Online social anxiety and mobile instant messaging adoption and continuance usage intention: How does it relate to social, technical, and mobility factors?

Chen, Cha lie; Lou, Shanshan; Kaewki ipong, Laddawan A icle Online social anxie y and mobile ins an messaging adop ion and con inuance usage in en ion: How does i ela e o social, echnical, and mobili y ac o s? Cogen Business & Managemen P o ided in Coope a ion wi h: Taylo & F ancis G oup Sugges ed Ci a ion: Chen, Cha lie; Lou, Shanshan; Kaewki ipong, Laddawan (2022) : Online social anxie y and mobile ins an messaging adop ion and con inuance usage in en ion: How does i ela e o social, echnical, and mobili y ac o s?, Cogen Business & Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 9, Iss. 1, pp. 1-17, h ps://doi.o g/10.1080/23311975.2022.2133632 This Ve sion is a ailable a : h ps://hdl.handle.ne /10419/289285 S anda d-Nu zungsbedingungen: Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen Zwecken und zum P i a geb auch gespeiche und kopie we den. 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Cha lie Chen, Shanshan Lou & Laddawan Kaewki ipong To ci e his a icle: Cha lie Chen, Shanshan Lou & Laddawan Kaewki ipong (2022) Online social anxie y and mobile ins an messaging adop ion and con inuance usage in en ion: How does i ela e o social, echnical, and mobili y ac o s?, Cogen Business & Managemen , 9:1, 2133632, DOI: 10.1080/23311975.2022.2133632 To link o his a icle: h ps://doi.o g/10.1080/23311975.2022.2133632 © 2022 The Au ho (s). This open access a icle is dis ibu ed unde a C ea i e Commons A ibu ion (CC-BY) 4.0 license. Published online: 13 Oc 2022. Submi you a icle o his jou nal A icle iews: 3306 View ela ed a icles View C ossma k da a Ci ing a icles: 1 View ci ing a icles OPERATIONS, INFORMATION & TECHNOLOGY | RESEARCH ARTICLE Online social anxie y and mobile ins an messaging adop ion and con inuance usage in en ion: How does i ela e o social, echnical, and mobili y ac o s? Cha lie Chen 1 , Shanshan Lou 2 and Laddawan Kaewki ipong 3 * Abs ac : The ise in MIM apps usage ha e esul ed in inc eased in e up ions o people daily social li e, causing dis ac ions and online social anxie y. The pu pose o his s udy is o in es iga e he in luence o social, echnical, and mobili y ac o s on social anxie y, as well as he ini ial and con inua ion in en ion o use s o MIM applica ions. We su eyed 231 Taiwanese use s o he leading MIM app LINE. Sma - PLS was adop ed o analyze social, echnical, mobili y, social anxie y, and MIM con inua ion in en ions. Ou indings show ha online social anxie y can dec ease bo h ini ial and con inua ion in en ions o MIM apps. Mo eo e , online social anxi- e y mode a es he ela ionship be ween ini ial and con inuance adop ion in en ions. Howe e , social, echnical, and mobili y ac o s appea s o ha e posi i e in luences on he ini ial MIM adop ion in en ion. The e o e, he h ee ac o s can be in eg a ed o p omo e MIM app use wi hou inc easing social anxie y. Subjec s: Social In luence; ICT; In e pe sonal Communica ion; Beha iou Keywo ds: online social anxie y; MIM applica ions; adop ion in en ion; con inuance usage in en ion; pe cei ed subjec i e no m; communica ion con ol capaci y; mobili y 1. In oduc ion Mobile ins an messaging (MIM) applica ions, such as Wha sApp, WeCha and LINE, ha e become an in eg al pa o people daily li e. MIM applica ions en ich SMS ex ing ia mul imedia- ich con en , such as emoji and memes. F ee ideo calls can also be made o eplace he in-pe son ace- o- ace con e sa ions. The imp o ed da a secu i y and p i acy con ol u he inc ease he in en ion o use s o adop MIM applica ions. People hea ily ely on he MIM applica ions o communica e wi h no only iends and amilies bu also colleagues and clien s. MIM applica ions allows use s o c ea e, send and ecei e mul imedia messages (e.g., pic u e, audio, ideo) and also o e addi ional communica i e unc ions, including g oup cha s, ile sha ing, eal- ime loca ion sha ing, and he exchange o non- e bal g aphics such as emoji and s icke s (Gong e al., 2020; Tang & Hew, 2022). Cu en ly, MIM applica ions also include se e al ea u es, such as pos ing, sha ing and commen ing, hey p omo e high and ins an social in e ac ion. These ea u es enable use s o in e ac wi h hei pee s con e- nien ly, esul ing in expec a ion o always-on mode and ins an esponses. The in ense social in e ac ions could hen lead o online social anxie y, which is de ined as nega i e cogni i e and a ec i e esponses o i ual/online social si ua ions (Hwang e al., 2020) o i s use s. An in es iga ion o he e ec s o online social anxie y on an in en ion o use and con inue using MIM apps would add o he compu e -media ed communica ion (CMC) li e a u e. P io s udies in hese Chen e al., Cogen Business & Managemen (2022), 9: 2133632 h ps://doi.o g/10.1080/23311975.2022.2133632 Page 1 o 17 Recei ed: 29 Augus 2022 Accep ed: 05 Oc obe 2022 *Co esponding au ho : Laddawan Kaewki ipong, Cen e o Excellence in Ope a ions and In o ma ion Managemen , Thammasa Business School, Thammasa Uni e si y, Thailand Email: [email p o ec ed] Re iewing edi o : Ma ia Palazzo, Uni e si a degli S udi di Sale no, ITALY Addi ional in o ma ion is a ailable a he end o he a icle © 2022 The Au ho (s). This open access a icle is dis ibu ed unde a C ea i e Commons A ibu ion (CC-BY) 4.0 license. a eas (Hwang e al., 2020; Pie ce, 2009) s a ed ha he use o socially in e ac i e echnologies, including social media si es, cell phones, ex messaging, and ins an messaging leads o social anxie y. Howe e , hey did no conside ha social media and mobile ins an messaging applica ions may c ea e a i ual wo ld which could cause online social anxie y. Mixed e idence was ound o he ela ionship o social anxie y and he use o social media and MIM applica ions (McCo d e al., 2014). Li le a en ion was paid o online social anxie y and i s e ec on he adop ion o MIM. Besides, as social mobile app ma ke , including social media and MIM apps, g ows, app p odu- ce s a e acing highe compe i ion om mul iple channels. MIM applica ions’ a e age h ee-mon h use a i ion a e is mo e han 70% (S a is a Resea ch De elopmen , 2021). The e o e, a ac ing new use s and e aining cu en use s by acili a ing hei con inuance usage is impo an (Akdim e al., 2022). Despi e an a gumen ha hese applica ions ely on ne wo k e ec s (Wes land e al., 2016), making i ela i ely mo e di icul o use s o swi ch, he swi ching phenomenon did happen o social ne wo k si es, such as MySpace o Hi5 o Facebook (Peng e al., 2016). In sho , a con inuance in en ion o use s emains much ele an and impo an o MIM applica ions. One o he possible ways o help he MIM p o ide s keep a ac ing new use s and e aining exis ing use s is o help hei use s keep hei peace o mind while using he app. Feeling socially anxious, use s could be uncom o able and migh no wan o use an MIM app as o en. A ecen s udy by Hwang e al. (2020) ound ha online social anxie y nega i ely ela ed o job engagemen . Simila ly, we a gue ha using MIM apps can also gene a e online social anxie y and ha online social anxie y could nega i ely ela e o use engagemen wi h MIM applica ions. Ou esea ch hus se o unde s and ac o s associa ed wi h online social anxie y and he e ec o online social anxie y on an in en ion o use and con inue using MIM applica ions. Ou esea ch ques ions a e: 1) how does online social anxie y ela e o in en ion o adop and con inue using an MIM applica ion? and 2) how can MIM applica ion help use s educe online social anxie y? The insigh s om his s udy could imp o e he unde s anding o how LINE migh con inue o de elop and inc ease i s in luence as an inno a i e communica ion echnology in ou socie y. To add ess he esea ch gap, we look in pa icula a LINE, which is an MIM applica ion ha is widely used in Asia, especially in Japan, Taiwan, and Thailand (Iqbal, 2022). I is also a emp ing o pene a e in o Singapo e, Indonesia and o he Sou heas Asia ma ke s; o example, he e a e only a ound 200,000 mon hly ac i e use s in Singapo e, du ing Janua y o Ap il 2022, lea ing ooms o g ow (Dallal, 2022). LINE, hus, ep esen s an MIM app ha needs o keep ec ui ing new use s and a he same ime e aining exis ing use s. Acco ding o LINE Business Guide (2021), App oxima ely 80% o LINE use s a e o ice wo ke s, pa - ime s, and homemake s. I is possible ha social in e ac ion equi ed du ing using LINE o communica e wi h colleagues and pee s could cause online social anxie y. The e o e, LINE use s a e conside ed app op ia e samples o lea n abou he e ec o online social anxie y on in en ion o adop and con inue using an MIM applica ion. The ollowing sec ion will e iew a iables ela ed o online social anxie y and an in en ion o adop and con inue using an MIM applica ion and de elop hypo heses. Then, esea ch me hodol- ogy will be discussed, ollowing by da a analysis and discussion o esul s sec ions. Las ly, conclu- sions, heo e ical and p ac ical implica ions will be discussed. 2. Social anxie y, online social anxie y, and he use o MIM applica ions Social anxie y was de ined as “a s a e o anxie y esul ing om he p ospec o p esence o in e pe sonal e alua ion in eal o imagined social se ings” (Schlenke & Lea y, 1982, p. 642). In o he wo ds, i is he expec a ion o wo ies abou nega i e social judgmen s in which o he s nega i ely e alua e one, which may esul in eelings o inadequacy, unpleasan , o emba assing o in e ac wi h o he people (Good & Huhmann, 2018). Some schola s used social anxie y and shyness in e changeably (e.g., Pie ce, 2009). Chen e al., Cogen Business & Managemen (2022), 9: 2133632 h ps://doi.o g/10.1080/23311975.2022.2133632 Page 2 o 17 P io s udies (e.g., E win e al., 2004; Pie ce, 2009; P izan -Passal e al., 2016) ha e iden i ied he ela ionship be ween a ious communica ion echnologies and social anxie y. Socially in e ac i e echnologies, such as ins an messaging and cha ooms, could posi i ely and nega i ely a ec ace- o- ace communica ion among indi iduals wi h high social anxie y (Pie ce, 2009). These echnologies allow socially anxious use s o a oid unpleasan si ua ions (Pie ce, 2009). P izan - Passal e al. (2016) ound ha socially anxious use s end o use online communica ion ools mo e in ensi ely. While posi i e expe ience communica ing wi h o he s and an inc eased sense o social suppo online could lead o high con idence in ace- o- ace communica ion (E win e al., 2004), eplacing in-pe son in e ac ions wi h media ed communica ion could hinde one’s abili y o in e - ac wi h o he s in social si ua ions (Nie & Hillygus, 2002). To he bes o ou knowledge, p io wo k ha pa icula ly add essed online social anxie y as a consequence o use s’ eeling while using online communica ion applica ions, is e y limi ed. Hwang e al. (2020) ound ha he use o LINE applica ion in wo k se ings could inc ease online social anxie y. Howe e , whe he o no online communica ion applica ions, including MIM, may c ea e online social anxie y and whe he he applica ions’ a ibu es o ea u es ela e o online social anxie y has no been explo ed. This pape , he e o e, aims o ul il his esea ch gap. 3. Con inuance in en ion o use MIM applica ions The MIM ma ke , along wi h o he mobile applica ion ma ke s, is highly compe i i e (Oghuma e al., 2016); he e o e, unde s anding how o inc ease use s’ con inuance in en ion o use MIM applica ions is essen ial. Se e al s udies ha e examined ac o s in luencing con inuance in en ions. Fo example, based on Expec a ion Con i ma ion Model (ECM), Oghuma e al. (2016) ound ha sa is ac ion, use ulness, and enjoymen ha e di ec e ec on con inuance in en ion o use MIM applica ions. Gadhiya and Panchal (2021) and Gong e al. (2020) also conduc ed ECM s udies and concluded ha sa is ac ion plays a i al ole in con inuance in en ions. To explain con inuance in en ion o use MIM applica ions, Lai and Shi (2015) applied he uni ied heo y o accep ance and use o echnology (UTAUT). Gadhiya and Panchal (2021) in eg a ed pe cei ed use ulness om Theo y o Accep ance Model (TAM) wi h ECM o unde s and he con inuance in en ion. Wang and Qian (2015) applied mo i a ion heo y o in es iga e an e ec o pe cei ed use ulness and pe - cei ed enjoymen on he con inuance in en ion. Gan and Li (2015) used he IS success model o iden i y he e ec s o sys em quali y on use sa is ac ion and he likelihood ha use s will con inue o use MIM. O e all, he p io s udies on con inuance in en ion o use MIM applica ions we e cen e ed a ound ac o s acili a ing he con inuance in en ion, including sa is ac ion, pe cei ed ease o use, pe cei ed use ulness, and pe cei ed enjoymen . MIM applica ions a e designed o acili a e communica ion among a g oup o use s o communi y membe s. Howe e , social ac o s like social in luence o subjec i e no ms ha e no been add essed. In addi ion, p e ious s udies ha e no examined he e ec s o echnical and mobili y ac o s on con inua ion in en ions. In o de o ex end he p io s udies, ou s udy looked a hese ac o s in g ea e de ail and connec ed hem o adop ion in en ion and con inuance in en ion. 4. Adop ion and con inuance in en ion heo ies The p io s udies on adop ion in en ion and con inuance in en ion o use MIM applica ions used beha io al in en ion and usage beha io as p oxy measu es o p e-adop ion in en ion based on heo ies such as he Technology Accep ance Model (TAM) and he Uni ied Theo y o Accep ance and Use o Technology (UTAUT; Da is, 1989; Venka esh e al., 2003). TAM and UTAUT ha e been widely used in se e al con ex s, including mobile apps and mobile ins an messaging (Jaiswal e al., 2022). Despi e his, echnology adop ion li e a u e has ound ha p e-adop ion in en ions a e no enough o ensu e a echnology’s success and sus ainabili y (Bha ache jee, 2001). The e o e, con inua ion in en ion was p oposed as a p oxy o con inued use. A amous model ha explains and p edic s con inuance in en ions is he Expec a ion-Con i ma ion Model (ECM). Acco ding o ECM, sa is ac ion and pe cei ed use ulness a e an eceden s o con inued usage Chen e al., Cogen Business & Managemen (2022), 9: 2133632 h ps://doi.o g/10.1080/23311975.2022.2133632 Page 3 o 17 in en ions (Bha ache jee, 2001); howe e , i ocuses only on he pos -adop ion phase o he p ocess. By combining TAM and ECM wi h he cogni i e model o sa is ac ion, Liao e al. (2009) ound ha a new model, echnology con inuance heo y (TCT), can explain he con inuance in en ion owa ds he use o echnology. The TCT has b oad applicabili y and high explana o y powe o unde - s anding con inuance in en ions. Acco ding o TCT, bo h sa is ac ion and use s’ a i ude in luence con inua ion usage in en ion (Liao e al., 2009). A TCT s udy conduc ed by Rahi, Khan, Alghizzawi e al., 2021) explo es con inuance in en ion o In e ne banking, and i also indica es ha bo h p e-adop ion a i ude and pos -adop ion sa is ac ion impac con inuance in en ion. Ou s udy ollows he undamen al o TCT ha (p e) adop ion a i udes and in en ions can be inco po a ed in o unde s anding he con inuance in en ions o MIM applica ions. 5. Pe cei ed subjec i e no ms and online social anxie y Subjec i e no ms e e o “indi iduals’ pe cep ions o social p essu e om impo an e e ences o pe o m o no o pe o m he beha io ” (Bake & Whi e, 2010, p. 1592). Subjec i e no ms can p edic use s’ in en ion o engage in social ne wo king si es (SNS) use and con inuance in en ion (Bake & Whi e, 2010; Ku e al., 2013). The p edic ion e ec o pe cei ed subjec i e no ms (PSN) is especially mo e subs an ial among use s who demons a e highe ea o social disapp o al (La ime & Ma in Ginis, 2005). Resea che s ha e also ound ha people wi h social anxie y end o spend mo e ime on social media si es. Social anxie y was also ela ed o di e en SNS use pa e ns (Lee & Jang, 2019). In his s udy, PSN e e s o he ex en o which an indi idual pe cei es he use o MIM o be no ma i e among iends and amily membe s. Since people om closed social ne wo ks ha e simila hinking and beha io s (Lő incz e al., 2019), we ini ially hypo hesized ha i LINE use s pe cei ed LINE as hei social no m, meaning ha people a ound hem also use i , hey should eel less socially anxious. Li le esea ch, howe e , has in es iga ed how PSN and online social anxie y ela e o consume s’ app adop ion beha io in he MIM con ex . We posi ha PSN can be unde - s ood as a mo i a o o use s o adop MIM, in his case, LINE, and hus educing online social anxie y. Hence, he p esen s udy p oposes ha : H1: Pe cei ed subjec i e no m has a nega i e impac on online social anxie y o use s o LINE applica ion. H2: Pe cei ed subjec i e no m has a posi i e impac on he in en ion o use s o adop LINE applica ion. 6. Communica ion con ol and online social anxie y Communica ion con ol is “ he abili y o manage communica ion pace, he leng h o in e ac ion ime, esponse iming, using and swi ching among ea u es o exp ess a use ’s in en ion ully, and p esen ing he desi ed images du ing an online in e ac ion” (Shee , 2011, p. 84). Fo ins ance, asynch onous CMC can gi e use s a highe deg ee o communica ion con ol han eal- ime, ace- o- ace communica ion. In a ace- o- ace con e sa ion, one can expe ience “heigh ened le els o psychic, senso y, and emo ional in ol emen and a ousal, inc eased salience o con ex cues” (Bu goon & Wal he , 1990, p. 258). The lack o communica ion con ol o en leads o inc eased social anxie y le els. In compa ison, asynch onous communica ion gi es use s mo e con ol o e hei in e ac ions wi h o he s (T e ino & Webs e , 1992). The na u e o asynch onous CMC allows use s o communica e a hei own pace. Thus, asynch onous communica ion is “mo e socially desi able and e ec i e as compose s can concen a e on message cons uc ion o sa is y mul iple o single conce ns a hei own pace” (Wal he , 1996, p. 26). CMC o e s a highe le el o commu- nica ion con ol han ace- o- ace in e ac ions. The imp o ed communica ion con ol capaci y can Chen e al., Cogen Business & Managemen (2022), 9: 2133632 h ps://doi.o g/10.1080/23311975.2022.2133632 Page 4 o 17 help de elop a iendship (Shee , 2011), p o ide oppo uni ies o selec i e sel - ep esen a ion, and esul in educed anxie y (Wal he , 2007). Ins an messaging (IM) can p o ide use s wi h mo e communica ion con ol because hey can edi o il e communica ion (Shee , 2011). In addi ion, “use s can selec i ely disclose sel and maximize p esen a ional e ec i eness du ing an in e ac ion” (Shee , 2011, p. 98), in compa ison wi h ace- o- ace in e ac ions. Howe e , MIM’s ich ea u es (e.g., anima ion inse ion, a a a p esence, and ile exchange) may en ice use s o disclose oo much unin ended pe sonal in o ma- ion. Use s can hus eel social anxie y due o his beha io (Shee , 2011). I is c ucial o iden i y he ela ionship be ween LINE use and communica ion con ol. I use s belie e ha LINE ea u es could allow hem o gain p ecise con ol, i should educe online social anxie y. The p esen s udy p oposes ha : H3: Communica ion con ol capaci y has a nega i e impac on online social anxie y o use s o LINE applica ion. H4: Communica ion con ol capaci y has a posi i e impac on he in en ion o use s o adop LINE applica ion. 7. Mobili y and online social anxie y Mobili y e e s o he “mo emen o echnologies, people, se ings, e c.” (Malla e al., 2009, p. 191). Schola s and p ac i ione s ha e shown g ea in e es in unde s anding he link be ween pe cei ed use ulness and he adop ion o mobile comme ce. Mobile se ices ha e b ough con- enience o consume s. Use s could make pu chases, access bank se ices, and make pee - o-pee paymen s di ec ly h ough hei mobile de ices (Hsieh, 2007). Mobili y could be used o indica e “ he bene i s o ime and place, se ice access, and use” (Malla e al., 2009, p. 191). In o he wo ds, mobile echnology signi ican ly educes consume s’ need o a el. Fo ins ance, use s now do no ha e o a el a o mee up, wo k, o s udy. They no longe need a compu e in an o ice o a home o espond o an email; hey can simply communica e wi h colleagues, iends and amily using hei mobile phones om anywhe e. The ela ionship be ween mobili y and online social anxie y, howe e , has no been es ed empi ically. Since consume s could a oid o educe ace- o- ace in e ac ions wi h o he s and ely on mobile echnologies o comple e ansac ions and business, we p opose ha : H5: Mobili y has a nega i e impac on online social anxie y o use s o LINE applica ion. H6: Mobili y has a posi i e impac on he in en ion o use s o adop LINE applica ion. 8. Online social anxie y, adop ion in en ion and con inuance in en ion o adop MIM applica ions Online social in e ac ion led o o ela ed o lowe quali y o li e and highe dep ession (Hu chins e al., 2021; Weidman e al., 2012). A ecen s udy (Aguile a e al., 2021), ocusing on he e ec s o a ex messaging in e en ion on dep ession and anxie y du ing COVID-19, e ealed ha pa ici- pan s showed imp o ed dep ession and anxie y symp oms upon comple ion o he 60-day p o- g am. The e o e, i is possible ha use s s op using o use MIM applica ions less as hey expe ience highe dep ession om he online social in e ac ion while using he applica ions. Following his a gumen , we p opose ha : Chen e al., Cogen Business & Managemen (2022), 9: 2133632 h ps://doi.o g/10.1080/23311975.2022.2133632 Page 5 o 17 H7: Online social anxie y has a nega i e impac on in en ion o adop LINE applica ion. H8: Online social anxie y has a nega i e impac on con inuance in en ion o use LINE applica ion. Se e al s udies ocusing on con inuance usage in en ion ha e con i med ha use s’ posi i e a i ude owa ds echnology use p edic s he con inued use, o example, in he con ex o mobile shopping (Jain e al., 2022), mobile banking (Fo oughi e al., 2019), and mobile axi booking applica ion (Weng e al., 2017). TCT also posi s ha p e-adop ion a i ude and in en ion should be linked o he s udy o pos -adop ion in en ion, such as con inuance in en ion (Liao e al., 2009). Simila ly, acco ding o TAM, use s’ a i ude links di ec ly o adop ion in en ion. The e o e, in his s udy we employed adop ion in en ion as a p oxy o a i ude and use and hypo hesized ha i could posi i ely impac con inuance in en ion o use an MIM applica ion. In o he wo ds, he highe in en ion use s ha e on he use o LINE applica ion, he mo e likely hey a e o con inue using i . Thus, we p opose ha : H9: In en ion o adop LINE applica ion has a posi i e impac on he con inuance in en ion o use i . Al hough he inc eased adop ion in en ion may lead o highe con inued adop ion o MIM apps, social anxie y is o en inex icably linked o he ac i e use o hese apps (Yen e al., 2012). A ecen s udy by Keles e al. (2020) ha e shown ha he empo al ela ionships be ween ini ial use, con inued use, and social anxie y pe sis en ly exis among ac i e social media use s. Use s u n o MIM apps o o he social media o educe hei anxie y om he physical wo ld bu end up building up ano he o m o social anxie y om engaging wi h o he s on MIM apps (Bonne e e al., 2019). In o he wo ds, social anxie y could play a mode a e ole in enhancing he ela ionship be ween he in en ion o adop and con inuance in en ion o use MIM apps. Social anxie y can s imula e use s who in end o use MIM apps o spend mo e ime alking o ci cles o iends o educe hei s ess le els. Howe e , use s o MIM apps a e e y likely o ha e an e en highe s ess le el in ano he o m ha ini ially mo i a es hem o adop MIM apps (Bonne e e al., 2019). Social anxie y could be a powe ul ein o ce o mo e equen use o MIM apps. Thus, we p opose: H10: Online social anxie y has a posi i e mode a ing e ec on he ela ionship be ween he adop ion in en ion and con inuance in en ion The li e a u e e iew leads o he concep ual esea ch amewo k, shown in Figu e 1. 9. Resea ch me hodology The su ey esea ch me hod is adop ed o unde s and he in luence o online social anxie y on in en ion o adop MIM and con inuance in en ion o use i . Pa ial Leas Squa es—S uc u al Equa ion Model (PLS-SEM) is used as a me hod o e alua e measu emen s and es he p oposed hypo heses. 10. Da a collec ion Da a collec ion was conduc ed in Taiwan. O e 88% o Taiwan popula ion used LINE on a daily basis (Spence , 2021). Such a high pene a ion made i di icul o Taiwanese people o a oid communica ing online. Besides, Taiwanese use s also used LINE o wo k and o icial ma e s. Acco ding o Spence (2021), LINE is widely accep ed and conside ed a o mal communica ion channel; LINE use s conside an ag eemen made ia LINE cha a business handshake o a w i en con ac . The use o LINE o wo k/o icial ma e s may esul in highe online social anxie y han Chen e al., Cogen Business & Managemen (2022), 9: 2133632 h ps://doi.o g/10.1080/23311975.2022.2133632 Page 6 o 17 he use o communica ion wi h close iends o amilies. The e o e, he use o LINE in Taiwan is conside ed a good se ing o in es iga e an e ec o online social anxie y on MIM adop ion in en ion and con inuance usage in en ion The high pene a ion o LINE in Taiwan made con enience sampling possible wi h ela i ely high chances o each LINE use s. We hus chose o pos ou su ey on a bulle in boa d o a public uni e si y in Taiwan. Use s o he bulle in boa ds a e s uden s a ending and acul y membe s eaching in he uni e si y; hey a e all LINE use s as LINE is e y popula in Taiwan. The su ey was epos ed e e y week du ing he da a collec ion pe iod o make su e o i s isibili y and o encou age o mo e pa icipa ions. A o al o 253 subjec s pa icipa ed in he s udy, bu only 231 esponses we e e ained o he inal analysis a e emo ing 22 in alid esponses (Table 1). The esponse a e is achie ed a 91.3%. Abou 33.8% o hese subjec s a e aged 31–39 yea s old, ollowed by 30.3% o hem aged 23– 30 yea s old, 26.8% aged 18–22 yea s old, he emaining 9.1% aged 40 yea s and olde . The esponden s a e well dis ibu ed among he wo gende s; 51.1% o o al subjec s we e male, and 48.9% we e emale. Mo e han 50% o he esponden s a e hea y LINE use s, using i mo e han 5 imes a day and longe han 5 minu es each ime. Figu e 1. Resea ch model. Table 1. Demog aphical analysis Ca ego ies Va iables F equency Pe cen age (%) Age 18–22 yea s old 62 26.8 23–30 yea s old 70 30.3 31–39 yea s old 78 33.8 40 yea s and olde 21 9.1 Gende Male 118 51.1 Female 113 48.9 How many imes do you use he MIM: LINE daily? One ime 27 11.7 2–4 imes 73 31.6 5–6 imes 45 19.5 7–9 imes 20 8.7 A leas 10 imes 66 28.6 How much ime do you spend on he MIM: LINE each ime? Less han 5 minu es 53 22.9 5–10 minu es 73 31.6 10–15 minu es 34 14.7 15–20 minu es 32 13.9 Mo e han 20 minu es 39 16.9 Chen e al., Cogen Business & Managemen (2022), 9: 2133632 h ps://doi.o g/10.1080/23311975.2022.2133632 Page 7 o 17 Funding The au ho s ecei ed no di ec unding o his esea ch. Au ho de ails Cha lie Chen 1 Shanshan Lou 2 Laddawan Kaewki ipong 3 E-mail: [email p o ec ed] ORCID ID: h p://o cid.o g/0000-0002-8746-1234 1 Depa men o Compu e In o ma ion Sys ems and Supply Chain Managemen , Appalachian S a e Uni e si y, Boone, No h Ca olina, USA. 2 Depa men o Communica ion, Appalachian S a e Uni e si y, No h Ca olina, USA. 3 Cen e o Excellence in Ope a ions and In o ma ion Managemen , Thammasa Business School, Thammasa Uni e si y, Thailand. Disclosu e s a emen No po en ial con lic o in e es was epo ed by he au ho (s). 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Examining mobile ins an mes- saging use loyal y om he pe spec i es o ne wo k ex e nali ies and low expe ience. Compu e s in Human Beha io , 27(2), 883–889. h ps://doi.o g/10. 1016/j.chb.2010.11.013 Chen e al., Cogen Business & Managemen (2022), 9: 2133632 h ps://doi.o g/10.1080/23311975.2022.2133632 Page 16 o 17 © 2022 The Au ho (s). This open access a icle is dis ibu ed unde a C ea i e Commons A ibu ion (CC-BY) 4.0 license. You a e ee o: Sha e — copy and edis ibu e he ma e ial in any medium o o ma . Adap — emix, ans o m, and build upon he ma e ial o any pu pose, e en comme cially. The licenso canno e oke hese eedoms as long as you ollow he license e ms. Unde he ollowing e ms: A ibu ion — You mus gi e app op ia e c edi , p o ide a link o he license, and indica e i changes we e made. You may do so in any easonable manne , bu no in any way ha sugges s he licenso endo ses you o you use. 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