Drivers of Social Media Networking Site Continuance Intention in Jordan and South Africa

Abstract

The present study integrates perceived service quality and national cultural dimensions into the expectation-confirmation model (ECM) to ascertain the antecedents of user satisfaction and continuance use of SNSs, and tested the moderating role of culture on the strengths of relationships in our adapted ECM. Data for empirical testing of the research model, using a Partial Least Squares (PLS) structural equation modelling technique with multi-group analysis, were obtained from 987 SNS users in Jordan and South Africa. Our findings suggest that, although there are differences in the path estimates of users in these contexts, these differences are not statistically significant, implying that cultural factors are not salient considerations for promoting SNS users’ satisfaction and continuance use intention. Implications of these findings for theory and practice are discussed.

Cultural Communication Field Risk Challenges and Countermeasures Based on Artificial Intelligence Algorithms

“…(2) The negative impact of AI in the field of cultural promotion needs to be evaluated As one of the future development directions, AI algorithms need to take into account certain socio-political and cultural factors while performing deep processing of cultural information. In reality, there are many problems in the process of AI in the collection and dissemination of cultural information that have yet to be solved by research [11][12]. First, the trust in the algorithm is not high.…”