DISCONTINUOUS ADOPTION OF SOCIAL MEDIA PLATFORM

Chih-Chin Liang

《International Journal of Electronic Commerce Studies》 9卷1期 (2018/06) Pp. 71-91

https://doi.org/10.7903/ijecs.1556

摘要

Microsoft ended its involvement in social media at the beginning of 2013, due to a gradual global decrease in the user numbers of MSN Messenger. However, Microsoft’s major competitor, Facebook, gradually supplanted Microsoft and became the most popular social media platform in Taiwan. The decrease in the number of users of Microsoft’s social media platform reflected changes in discontinuous social media adoption. If people enjoy talking with their friends through a particular social media, they will fall into flow experience, which may influence their attitude toward and use of social media. This study examines flow experience and the discontinuous adoption on social media based on a survey of 400 users. Participants were asked to discuss their experiences with changes to their favorite social media in Taiwan regarding chatting with their friends. The analytical results demonstrate that flow experience significantly influences perceived ease of use, together with attitude toward and intention to use social media. Users adopted new social-network applications based on their better flow experiences of using social media. The other practical implications are also illustrated.

關鍵字

Social Media ； Flow Experience ； Discontinuous Adoptio

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