Factors affecting the diffusion of mobile social network services in an aging society: value of informative, hedonic and ubiquitous services

Abstract

Purpose

This paper aims to identify factors affecting the continued intention to use mobile social network services (m-SNS) among middle-aged and older adults in Korea, based on the focal characteristics of mobile services and SNS.

Design/methodology/approach

Data were collected through an online questionnaire to understand m-SNS usage from 358 people aged over 40 years in Korea.

Findings

Results show that middle-aged and older users of m-SNS are strongly motivated to seek information; they prefer to use m-SNS on a habitual basis because of the ubiquitous connectivity of mobile services. Furthermore, they perceive the usefulness of m-SNS in expanding their social networks. These results can be used to identify factors that affect continued use of m-SNS by the middle-aged and older generation in Korea.

Originality/value

This paper expands the literature on SNS acceptance among middle-aged and older adults, the population that, in future, is expected to constitute the majority of m-SNS users. This paper can also help understand factors that affect mature consumers’ continued use of m-SNS.

Citation

Bae, H., Jo, S.H., Jung, H.J. and Lee, E. (2021), "Factors affecting the diffusion of mobile social network services in an aging society: value of informative, hedonic and ubiquitous services", Journal of Services Marketing, Vol. 35 No. 6, pp. 834-846. https://doi.org/10.1108/JSM-05-2020-0174