Title: The impact of privacy concerns on the intention for continued use of an integrated mobile instant messaging and social network platform

Authors: Ivan Ka Wai Lai; Guicheng Shi

Addresses: School of Business and Hospitality Management, Caritas Institute of Higher Education, Tseung Kwan O, New Territories, Hong Kong ' Department of Management, School of Business, Macau University of Science and Technology, Avenida Wai Long, Taipa, Macau

Abstract: A mobile instant messaging and social network (MIM-SN) app such as WeChat is an instant communication application with integrated social networking features for new-generation smartphones. This study attempts to extend the unified theory of acceptance and use of technology (UTAUT2) model with privacy concerns to explain consumer behaviour in the adoption of MIM-SN apps in China. Through an online survey, 251 valid questionnaires were collected. A partial least squares (PLS) analysis was applied to implement the proposed model and hypothesis testing. The integration of the privacy concerns factor into the UTAUT2 model reduces the effects of performance expectancy and effort expectancy. Compared with UTAUT2, the extended model yields a better explanation for continuance intentions with respect to the adoption of MIM-SN apps in China (89.58%). This study recommends that MIM-SN app service providers should guarantee there are sufficient explicit policies to protect users' privacy.

Keywords: mobile instant messaging; privacy concerns; consumer acceptance; online social networks; UTAUT; technology acceptance; instant communication apps; smartphones; consumer behaviour; technology adoption; China; partial least squares; PLS; continuance intentions; intention to continue; privacy protection; privacy preservation.

DOI: 10.1504/IJMC.2015.072086

International Journal of Mobile Communications, 2015 Vol.13 No.6, pp.641 - 669

Accepted: 16 Dec 2014
Published online: 30 Sep 2015 *

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