The Effect of the Qualities of Social Business Service on Social Business Performance and Continued Participation Intention

Purpose: In the rapidly growth of social business centered on social software and platform, the purpose of this study is to examine the relationship between the quality factors of social business service and the expected performance of social business service, and how those qualities are related to the continued participation intention. It’s necessary to expand and invest social business for gaining competitive advantage in corporate organization. Research design, data, and methodology: In this study, the quality factors of social business service were extracted concerning that the characteristics of social business service. And the performance of social business were summarized from the viewpoint of practical and expected performance, also continued participation intention. To reveal the structural relationship between main variables, a survey was conducted on 317 users. An EFA, CFA, and reliability analysis were performed to confirm reliability and validity. And structural equation was conducted to verify hypothesis. Results: Main results are presented as follows. First, connectedness, interactivity, and relationship have been shown to have a positive effect on collaboration culture. Second, connectedness, interactivity, relationship, and compensation were shown to have a positive effect on co-decision and co-creation. Third, all factors of the performance of Social Business were found to have a positive impact on continued participation intention. Fourth, collaboration culture, co-decision and co-creation were found to have an indirect effect between the qualities of social business service. Conclusion: This study presented the relationship between the qualities factor and the performance, performance factors and continued participation intention as well. And it could have many implications for corporate organization trying to establishing and expanding their social business as one of strategics. And also, considering its expected performance, it will be able to present quality factors that need to focus on establishing services.