Next Article in Journal
How an Integration of Home Energy Management and Battery System Affects the Economic Benefits of Residential PV System Owners in Thailand
Previous Article in Journal
Rethinking Corporate Responsibility and Sustainability in Light of Economic Performance
 
 
Article

A Study on the Millennials Usage Behavior of Social Network Services: Effects of Motivation, Density, and Centrality on Continuous Intention to Use

1
Office of Research and Industry-University Cooperation, Kyungpook National University, Daegu 41566, Korea
2
School of International Studies, Zhejiang University, Hangzhou 310058, China
*
Author to whom correspondence should be addressed.
Academic Editor: Andrea Pérez
Sustainability 2021, 13(5), 2680; https://doi.org/10.3390/su13052680
Received: 25 January 2021 / Revised: 18 February 2021 / Accepted: 23 February 2021 / Published: 2 March 2021
Whether in terms of social media platforms, mobile pay apps or an increasing acceptance of RFID chips in humans, technology has transformed everyday life for consumers. Social networks have experienced enormous growth as online personal networking media. Social exchange theory (for motivation and social reward) and theories of collective action can be applied in order to understand how an individual’s behavior may exert effects on or receive influences from other users with regard to the continuance usage intention of social apps. First, this study aims to examine behavioral characteristics of the Millennials, and takes flow and social reward systematically so as to explore SNS users’ continuance based on SNS characteristics. Targeting Millennials SNS users, this study empirically examines users’ continuance intention at individual level and simulates users’ continuance behavior at group level, which are expected to be influential as a next generation of purchasing group, focusing on social network services (SNS) usage. Second, this study tries to suggest strategic implications by identifying key factors that dominate SNS users’ behavior in the process of experiencing SNS. For the empirical purpose, this study analyzes the relationship between SNS characteristics (motivation to use, density, and centrality) and usage behavior (flow, social reward, and continuous intention to use). As a result, each construct of motivation to use SNS, SNS density, and SNS centrality are positively linked with flow. Motivation to use SNS and SNS centrality are positively associated with social reward, however, SNS density does not have a significant effect on social reward. In addition, flow and social reward turn out to have positive linkage with continuous intention to use respectively. The findings of this study are expected to provide implications for researchers and operators in related fields to identify various factors that explain the SNS usages of the Millennials, especially the major factors that sustain SNS involvement and activities. This study can enrich both SNS continuance theory, and help SNS operators to manipulate resources effectively to attract and retain users. View Full-Text
Keywords: millennials; social network services; motivation; density; centrality; flow; social reward; continuous intention to use millennials; social network services; motivation; density; centrality; flow; social reward; continuous intention to use
Show Figures

Figure 1

  • Externally hosted supplementary file 1
    Doi: https://orcid.org/0000-0001-8699-7953
MDPI and ACS Style

Park, G.; Chen, F.; Cheng, L. A Study on the Millennials Usage Behavior of Social Network Services: Effects of Motivation, Density, and Centrality on Continuous Intention to Use. Sustainability 2021, 13, 2680. https://doi.org/10.3390/su13052680

AMA Style

Park G, Chen F, Cheng L. A Study on the Millennials Usage Behavior of Social Network Services: Effects of Motivation, Density, and Centrality on Continuous Intention to Use. Sustainability. 2021; 13(5):2680. https://doi.org/10.3390/su13052680

Chicago/Turabian Style

Park, Gwijeong, Fangxin Chen, and Le Cheng. 2021. "A Study on the Millennials Usage Behavior of Social Network Services: Effects of Motivation, Density, and Centrality on Continuous Intention to Use" Sustainability 13, no. 5: 2680. https://doi.org/10.3390/su13052680

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Back to TopTop