Twitter, operated by general public, has been facing reduction in its users due to the exposure of risks recently. However, power-twitter, which is operated by companies and celebrities, still owes amounts of users and is becoming an important strategic tool. This study aims to investigate the facto...
Twitter, operated by general public, has been facing reduction in its users due to the exposure of risks recently. However, power-twitter, which is operated by companies and celebrities, still owes amounts of users and is becoming an important strategic tool. This study aims to investigate the factors influencing power-twitterians’ continuous usage intention based on Elaboration Likelihood Model. In particular, central route (argument quality, trustworthy, accuracy) and peripheral route (source expertise and source trustworthiness) are tested to reveal which has a more influential role in effecting the continuous usage intention of power-twitter. Furthermore, Post Acceptance Model is used to test the relationship of users’ attitude towards argument and continuous usage intention.
Through the experiment based on Elaboration Likelihood Model and Post Acceptance Model, this study identified argument quality, trustworthy, and accuracy on central route; source expertise, and trustworthiness on peripheral route. The results indicated that argument quality, accuracy (central route), source expertise and source trustworthiness (peripheral route) have an influence on attitude. However, trustworthy on central route was not significant. Argument quality, trustworthy, accuracy (central route) and source expertise (peripheral route) have an influence on perceived usefulness. But source trustworthiness on peripheral was not significant. Attitude has an influence on perceived usefulness, and attitude and perceived usefulness both have an influence on perceived usefulness. In conclusion, central route is more influential than peripheral route in forming a positive attitude towards arguments, which in turn leads to the perception of power-twitter’s usefulness, and in the end brings the continuous usage intention of power-twitter.
Twitter, operated by general public, has been facing reduction in its users due to the exposure of risks recently. However, power-twitter, which is operated by companies and celebrities, still owes amounts of users and is becoming an important strategic tool. This study aims to investigate the factors influencing power-twitterians’ continuous usage intention based on Elaboration Likelihood Model. In particular, central route (argument quality, trustworthy, accuracy) and peripheral route (source expertise and source trustworthiness) are tested to reveal which has a more influential role in effecting the continuous usage intention of power-twitter. Furthermore, Post Acceptance Model is used to test the relationship of users’ attitude towards argument and continuous usage intention.
Through the experiment based on Elaboration Likelihood Model and Post Acceptance Model, this study identified argument quality, trustworthy, and accuracy on central route; source expertise, and trustworthiness on peripheral route. The results indicated that argument quality, accuracy (central route), source expertise and source trustworthiness (peripheral route) have an influence on attitude. However, trustworthy on central route was not significant. Argument quality, trustworthy, accuracy (central route) and source expertise (peripheral route) have an influence on perceived usefulness. But source trustworthiness on peripheral was not significant. Attitude has an influence on perceived usefulness, and attitude and perceived usefulness both have an influence on perceived usefulness. In conclusion, central route is more influential than peripheral route in forming a positive attitude towards arguments, which in turn leads to the perception of power-twitter’s usefulness, and in the end brings the continuous usage intention of power-twitter.
주제어
#Micro-Blog Service, Power-Twitter, Elaboration Likelihood Model
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