Factors Influencing the Continuance Use of Mobile Social Media:The Effect of Privacy Concerns

Authors

  • Kwame Simpe Ofori SMC University, Switzerland
  • Eli Fianu Ghana Technology University College, Ghana
  • Otu Larbi-Siaw SMC University, Switzerland and Ghana Technology University College, Ghana
  • Richard Eddie Gladjah Ho Polytechnic, Ghana
  • Ezer Osei Yeboah Boateng Ghana Technology University College, Ghana

DOI:

https://doi.org/10.13052/2245-1439.426

Keywords:

Mobile Social Media Network, Privacy Concerns, Perceived Risk, Continuance Use

Abstract

With over 800 million active Whatsapp users, Mobile Social Networks (MSNs) have become one of the most vital means of social interactions, such as forming relationships and sharing information, sharing personal experiences. The mass adoption of MSN raises concerns about privacy and the risk of losing one’s personal information due to personal data shared online. This paper sought to examine the role of Privacy Concerns in the continuance use of Mobile Social Media. The Effects of factors such as Perceived Ease of Use, Perceived Usefulness and Perceived Risk and Perceived Enjoyments on Satisfaction and Continuance intention were also explored. Survey data was collected from 262 students in Ghana Technology University College and analysed using the Partial Least Square approach to Structural Equation Modelling with the use of SmartPLS software. Results from the analysis showed that Perceived Usefulness, Perceived Risk and Perceived Enjoyment were significant predictors of Satisfaction. Satisfaction in turn was found to be a significant predictor of Continuance Intention. Satisfaction also mediated the paths between Perceived Risk, Privacy Concern and Continuance Intention. The results are discussed and practical implications drawn.

 

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Author Biographies

Kwame Simpe Ofori, SMC University, Switzerland

K. S. Ofori is a doctoral student at SMC University, Switzerland. He holds a Master of Science degree in Telecommunications Technology and a Postgraduate diploma in Business Administration. He is currently a lecturer in Information Security, Reliability Engineering and Data Communications. His research interests include PLS path modelling and technology adoption. Kwame can be reached at: kwamesimpe@gmail.com

Eli Fianu, Ghana Technology University College, Ghana

E. Fianu is a faculty member in the Informatics Faculty of Ghana Technology University College (GTUC). His areas of lecturing are Database Systems, Systems Analysis and Design, Computer applications for Management, and E-Commerce. Prior to joining GTUC, he worked with Vodafone Ghana for 11 years as a Customer Experience, Sales and Service Provisioning Manager. He holds a Master of Science degree in Management Information Systems from Coventry University, and a Bachelor of Science Degree in Agricultural Economics from the University of Ghana. His research interests include Artificial Neural Networks, Technology Adoption, and e-Learning. Eli can be reached at: efianu@gmail.com

Otu Larbi-Siaw, SMC University, Switzerland and Ghana Technology University College, Ghana

O. Larbi-Siaw is a rigorous problem solver, with a passion for designing systematic decision making systems. He is the Head of Department for Economics at Ghana Technology University College. His research interest is in the area of macroeconomics, innovation economics, game theory, artificial intelligence, digital analytics and finance. He is currently a PhD student at Swiss Management Center (SMC). Otu can be reached at: oLarbi-Siaw@gtuc.edu.gh

Richard Eddie Gladjah, Ho Polytechnic, Ghana

R. E. Gladjah is a lecturer in the Department of Mathematics and Statistics, Ho Polytechnic, Ghana. He had his first degree in Statistics and Economics from the University of Ghana and a Master of Science in Statistics from Regent University College of Science and Technology. He has seventeen years of teaching experience in Statistics and Computer Applications and specializes in Time Series, Multivariate and Categorical Data Analyses. His research interests include technology adoption and time series analysis. Eddie can be reached at: e1684@yahoo.com

Ezer Osei Yeboah Boateng, Ghana Technology University College, Ghana

E. O. Yeboah-Boateng is a senior lecturer and the Head (acting Dean), Faculty of Informatics, at the Ghana Technology University College (GTUC), in Accra. Ezer is a Telecoms Engineer and an ICT Specialist; an executive with over 20 years of corporate experience and about 8 years in academia. He has over 10 peer-reviewed international journal papers to his credit. His research focuses on cyber-security vulnerabilities, digital forensics, cyber-crime, cloud computing, Big data and fuzzy systems. He can be reached at: eyeboah-boateng@gtuc.edu.gh

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Published

2015-08-24

How to Cite

1.
Ofori KS, Fianu E, Larbi-Siaw O, Gladjah RE, Boateng EOY. Factors Influencing the Continuance Use of Mobile Social Media:The Effect of Privacy Concerns. JCSANDM [Internet]. 2015 Aug. 24 [cited 2024 Nov. 3];4(2-3):105-24. Available from: https://journals.riverpublishers.com/index.php/JCSANDM/article/view/5161

Issue

2015: Vol 4 Iss 2-3

Section

Articles