부산대학교 도서관

With the rapid growth of social media use, the demand for both photo & video editing apps is also continuously growing. Many mobile app developers joined this industry and figured out the ways to keep their users engaged and continuance usage. One of the strategies is to incorporate social community functions into their apps for enhancing user experience and interaction. However, literature regarding how the in-app community will affect mobile apps users’ perception and behavior is very limited. Therefore, by drawing on the uses and gratifications theory, this study aims to bridge this gap and seeks to enhance our knowledge on the gratifications obtained in the context of in-app community for photo & video editing apps via introducing the sense of community into the association between gratifications obtained (social, utilitarian, and hedonic gratifications) and behavioral outcomes (continued use intention and Word-of-mouth intention). That is, the findings of this study help us understand which factors users are concerned about when using the in-app community features.