The Moderate Role of Perceived Surveillance for Value Perception in SOLOMO Services Continuance

Abstract

The full-fledged Social-Local-Mobile (SoLoMo) services appear recently as the form of app for Android or iOS system which include Facebook, Instagram, LINE, Google maps, etc. However, no study has attempted to understand the continuance intention among SoLoMo services. Besides, SoLoMo services have provided more powerful means of surveillance to track and profile their users, which might arouse negative feeling. In this study, we apply the consumption value theory to explore the value drivers and investigate the moderating effect of users’ perceived surveillance. The results indicate that social value, emotional value, and functional value are significant drivers for continuance intention. Perceived surveillance moderates the relationship of social value and functional value on continuance intention.補正完畢國際Chiayi, TaiwanTW