SavedAdd your journal

Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2026 / Cilt: 19 Sayı: 2

THE EFFECTS OF NETWORK EXTERNALITIES ON INDIVIDUALS' USAGE INTENTION IN MOBILE INSTANT MESSAGING APPLICATIONS

MOBİL ANLIK MESAJLAŞMA UYGULAMALARINDA AĞ DIŞSALLIKLARININ BİREYLERİN KULLANIM NİYETLERİ ÜZERİNDEKİ ETKİLERİ

Görkem Erdoğan(ANKARA BİLİM ÜNİVERSİTESİ)0000-0002-2417-2718
Pages
347–369
Publication Date
2026-05-20
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Finally, it is concluded that there is a positive and significant relationship between user satisfaction and intention to use.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In this study, it is aimed to examine the factors affecting the usage intentions of individuals who use mobile instant messaging applications in Turkey.
📊
Key Findings & Data:Data obtained from 401 participants were analyzed using AMOS 24 and SPSS 26 program.
💡
Conclusion & Impact:Finally, it is concluded that there is a positive and significant relationship between user satisfaction and intention to use.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Mobil Anlık Mesajlaşma Uygulamaları · Ağ Dışsallıkları · Kullanım Niyeti

Abstract

In this study, it is aimed to examine the factors affecting the usage intentions of individuals who use mobile instant messaging applications in Turkey. Questionnaire technique is used to examine the relationships between the variables covering the research model. Data obtained from 401 participants were analyzed using AMOS 24 and SPSS 26 program. The results of the structural equation modeling analysis indicate that perceived network size in mobile instant messaging applications has a positive effect on perceived enjoyment and connectedness, whereas it does not have a significant effect on user satisfaction. In addition, perceived complementarity is found to have significant and positive effects on perceived enjoyment, connectedness, and user satisfaction. The findings further reveal that perceived enjoyment and connectedness are positively associated with user satisfaction and intention to use. Finally, it is concluded that there is a positive and significant relationship between user satisfaction and intention to use. The results obtained are important in terms of contributing to the literature as well as pointing to new perspectives on the relations of network externalities and usage intentions in mobile instant messaging applications.

Özet

Çalışmada Türkiye’de mobil anlık mesajlaşma uygulamalarını kullanan bireylerin kullanım niyetlerini etkileyen faktörlerin incelenmesi amaçlanmaktadır. Araştırma modelini kapsayan değişkenler arasındaki ilişkileri incelemek için anket tekniği kullanılmıştır. 401 adet katılımcıdan elde edilen veriler AMOS 24 ve SPSS 26 programları kullanılarak analiz edilmiştir. Yapısal eşitlik modeli analizi sonucunda mobil anlık mesajlaşma uygulamalarında algılanan ağ boyutunun algılanan keyif ve sosyal bağlılık üzerinde pozitif yönde etkili olduğu, ancak kullanıcı tatmini üzerinde anlamlı bir etkisinin bulunmadığı saptanmıştır. Ayrıca algılanan tamamlayıcılığın algılanan keyif, sosyal bağlılık ve kullanıcı tatmini üzerinde anlamlı ve pozitif etkilere sahip olduğu görülmüştür. Algılanan keyif ve sosyal bağlılığın kullanıcı tatmini ve kullanım niyeti ile pozitif ilişkili olduğu bulgusuna ulaşılmıştır. Son olarak kullanıcı tatmini ile kullanım niyeti arasında pozitif yönlü ve anlamlı ilişkiler olduğu sonucuna ulaşılmıştır. Elde edilen sonuçlar mobil anlık mesajlaşma uygulamalarında ağ dışsallıkları ve kullanım niyetleri ilişkileri bağlamında yeni kavramsal açılımlar ortaya koyma potansiyeli taşıması ve ilgili akademik literatüre bilgi temelli bir katkı sunması açısından çalışma kayda değer bir öneme sahiptir.

🔖

Cite This Article

Erdoğan, G. (2026). THE EFFECTS OF NETWORK EXTERNALITIES ON INDIVIDUALS' USAGE INTENTION IN MOBILE INSTANT MESSAGING APPLICATIONS. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 19 Sayı: 2, 347–369. https://ajindex.com/articles/1301021

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (60)

  1. Agrebi, S., & Jallais, J. (2015). Explain the intention to use smartphones for mobile shopping. Journal of Retailing and Consumer Services, 22, 16-23.
  2. Akbıyık, M. (2023). Domestication of Whatsapp Usage and Understanding Whatsapp Groups in Terms of Group Dynamics. 100th Anniversary of the Republic Books, 19.
  3. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
  4. Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201-214.
  5. Brislin, R. W. (1980). Translation and content analysis of oral and written material. In H. C. Triandis & J. W. Berry (Eds.), Handbook of cross-cultural psychology (pp. 389–444). Allyn & Bacon.
  6. Business of Apps, (2025). Messaging App Revenue and Usage Statistics (2025). https://www.businessofapps.com/data/messaging-app-market/. Erişim Tarihi: 17.09.2025.
  7. Byrne, B. M. (1994). Structural equation modeling with EQS and EQS/Windows: Basic concepts, applications, and programming. Sage.
  8. Cho, E., & Son, J. (2019). The effect of social connectedness on consumer adoption of social commerce in apparel shopping. Fashion and Textiles, 6(1), 14.
  9. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
  10. Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International journal of information management, 30(4), 289-300.
  11. Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, phone, mail, and mixed-mode surveys: The tailored design method. Wiley.
  12. Farah, M. F., Hasni, M. J. S., & Abbas, A. K. (2018). Mobile-banking adoption: empirical evidence from the banking sector in Pakistan. International Journal of Bank Marketing.
  13. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  14. Gao, L., & Bai, X. (2014). An empirical study on continuance intention of mobile social networking services: Integrating the IS success model, network externalities and flow theory. Asia Pacific Journal of Marketing and Logistics.
  15. George, D. ve Mallery, M. (2010). Using SPSS for Windows Step by Step: A Simple Guide and Reference. Boston, MA: Allyn & Bacon.
  16. Gülşen, T. (2025). Mobile instant messaging apps: the new co-participants in face encounters in everyday life. Yeni Yüzyıl'da İletişim Çalışmaları, 3(11), 44-60.
  17. Ha, Y. W., Kim, J., Libaque-Saenz, C. F., Chang, Y., & Park, M. C. (2015). Use and gratifications of mobile SNSs: Facebook and KakaoTalk in Korea. Telematics and Informatics, 32(3), 425-438.
  18. Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.
  19. Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Pearson. Education International.
  20. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
  21. Hong, S. J., Thong, J. Y., Moon, J. Y., & Tam, K. Y. (2008). Understanding the behavior of mobile data services consumers. Information Systems Frontiers, 10(4), 431-445.
  22. Hsiao, C. H., Chang, J. J., & Tang, K. Y. (2016). Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342-355.
  23. Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55.
  24. Katz, M. L., & Shapiro, C. (1985). Network externalities, competition, and compatibility. The American economic review, 75(3), 424-440.
  25. Kim, C., Mirusmonov, M., & Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in human behavior, 26(3), 310-322.
  26. Knop, K., Öncü, J. S., Penzel, J., Abele, T. S., Brunner, T., Vorderer, P., & Wessler, H. (2016). Offline time is quality time. Comparing within-group self-disclosure in mobile messaging applications and face-to-face interactions. Computers in human behavior, 55, 1076-1084.
  27. Koçak, A., & Vergiveren, Ö. Y. (2019). Group-based communication: Contents and practices of Whatsapp group use by generations and genders. Online Journal of Communication and Media Technologies, 9(4), e201922.
  28. Lee, R. M., Draper, M., & Lee, S. (2001). Social connectedness, dysfunctional interpersonal behaviors, and psychological distress: Testing a mediator model. Journal of Counselling Psychology, 48(3), 310–318.
  29. Lin, C. P., & Bhattacherjee, A. (2008). Elucidating individual intention to use interactive information technologies: The role of network externalities. International Journal of Electronic Commerce, 13(1), 85-108.
  30. Lin, K. Y., & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in human behavior, 27(3), 1152-1161.
  31. Lu, Y., Deng, Z., & Wang, B. (2010). Exploring factors affecting Chinese consumers' usage of short message service for personal communication. Information Systems Journal, 20(2), 183-208.
  32. Lyu, T., Guo, Y., & Chen, H. (2024). Understanding people's intention to use facial recognition services: the roles of network externality and privacy cynicism. Information Technology & People, 37(3), 1025-1051.
  33. Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Information & management, 38(4), 217-230.
  34. Mutlu, M. H., & Der, A. (2017). Unified theory of acceptance and use of technology: The adoption of mobile messaging application. Megatrend revija, 14(1), 169-186.
  35. Natarajan, T., Balasubramanian, S. A., & Kasilingam, D. L. (2017). Understanding the intention to use mobile shopping applications and its influence on price sensitivity. Journal of Retailing and Consumer Services, 37, 8-22.
  36. Ogara, S. O., Koh, C. E., & Prybutok, V. R. (2014). Investigating factors affecting social presence and user satisfaction with mobile instant messaging. Computers in Human Behavior, 36, 453-459.
  37. Oghuma, A. P., Chang, Y., Libaque-Saenz, C. F., Park, M. C., & Rho, J. J. (2015). Benefit-confirmation model for post-adoption behavior of mobile instant messaging applications: A comparative analysis of KakaoTalk and Joyn in Korea. Telecommunications Policy, 39(8), 658-677.
  38. Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F., & Chang, Y. (2016). An expectation-confirmation model of continuance intention to use mobile instant messaging. Telematics and Informatics, 33(1), 34-47.
  39. Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing.
  40. Pang, H., Qiao, Y., Li, Y., & Wang, L. (2024). Do network externalities and perceived gratifications boost WeChat continued use? Acta Psychologica, 251, 104610.
  41. Pang, H., Ruan, Y., & Wang, Y. (2023). Unpacking detrimental effects of network externalities on privacy invasion, communication overload and mobile app discontinued intentions: A cognition-affect-conation perspective. Behavioral Sciences, 13(1), 47.
  42. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.
  43. Sekaran, U. (2003). Research Methods for Business: A Skill Building Approach (4th edition), New York, Jonh Willey & Sons.
  44. Sinch, (2025). The most popular messaging apps in the world by country. https://sinch.com/blog/most-popular-messaging-apps-by-country/. Erişim Tarihi: 16.01.2026.
  45. Statista, (2025). Most popular global mobile messenger apps as of February 2025, based on number of monthly active users. https://www.statista.com/statistics/258749/most-popular-global-mobile-messenger-apps/. Erişim Tarihi: 16.09.2025.
  46. Strader, T. J., Ramaswami, S. N., & Houle, P. A. (2007). Perceived network externalities and communication technology acceptance. European journal of information systems, 16(1), 54-65.
  47. Sun, Y., Liu, D., Chen, S., Wu, X., Shen, X. L., & Zhang, X. (2017). Understanding users' switching behavior of mobile instant messaging applications: An empirical study from the perspective of push-pull-mooring framework. Computers in Human Behavior, 75, 727-738.
  48. Thakur, R. (2018). The role of self-efficacy and customer satisfaction in driving loyalty to the mobile shopping application. International Journal of Retail & Distribution Management.
  49. Tseng, F. C., Cheng, T. C. E., Li, K., & Teng, C. I. (2017). How does media richness contribute to customer loyalty to mobile instant messaging?. Internet Research.
  50. Tseng, F. C., Pham, T. T. L., Cheng, T. C. E., & Teng, C. I. (2018). Enhancing customer loyalty to mobile instant messaging: Perspectives of network effect and self-determination theories. Telematics and Informatics, 35(5), 1133-1143.
  51. TÜİK, (2024). Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması, 2024. Türkiye İstatistik Kurumu. https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2024-53492. Erişim Tarihi: 27.09.2025.
  52. TÜİK. (2025). Adrese Dayalı Nüfus Kayıt Sistemi Sonuçları. Türkiye İstatistik Kurumu. https://data.tuik.gov.tr/Bulten/Index?p=Adrese-Dayali-Nufus-Kayit-Sistemi-Sonuclari-2024-53783
  53. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
  54. Yang, H. C. (2013). Bon Appétit for apps: young American consumers' acceptance of mobile applications. Journal of Computer Information Systems, 53(3), 85-96.
  55. Yenilmez, G. K. (2023). The role of online communication platforms in maintaining social connectedness when face to face communication is restricted. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (51), 421–436.
  56. Yoon, C., Jeong, C., & Rolland, E. (2015). Understanding individual adoption of mobile instant messaging: A multiple perspectives approach. Information Technology and Management, 16(2), 139-151.
  57. Zhao, L., & Lu, Y. (2012). Enhancing perceived interactivity through network externalities: An empirical study on micro-blogging service satisfaction and continuance intention. Decision support systems, 53(4), 825-834.
  58. Zhou, T., & Lu, Y. (2011). Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience. Computers in Human Behavior, 27(2), 883-889.
  59. Zhou, T., Li, H., & Liu, Y. (2015). Understanding mobile IM continuance usage from the perspectives of network externality and switching costs. International Journal of Mobile Communications, 13(2), 188-203.
  60. Sinch, (2025). The most popular messaging apps in the world by country. https://sinch.com/blog/most-popular-messaging-apps-by-country/. Erişim Tarihi: 16.01.2026.