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Antecedents of SMMA continuance intention in two culturally diverse countries: An empirical examination

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  • Wasim Ahmad
  • Jin Sun

Abstract

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.

Suggested Citation

  • Wasim Ahmad & Jin Sun, 2018. "Antecedents of SMMA continuance intention in two culturally diverse countries: An empirical examination," Journal of Global Information Technology Management, Taylor & Francis Journals, vol. 21(1), pages 45-68, January.
  • Handle: RePEc:taf:ugitxx:v:21:y:2018:i:1:p:45-68
    DOI: 10.1080/1097198X.2018.1423840
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    Cited by:

    1. Muhammad Saeed Ashraf & Fujun Hou & Woo Gon Kim & Wasim Ahmad & Rana Umair Ashraf, 2020. "Modeling tourists' visiting intentions toward ecofriendly destinations: Implications for sustainable tourism operators," Business Strategy and the Environment, Wiley Blackwell, vol. 29(1), pages 54-71, January.
    2. Ahmad, Wasim & Kim, Woo Gon & Choi, Hyung-Min & Haq, Junaid Ul, 2021. "Modeling behavioral intention to use travel reservation apps: A cross-cultural examination between US and China," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    3. Fuyong Lu & Xintao Wang & Xian Huang, 2023. "Counseling for Health: How Psychological Distance Influences Continuance Intention towards Mobile Medical Consultation," IJERPH, MDPI, vol. 20(3), pages 1-21, January.
    4. Ahmad, Wasim & Kim, Woo Gon & Anwer, Zaheer & Zhuang, Weiqing, 2020. "Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists’ visiting intentions towards eco-friendly destinations are shaped?," Journal of Business Research, Elsevier, vol. 110(C), pages 228-236.
    5. Yan, Min & Filieri, Raffaele & Raguseo, Elisabetta & Gorton, Matthew, 2021. "Mobile apps for healthy living: Factors influencing continuance intention for health apps," Technological Forecasting and Social Change, Elsevier, vol. 166(C).

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