Understanding mobile SNS continuance usage in China from the perspectives of social influence and privacy concern

Retaining users and facilitating continuance usage are crucial to the success of mobile social network services (SNS). This research examines the continuance usage of mobile SNS in China by integrating both the perspectives of social influence and privacy concern. Social influence includes three processes: compliance, identification and internalization, which are respectively represented by subjective norm, social identity, and group norm. The results indicate that these three factors and privacy concern have significant effects on continuance usage. The results suggest that service providers should address the issues of social influence and privacy concern to encourage mobile SNS continuance usage.