Title: A reconceptualisation of the mobile continuance intention: social drivers' perspective

Authors: Abdulaziz Elwalda; Ismail Erkan; Fulya Acikgoz; Mushfiqur Rahman

Addresses: Department of Business Management, Misurata University, 2478, Misrata, Libya ' Business School, Izmir Katip Celebi University, 35620, Izmir, Turkey ' School of Management, University of Bristol, Howard House, Queens Ave., Bristol, Clifton, BS8 1SD, UK ' University of Wales Trinity Saint David London, Winchester House (Oval), 11 Cranmer Road, SW9 6EJ, London

Abstract: Based on a systematic review of the relevant literature and grounded on the social drivers, this study reconceptualises the concept of mobile consumers' continued intention. We observe the impact of social drivers derived from consumers' mobile communications on continuance intention. Drawing on informational support, emotional support, normative influence, mobile social commerce, trust and continence intention, a mobile social influence model (MSIM) is proposed as a new approach for addressing consumers' continued intention in mobile settings. The MSIM shows that consumers' continuance intention can be noted through the social drivers of mobile communications. The MSIM indicates that consumers who are informationally and emotionally supported and are influenced by others are more engaged in mobile social commerce. The MSIM also exposes that trust is affected by both social support and social influence. Furthermore, the model reveals that mobile social commerce intention and trust are key predictors of consumers' continuance intention to use mobile messaging applications. The MSIM implies that managers need to provide communication environments where the functionalities of social communications and networking are offered to empower consumers' continued usage.

Keywords: continued usage; conceptual paper; social support; normative influence; consumers' mobile communications; mobile social commerce.

DOI: 10.1504/IJTMKT.2023.130030

International Journal of Technology Marketing, 2023 Vol.17 No.2, pp.212 - 238

Accepted: 07 Jul 2022
Published online: 04 Apr 2023 *

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