Media richness, social presence and loyalty to mobile instant messaging

Fan Chen Tseng, T. C.E. Cheng, Pei Ling Yu, Tzu Ling Huang, Ching I. Teng

Research output: Journal article publicationJournal articleAcademic researchpeer-review

10 Citations (Scopus)

Abstract

Purpose: Mobile instant messaging (MIM) apps could provide rich and instant information in employees’ communication. However, how media richness impacts MIM user loyalty is unknown. The purpose of this paper is to adopt media richness and social presence theories as theoretical foundations to address this insufficiency. Design/methodology/approach: Collecting 247 responses from an online survey, the authors use structural equation modelling for data analysis and hypothesis testing. Findings: The authors found that immediate feedback and personal focus are the main aspects of media richness that are positively related to social presence, relatedness need satisfaction and user loyalty to MIM. Originality/value: This is the first study using two pertinent theories to explain how aspects of media richness affect user loyalty to MIM. The present findings suggest that firms developing MIM apps focus on immediate feedback and personal focus as effective means to encourage user loyalty.

Original languageEnglish
Pages (from-to)1357-1373
Number of pages17
JournalIndustrial Management and Data Systems
Volume119
Issue number6
DOIs
Publication statusPublished - 8 Jul 2019

Keywords

  • Loyalty
  • Media richness
  • Mobile instant messaging
  • Structural equation modelling
  • Survey

ASJC Scopus subject areas

  • Management Information Systems
  • Industrial relations
  • Computer Science Applications
  • Strategy and Management
  • Industrial and Manufacturing Engineering

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