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New Insights For The Zoom Platform–Motivations Behind Reuse Intention

Author

Listed:
  • ANDREEA-IOANA ROMONTI-MANIU

    (Faculty of Economics and Business Administration, BabeÈ™-Bolyai University, Cluj-Napoca, Romania)

Abstract

Video communication platforms have steadily risen in popularity in the last two decades, experiencing an exponential growth beginning with 2020 due to the Covid-19 pandemic. The main goal of this study was to explore the mechanism through which antecedents represented by utilitarian value, satisfaction, and privacy risk influence the reuse intention of the Zoom communication platform. A sample of 421 Romanian persons in the 18-26 age group was formed and data were collected using an online survey. Accounting for the reflective nature of the factors considered in this study, data analysis involved covariance-based structural equation modeling done in AMOS. Findings show that while utilitarian value and satisfaction both positively affect reuse intention, privacy risk negatively influences the same behavior. Thus, researchers and practitioners can better comprehend elements determining users’ loyalty of the Zoom platform.

Suggested Citation

  • Andreea-Ioana Romonti-Maniu, 2021. "New Insights For The Zoom Platform–Motivations Behind Reuse Intention," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    • Handle: RePEc:bbn:journl:2021_1_2_maniu
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    File URL: https://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_1_2021.pdf
    File Function: Revised version, 2021
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    More about this item

    Keywords

    Zoom platform; utilitarian value; satisfaction; privacy risk; reuse intention;
    All these keywords.

    JEL classification:

    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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