Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience

Authors:
Tao Zhou;Yaobin Lu
Affiliations:
School of Management, Hangzhou Dianzi University, Hangzhou 310018, PR China;School of Management, Huazhong University of Science and Technology, Wuhan 430074, PR China
Venue:
Computers in Human Behavior
Year:
2011

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Abstract

Due to the intense competition and low switching cost, building user loyalty is critical for mobile instant messaging (IM) service providers. Integrating both perspectives of network externalities and flow experience, this research identified the factors affecting mobile IM user loyalty. Network externalities include referent network size and perceived complementarity. Flow experience includes perceived enjoyment and attention focus. We conducted data analysis with structural equation modeling (SEM). The results show that both network externalities and flow experience significantly affect perceived usefulness and satisfaction, further determining user loyalty. Thus mobile service providers need to improve their IM platforms, and deliver positive network externalities and good usage experience to users. Then they can facilitate users' loyalty.