Factors affecting reposting behaviour using a mobile phone-based user-generated-content online community application among Chinese young adults

ABSTRACT Mobile phone-based user-generated-content (UGC) online community applications have gained increasing popularity among young generations. However, factors that may affect usage behaviour regarding the applications are not fully investigated. In this study, we employed the Technology Acceptance Model as the basis to explore factors that are able to predict user reposting behaviour with the applications. University students (N = 322) completed a self-reported questionnaire for measuring the studied constructs after they experienced a high-fidelity prototype of a mobile UGC online community application. Results from path analysis demonstrated that perceived usefulness and attitude towards usage were significant determinants of user reposting intention, with 23% of its variance explained. Perceived usefulness, perceived ease of use and information credibility directly predicted attitude towards usage and accounted for 45% of its variance. Perceived ease of use exerted influence on both perceived usefulness and information credibility. The findings can enhance our understanding of factors that contribute to user reposting behaviour and provide insight into design and implementation strategies to increase the likelihood of user intention to repost information using mobile UGC online community applications.

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