Zhou and Lu (2011) stated that flow experience positively affects users’ continuance intention. Because a user finds the flow experience in using a certain mobile SNS to be satisfying, the user will most likely continue the usage which thus promotes loyalty. Deng, Turner, Gehling and Prince (2010) noted that a users’ satisfaction further determines their continuance usage of mobile Internet services. Similarly, Hausman and Siekpe (2009) found that flow affects online consumers’ purchase and return intention in a different study. Understanding the influence of flow on the trusting belief-loyalty relationship can therefore ensure positive loyalty outcomes (Gupta & Kabadayi, 2010). Therefore, it is proposed that:
H7. Perceived flow is a determinant of loyalty.
A survey comprising a total of 200 questionnaires was conducted at the Universiti Malaysia Sabah Labuan International Campus from January 26 to January 28 of 2011. They were university students randomly intercepted in the university campus who have at least a social networking site account such as Facebook, MySpace, Twitter or LinkedIn and have experience browse it via mobile phone. This activity is popular among the youth today. Only respondents that possessed this requirement were permitted to fill out the questionnaires. The questionnaires were in the form of hardcopies and distributed by hand. The questionnaires were developed to consist of three parts, which are Part A -Demographic Profile, Part B – Mobile Social Networking Services (SNS) Experiences and Part C -Effect of Flow Experience on Mobile SNS Users’ Loyalty. Part A questioned on respondent’s gender, age, education level and monthly income or allowance. Part B presented questions on the amount of time mobile SNS used in a week, experience of mobile SNS usage, and the most frequently visited mobile SNS. The questions in Part C associated with the perceptual variables on mobile SNS which aimed to measure their perceived enjoyment, control and attention focus, as aspects of the software interaction concept of flow. Users were also asked to rate the system quality and information quality, as well as rate their trust and loyalty. All measurement items were adapted from the research literature previously discussed (see Table 1) and were measured on a seven-point Likert scale, ranging from “strongly disagree” (1) to “strongly agree” (7).
Table 1 – Measurement of variables
The correlations between these user perceptual variables were then analyzed and various causal relations deduced using multiple regression analysis method via Statistical Package for Social Sciences (SPSS) computer program version 17. It is a flexible method of data analysis whenever a dependent or criterion variable is to be examined in relationship to several independent or predictor variables (Berger, 2003).