Social network sites (SNSs) have grown rapidly in recent years. More and more companies have used SNSs as part of their business strategy. SNSs offer numerous advantages, especially in enhancing communication. SNSs have a potential as a new complaint channel for young customers to file their complaints to companies. The objective of this study is to investigate the acceptance of SNSs as complaint channel based on TAM. A structured questionnaire was distributed to young participants, which collected 222 valid questionnaires. Furthermore, structural equation modeling was utilized to investigate the structural model. The results revealed that perceived ease of use and perceived usefulness have a positive correlation on the attitude towards SNSs. While the attitude plays an important role in understanding customers’ intention to use SNSs to voice complaints. However perceived usefulness has no significant impact on intention to use. Limitations and further research were also discussed.
The Effects of Site Quality, Personal Characteristic, and Relationship Benefit on the Continuance Intention to Use Social Network Services through Relationship Quality
