Empirical Study on Continuous Usage of Social Media: The Mediating Role of Affect Appeal

Abstract

Abstract:

As an emerging arena for social interaction and information source, social media has brought a lot of convenience for users to enjoy digitalized life. However, widespread privacy steal has raised users' concern and fear, seriously affected their experience in using social media and may lead to user loss. Relying on the "Cognition-Affect-Conation Pattern" (CAC) framework, this study investigates the role that the cognitive and affective factors play in users' intention of continuously using mobile social media. Based on data collected from 239 mobile social media users, the research model and all the hypotheses related are tested using structural equation modeling technique. The results show that positive affect appeal (satisfaction) exerts significantly positive effect on user`s continuous usage intention, whereas negative affect (fear) has a stronger effect. Besides, both satisfaction and fear fully mediate the relationship between personal cognition and user's continuous usage intention. We also find that self-efficacy plays a moderating role on the relationship between fear and user's continuous usage intention of social media.

Key words: affect appeal, cognition-affect-conation pattern, privacy concern, social media, continuous usage

Chen Hao, Li Wenli, Ke Yulong. Empirical Study on Continuous Usage of Social Media: The Mediating Role of Affect Appeal[J]. , 2016, 28(9): 61-71.

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