Factors affecting the diffusion of mobile social network services in an aging society: value of informative, hedonic and ubiquitous services

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Purpose This paper aims to identify factors affecting the continued intention to use mobile social network services (m-SNS) among middle-aged and older adults in Korea, based on the focal characteristics of mobile services and SNS. Design/methodology/approach Data were collected through an online questionnaire to understand m-SNS usage from 358 people aged over 40 years in Korea. Findings Results show that middle-aged and older users of m-SNS are strongly motivated to seek information; they prefer to use m-SNS on a habitual basis because of the ubiquitous connectivity of mobile services. Furthermore, they perceive the usefulness of m-SNS in expanding their social networks. These results can be used to identify factors that affect continued use of m-SNS by the middle-aged and older generation in Korea. Originality/value This paper expands the literature on SNS acceptance among middle-aged and older adults, the population that, in future, is expected to constitute the majority of m-SNS users. This paper can also help understand factors that affect mature consumers' continued use of m-SNS.
Publisher
EMERALD GROUP PUBLISHING LTD
Issue Date
2021-10
Language
English
Article Type
Article
Citation

JOURNAL OF SERVICES MARKETING, v.35, no.6, pp.834 - 846

ISSN
0887-6045
DOI
10.1108/JSM-05-2020-0174
URI
http://hdl.handle.net/10203/288176
Appears in Collection
MG-Journal Papers(저널논문)
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