Wong and Hsu (2008) mentioned that the quality of the information posted on the company website or mobile portal has a direct impact on potential customers’ perception of its products and services. In another study of mobile banking, Luo, Li, Zhang, and Shim (2010) mentioned that potential users who have insufficient information may vary in their readiness to trust wireless banking facilities in the open airwaves. Thus, if the information quality of mobile SNS are perceived as good, a user will have higher trust in the mobile SNS platform. When the individual feels a system is useful, he or she thinks positively about it (Davis, 1989). Likewise, Sledgianowski and Kulviwat (2009) found that user’s thinking as to the usefulness of a system has great influence and is positively related to adoption of information technology. Therefore, it can be said that a mobile SNS platform that has good system quality will generate higher user trust.
Jung, Perez-Mira and Wiley-Patton (2009) who stated that content is a significant determinant of mobile TV user’s flow experience. Apart from that, Pilke (2004) found that informative and pleasant visualization was quite frequently mentioned in by participants as an element that facilitates flow. Thus, if the information provided via the mobile SNS are accurate and of high quality, users will have a better perceived flow. Zhou, Li and Liu (2010) noted that mobile SNS platforms that are unreliable and have slow responses or where services are abruptly interrupted will seriously affect users’ experience including enjoyment, attention focus and control which are the three reflective dimensions of flow. Pilke (2004) found that visually pleasant user interface is seen as more potentially flow inducing than other variables. In another study, Hoffman and Novak (1997) supports that the goal of user interaction design in a commercial website is to facilitate flow experience. Hence, a mobile SNS designed to provide high system quality can exert a determinant on a users’ perceived flow.
On a trusted site, because users assume the authenticity of the online service, they will not waste time and cognitive effort and thus experience higher ease of use (Shin, 2010). Derived from this supporting statement is a user will thus increase their perceived control which is a positive perceived flow factor. This finding also supports previous research on trust, as users reported that being confident was important and stressed the value of being able to explore new things in online environments (Hassanein & Head, 2007). Thus, if users trust the mobile SNS provider, they are more likely to have a better perceived flow compared to those in doubt.
Doney and Cannon (1997) suggested that trust has been brought forward as a development for long-term customer relationships. Correspondingly, Gupta and Kabadayi (2010) suggested that trust beliefs affect users’ loyalty towards websites. Thus, it can be said that a high perceived user trust on a certain mobile SNS platform will ensure customer loyalty. Compared to the effect of perceived user trust, perceived flow has a larger effect, indicating perceived flow as the strongest determinant of users’ loyalty. Parallel to this finding is by Palka, Pousttchi and Wiedemann (2009), stated that providing users with a good experience will promote their continuance usage and generate positive word-of-mouth. Kim and Son (2009) revealed the significant effect of net benefits, including perceived usefulness and satisfaction, on user loyalty towards online services. Also consistent to Zhou et al. (2010), improving user experience is one of the main ways to enhance his/her loyalty towards mobile SNS. Consequently, if a user finds that the perceived flow that can be derived from a mobile SNS provider to be above satisfactory, there are high possibilities that the user will stay loyal.