The Flipside of Ubiquitous Connectivity by Smartphone-based Social Networking Service (SNS): Social Presence and Privacy Concern

The spread of smartphones triggers the universal use of smartphone-based social networking services (SNS) from younger generations in their teens and twenties to older ones in their fifties and sixties. SNS would no longer be the preserve of younger generations. Smartphone-based SNS can be enjoyed by everyone irrespective of age or gender. Under the circumstances, this study attempts to shed light on the sources of enjoyment, which has been argued as a key determinant of hedonic IS use, assuming that ubiquitous connectivity is a foundation of using smartphone-based SNS. This is because the main reason that people use smartphone-based SNS is to maintain seamless connection with others such as family, friends and acquaintances. Furthermore, the study examines factors related to enjoyment considering both sides of ubiquitous connectivity due to smartphone-based SNS use (i.e., social presence and privacy concern) and also verifies the effects of these variables on SNS continuance intention. Our results show that first, ubiquitous connectivity increases social presence and privacy concern. Second, enjoyment comes from not only ubiquitous connectivity but also social presence and privacy concern. Finally, smartphone-based SNS continuance intention is determined by enjoyment, social presence and privacy concern. Discussion and implications on the results are presented.