Examining Mobile SNS Continuance from a Dual Perspective of Social Capital and Privacy Concern

This article contends that due to the intense competition, it is crucial for mobile social networking services (SNS) providers to retain users and facilitate their continuance. Integrating both perspectives of social capital and privacy concern, this research examined mobile SNS continuance. Social capital includes three dimensions: structural capital, relational capital and cognitive capital. The results indicated that both social capital and privacy concerns have significant effects on continuing usage. The results imply that service providers need to develop social capital and curb privacy concerns in order to facilitate users' continuance usage of mobile SNS.