Factors influencing the continuance use of mobile social media: The effect of privacy concerns

Abstract

With over 800 million active Whatsapp users, Mobile Social Networks (MSNs) have become one of the most vital means of social interactions, such as forming relationships and sharing information, sharing personal experiences. The mass adoption of MSN raises concerns about privacy and the risk of losing one's personal information due to personal data shared online. This paper sought to examine the role of Privacy Concerns in the continuance use of Mobile Social Media. The Effects of factors such as Perceived Ease of Use, Perceived Usefulness and Perceived Risk and Perceived Enjoyments on Satisfaction and Continuance intention were also explored. Survey data was collected from 262 students in Ghana Technology University College and analysed using the Partial Least Square approach to Structural Equation Modelling with the use of SmartPLS software. Results from the analysis showed that Perceived Usefulness, Perceived Risk and Perceived Enjoyment were significant predictors of Satisfaction. Satisfaction in turn was found to be a significant predictor of Continuance Intention. Satisfaction also mediated the paths between Perceived Risk, Privacy Concern and Continuance Intention. The results are discussed and practical implications drawn. � 2016 River Publishers.