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Media richness, social presence and loyalty to mobile instant messaging

Fan-Chen Tseng (Department of Digital Multimedia Design, Kainan University, Taoyuan, Taiwan)
T.C.E. Cheng (Department of Logistics and Maritime Studies, The Hong Kong Polytechnic University, Kowloon, Hong Kong)
Pei-Ling Yu (Department of Industrial and Business Management, Chang Gung University, Taoyuan, Taiwan)
Tzu-Ling Huang (Graduate Institute of Business and Management, Chang Gung University, Taoyuan, Taiwan)
Ching-I. Teng (Graduate Institute of Business and Management, Chang Gung University, Taoyuan, Taiwan) (Department of Rehabilitation, Chang Gung Memorial Hospital, Taoyuan, Taiwan) (Department of Business and Management, Ming Chi University of Technology, New Taipei City, Taiwan)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 7 August 2019

Issue publication date: 7 August 2019

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.

Keywords

Acknowledgements

The authors thank the anonymous referees for their many helpful comments on earlier versions of this paper. Cheng was supported in part by The Hong Kong Polytechnic University under the Fung Yiu King‒Wing Hang Bank Endowed Professorship in Business Administration. Teng was supported by Chang Gung Memorial Hospital, Linkou (BMRP644).

Citation

Tseng, F.-C., Cheng, T.C.E., Yu, P.-L., Huang, T.-L. and Teng, C.-I. (2019), "Media richness, social presence and loyalty to mobile instant messaging", Industrial Management & Data Systems, Vol. 119 No. 6, pp. 1357-1373. https://doi.org/10.1108/IMDS-09-2018-0415

Publisher

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Emerald Publishing Limited

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