The flipside of ubiquitous connectivity enabled by smartphone-based social networking service: Social presence and privacy concern

The spread of smartphones triggers the universal use of smartphone-based social networking services (SNS) by satisfying users' needs for maintaining seamless, constant connection and developing intimate relationships with others, such as family, friends, and acquaintances. Under the circumstances, this study examines the consequences of ubiquitous connectivity, considering that it is a typical characteristic of mobile technologies. More specifically, this study addresses both sides of ubiquitous connectivity due to smartphone-based SNS namely, social presence and privacy concern. Furthermore, the study verifies the role of enjoyment which has been argued as a key determinant of the continued use of hedonic IS. The results show that first, ubiquitous connectivity increases social presence and privacy concern simultaneously. Second, enjoyment derives from not only ubiquitous connectivity but also social presence and privacy concern. Finally, smartphone-based SNS continuance intention is determined by enjoyment, social presence, and privacy concern. Discussion and implications on the results are presented.