A comparative study on the usage intention of social network service (SNS) in Korea and China

To investigate factors influencing on continued usage of SNS, this study used ECM model (Expectation-confirmation Model) as a theoretical foundation. Based on ECM model, two critical variables, perceived entertainment and perceived switching costs, were examined. This study collected data by a survey method for an empirical analysis. A total of 271 replies were used for data analysis. While 139 out of 271 replies were collected from Korean users of Facebook, the rest 135 replies were did from Chinese users of RenRen. The collected dataset were analyzed by employing PLS (Partial Least Squares) technique. As results of PLS analysis on the subjects of Korean users, all of the hypotheses were supported. On the subjects of Chinese users, we found that 1) Expectation-Confirmation is positively associated with both perceived usefulness and perceived enjoyness, 2) both perceived usefulness and perceived enjoyness are positively associated with satisfaction, 3) Satisfaction has a positive impact on intention to use . Specialized farmers cooperatives should establish a transparent regulatory mechanism and be subject to dual supervision from both the Chinese government and farmers. However, we found no empirical evidence that perceived pleasure and perceived switching cost are positively associated with continued usage intention.