole use of the subjective norm in the IS continuance model is insufficient to unveil the various aspects of social influence. As such, researchers have borrowed theories related to social influences, such as social exchange theory, social tie theory, network theory, social capital theory, and social value theory, from other academic areas including psychology, marketing, and organizational science and have then applied those theories to the IS domain in order to explain the complicated nature and effect of social influence in the IS use context. However, there remains a lack of studies that investigate the diverse aspects of social influence, particularly for smart and social media where social interactions among the users have a key function in enhancing their value. Moreover, the definition and measurements of the factors that explain social influ...