DISCONTINUOUS ADOPTION OF SOCIAL MEDIA PLATFORM

Abstract

Microsoft ended its involvement in social media from the beginning of 2013, owing to a gradual global decrease in user numbers of MSN Messenger. The facts demonstrate that Microsoft used to own the most popular social media application for students to communicate with each other, but its major competitor, Facebook, gradually supplanted it to become the most popular social media platform in Taiwan. The decrease in the number of students of Microsoft’s social media platform reflected changes in discontinuous social media adoption. Students are involved in using social media, which means that they fall into flow (concentration) status. If students enjoy using a particular social media, they will fall into flow experience, which may influence student attitude toward and use of social media. This study examines flow experience and the discontinuous in student adoptions on social media based on a survey of 400 students and their experiences of changes to their favorite social media in Taiwan. The analytical results demonstrate that flow experience significantly influences perceived ease of use, together with attitude toward and intention to use social media. The managerial implications are also illustrated. To cite this document: Chih-Chin Liang, DISCONTINUOUS ADOPTION OF SOCIAL MEDIA PLATFORM , International Journal of Electronic Commerce Studies, Vol.9, No.1, pp.71-92, 2018. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1556