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A Study on the Millennials Usage Behavior of Social Network Services: Effects of Motivation, Density, and Centrality on Continuous Intention to Use

Author

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  • Gwijeong Park

    (Office of Research and Industry-University Cooperation, Kyungpook National University, Daegu 41566, Korea)

  • Fangxin Chen

    (School of International Studies, Zhejiang University, Hangzhou 310058, China)

  • Le Cheng

    (School of International Studies, Zhejiang University, Hangzhou 310058, China)

Abstract

Whether in terms of social media platforms, mobile pay apps or an increasing acceptance of RFID chips in humans, technology has transformed everyday life for consumers. Social networks have experienced enormous growth as online personal networking media. Social exchange theory (for motivation and social reward) and theories of collective action can be applied in order to understand how an individual’s behavior may exert effects on or receive influences from other users with regard to the continuance usage intention of social apps. First, this study aims to examine behavioral characteristics of the Millennials, and takes flow and social reward systematically so as to explore SNS users’ continuance based on SNS characteristics. Targeting Millennials SNS users, this study empirically examines users’ continuance intention at individual level and simulates users’ continuance behavior at group level, which are expected to be influential as a next generation of purchasing group, focusing on social network services (SNS) usage. Second, this study tries to suggest strategic implications by identifying key factors that dominate SNS users’ behavior in the process of experiencing SNS. For the empirical purpose, this study analyzes the relationship between SNS characteristics (motivation to use, density, and centrality) and usage behavior (flow, social reward, and continuous intention to use). As a result, each construct of motivation to use SNS, SNS density, and SNS centrality are positively linked with flow. Motivation to use SNS and SNS centrality are positively associated with social reward, however, SNS density does not have a significant effect on social reward. In addition, flow and social reward turn out to have positive linkage with continuous intention to use respectively. The findings of this study are expected to provide implications for researchers and operators in related fields to identify various factors that explain the SNS usages of the Millennials, especially the major factors that sustain SNS involvement and activities. This study can enrich both SNS continuance theory, and help SNS operators to manipulate resources effectively to attract and retain users.

Suggested Citation

  • Gwijeong Park & Fangxin Chen & Le Cheng, 2021. "A Study on the Millennials Usage Behavior of Social Network Services: Effects of Motivation, Density, and Centrality on Continuous Intention to Use," Sustainability, MDPI, vol. 13(5), pages 1-19, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:5:p:2680-:d:509148
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    References listed on IDEAS

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    2. Huangjuan Liu & Yiqiang Zhu & Yalan Li, 2023. "Multiple Network Effects: “Individual-Organization Social Interaction” Model on China’s Sustainable Voluntary Service Supply Mechanism," Sustainability, MDPI, vol. 15(13), pages 1-16, July.
    3. Aleksandra Badora & Krzysztof Kud & Marian Woźniak, 2022. "Consumer Attitudes as Part of Lifestyle in the COVID-19 Emergency," Sustainability, MDPI, vol. 14(15), pages 1-20, August.
    4. Agata Balińska & Ewa Jaska & Agnieszka Werenowska, 2021. "The Role of Eco-Apps in Encouraging Pro-Environmental Behavior of Young People Studying in Poland," Energies, MDPI, vol. 14(16), pages 1-16, August.

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