Para-social relationships and continuous use of mobile devices

  • Authors:

  • Namyeon Lee;Ohbyung Kwon

  • Affiliations:

  • Graduate School of International Management, Kyung Hee University, 130-701, 1 Hoegi Dong, Dongdaemoon Ku, Seoul, Republic of Korea;School of Management, Kyung Hee University, 130-701, 1 Hoegi Dong, Dongdaemoon Ku, Seoul, Republic of Korea

  • Venue:
  • International Journal of Mobile Communications
  • Year:
  • 2013

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Abstract

Comprehending factors that affect customer satisfaction and continued usage of mobile devices become more important as their prevalence and turnover increase. In this study, socio-relational forces such as para-social relationships PSRs are examined in an effort to explain behaviours of users of mobile systems. The results indicated that traditional success factors must be complemented by socio-relational forces such as PSR. Very strong associations were identified between social bonds, user attitudes and usage continuance. The user interface design of a mobile device was shown to shape the relational attitudes of users. Understanding behaviours of users of portable devices requires a perspective different from those applied in traditional enterprise-level information systems ISs settings.