Charting sustained usage toward mobile social media application: the criticality of expected benefits and emotional motivations

Abstract

Purpose

Zalo is a Vietnam social media platform attracting over 100 m users worldwide. The work aims to ascertain how to boost users' satisfaction, habit and continuance intention toward Zalo based on the expectation confirmation theory (ECT) and its extension through the impacts of expected benefits and emotional motivations.

Design/methodology/approach

Data are collected via an online survey on a convenience sample of 356 Zalo users. Statistical analysis is performed using Statistical Product and Service Solutions (SPSS) and Analysis of Moment Structures (AMOS) to test proposed hypotheses.

Findings

Results indicate that confirmation positively influences expected benefits (i.e. pervasiveness, socialization, and self-discovery) and satisfaction. Moreover, satisfaction and habit are jointly stimulated by expected benefits and emotional motivations. Outcomes also reveal that satisfaction is a motivator of habit, which in turn surmises evidently to continuance intention.

Practical implications

Findings assist practitioners to develop their business trajectories by improving beneficial services of Zalo and positive emotions. This fulfills user satisfaction and habit, and promotes continuance behavior accordingly.

Originality/value

Confirmation and expected benefits are acknowledged as the drivers of satisfaction, but existing literature remains inconclusive about dimensions of expected benefits influencing satisfaction and habit in social media. Furthermore, this study, by an extended ECT, explores emotional motivations for satisfaction and habit. Ultimately, habit is uncovered to foster prolonged usage.

Citation

Le, X.C. (2022), "Charting sustained usage toward mobile social media application: the criticality of expected benefits and emotional motivations", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 3, pp. 576-593. https://doi.org/10.1108/APJML-11-2020-0779