Online Social Networking Sites Continuance Intention: A Model Comparison Approach

Retaining existing users and letting them continue to use the current social networking sites (SNSs) have become increasingly challenging for developers. This study takes a model comparison approach to investigate this important issue. Based on technology acceptance model, self-determination theory, and net-valence model, our study develops four models that explain individuals’ continuance intention. Based on the data collected from U.S. SNS users, all four models can predict individuals’ intention reasonably well, and net-valence model with perceived benefits and risks as second-order constructs explains the largest amount of variance of SNS continuance intention. This study is among the first model comparison studies in the SNS continuance area. It is also among the first to apply self-determination theory and net-valence model to investigate SNS continuance.     

Understanding the Role of Conscious and Automatic Mechanisms in Social Networking Services: A Longitudinal Study

Given the proliferation of social networking sites (SNSs), it has become important to understand users’ continued attraction and usage of them. Previous works on information systems (IS) and marketing have paid little attention to the role of automatic mechanisms in frequently used IS such as mobile applications and SNSs. We develop an integrated framework to examine the effects of conscious and automatic mechanisms on SNS users’ postadoption behaviors. Considering the unique characteristics of SNSs, we posit user satisfaction, trust in an SNS provider, and prior SNS use as key drivers accelerating the development of SNS habitual use. Longitudinal data collected from 250 Facebook users were tested against the research model using partial least squares. The findings showed that SNS continuance usage is shaped by automatic factor as well as by reasoned conscious factor. In particular, SNS continuance usage is largely explained by SNS habit. User satisfaction, trust in an SNS provider, and prior SNS use were found to be the key enablers of developing SNS habit. Moreover, the analysis results clarify the exact role of relationship management, self-presentation, perceived enjoyment, and trust in an SNS provider in users’ decision-making processes. Implications for research and practice are described.     

Understanding How People Select Social Networking Services: Media Trait,Social Influences and Situational Factors

Social networking services (SNSs) have become very popular, and many Internet users use two or more SNSs. However, little research has been done to understand how and when users select multiple SNSs in series. This study investigates Internet users’ SNS selection behavior in daily life. We adopt the notion of media repertoire to explore how Internet users select SNSs in combination, and we adopt uses and gratifications theory to identify the values that drive these users to choose specific SNSs. We interviewed 40 Taiwanese people to explore the media traits, situational factors and social influences that affect users’ SNS selection behavior. The findings of this study can help SNS companies to improve SNS functions, and help marketers devise marketing strategies for target audiences and find suitable SNS platforms on which to communicate with consumers.     

Examining the Effects of Passive WeChat Use in China

ABSTRACT

Passive usage of social network services (SNSs) refers to individuals’ browsing behavior and information consumption without active interaction with other SNS users. Using the data collected from 295 users of WeChat, the most popular SNS in China, the authors identify two types of passive use and test their different consequences. Confirmatory factor analysis in Study 1 shows passive WeChat use includes two subdimensions, namely, passive social and nonsocial use. Passive social use means browsing friends’ posts, whereas passive nonsocial use refers to browsing information on WeChat official accounts. The partial least squares structural equation modeling results in Study 2 suggest that both social and nonsocial use have positive effects on users’ social capital and online well-being, and further increase their continuance usage of SNSs. However, passive social use is also associated with users’ depressed mood, which in turn decreases their continuous usage intention. Theoretical and practical implications are discussed.     

Political mobilization through social network sites: The mobilizing power of political messages received from SNS friends

Recent political communication scholarship has examined whether social network sites (SNSs) contribute to political participation. Regarding SNSs’ mobilization effect, however, mixed results have been reported. This study, relying on representative survey data from the 2012 South Korean general election, investigates interplay between three factors influencing electoral participation: (1) type of SNS use (i.e., political versus nonpolitical use), (2) user characteristics (i.e., past voters versus nonvoters), and (3) directionality of SNS messages (i.e., messages received from versus those sent to SNS friends). Results indicate SNSs’ mobilization effect emerges when conditions are met. Voting intention is increased among past nonvoters who use SNSs through political messages received from their SNS friends. Theoretical and practical implications of SNSs’ mobilization effect are discussed.     

Predicting Asian undergraduates’ intention to continue using social network services from negative perspectives

With the maturity of the social network service (SNS) market, the increasing sophistication of its customer or user base, and the growing intensity of competition, SNS success has now become a pressing issue. Understanding the antecedents of continuance intention is the first step to assure the success of an SNS. This study proposed a model to examine the key drivers of users’ intention to continue using SNSs from negative standpoints. The developed research model was empirically validated using the responses from a field survey of 236 Asian undergraduates. The results revealed that normative pressure and fatigue are the main determinants of the users’ intention to continue using SNSs. Moreover, the findings showed that satisfaction is a major determinant of fatigue, whereas negative critical incidents are crucial predictors of satisfaction. The negative critical incidents experienced when undergraduates use services include rumour dissemination, advertising interference, and low ease of use. The implications of the present findings for research and managerial practice were analysed and discussed.     

The Janus face of Facebook: Positive and negative sides of social networking site use

There is an increasing awareness that social networking site (SNS) use includes a socio-psychologically positive and a negative side. However, research remains largely silent on which side dominates in driving SNS use. To address this gap and to better understand the nature of SNSs we examine the positive and negative drivers of SNS use in parallel. We draw on the uses and gratifications theory and place social enhancement and interpersonal connectivity as the socio-psychologically positive gratifications and exhibitionism and voyeurism as the adverse gratifications predicting SNS use. We further link these gratifications to two key psychological needs, namely self-presentation and the need to belong. We conceptualize our dependent variable, SNS use, as a multi-dimensional second-order construct that consists of content production, content consumption, amount of usage, and comprehensiveness of one's profile information. We use longitudinal data from Facebook users to test our research model. The results show that exhibitionism, voyeurism and interpersonal connectivity predict SNS use. Furthermore, the number of friends in the SNS decreases the effect of exhibitionism and increases the effect of social enhancement. Altogether, the role of exhibitionism and voyeurism in predicting SNS use underscores the need for increased awareness of the socio-psychologically dark side of SNSs.     

How to unite the power of the masses? Exploring collective stickiness intention in social network sites from the perspective of knowledge sharing

This study aims to investigate users’ knowledge-sharing intention and collective stickiness intention towards social network sites (SNS). SNS offer an opportunity for users to interact and form relationships, while knowledge is accrued by integrating users’ information, experience, and practice. However, there have been few systematic studies that question why people use SNS to share knowledge. We adopt social capital theory, social identity theory, as well as use and gratification theory, to explore the determinants of members’ knowledge-sharing intention in using SNS. The survey was conducted on two education virtual communities (VCs) on Facebook, of which most members were teachers and educators. Data analysis was executed to validate our research model, and SmartPLS was used to analyse users’ collective stickiness intention. The results show that social capital and social identity have an impact on teachers’ knowledge-sharing intention, which, in turn, influences collective stickiness intention towards SNS. Our findings can not only help researchers interpret why members share their knowledge in VCs, but can assist practitioners in developing better SNS strategies as well.     

Exploring users’ switching intention and behavior on social networking sites: Linear and nonlinear perspectives

The increasing integration of computers and networks into society has profoundly affected our lives in recent years. In Taiwan, use of SNSs – especially Facebook – has become the main action for the Internet users; accordingly, a number of scholars have explored people's intention to use, or actual use of, SNSs. However, few studies have investigated how and why users stop using one SNS and begin using another from the linear perspective. The findings are incomplete for the human behaviors which are complex and nonlinear systems. The purpose of this study is therefore to explore the relationship between SNS users’ switching intention and switching behavior based on structural equation modeling (SEM) and cusp catastrophe model (CCM). The key factors for the switching intentions and behaviors of SNS users were examined through empirical research, and a structural model was established. The model, which involved habits as a mediating factor, was used to conduct a qualitative and quantitative analysis on the switching behaviors of SNS users from a nonlinear perspective. This model will provide a new method for future researchers to analyze nonlinear behaviors as well as a dynamic decision support model for service providers to improve their business operation.     

Why do users continue using social networking sites? An exploratory study of members in the United States and Taiwan

In this paper, we draw on an extended Uses and Gratifications Theory (UGT) to explore factors that affect members’ continued use intention toward Social Networking Sites (SNSs). We also theorize about the intricate relationships among a variety of UGT constructs. Further, we conduct this research in a global context by comparing SNS use in the United States and Taiwan. Empirical survey data are collected to validate the research model, and several intriguing findings are observed. Our research results indicate that four determinants, i.e., gratifications, perceived critical mass, subjective norms, and privacy concerns, influence SNS users’ continuance intention and that regional differences moderate the effects of both gratifications and privacy concerns on continuance intention. Our study makes noticeable contributions to the literature on UGT and SNSs. The findings reported also inform service providers in developing better strategies for member retention.     

The bittersweet escape to information technology: An investigation of the stress paradox of social network sites

It seems counterintuitive for people to continue using Social network sites (SNSs) despite the stress they cause. This study addresses this issue by suggesting that a stress paradox exists on SNSs, and by developing process and variance theoretical models to explain this new type of IT-duality. It argues that SNS use occurs as a coping strategy that people adopt to deal with life-stress. It also argues that SNSs are stressful, due to more than excessive demands, since SNS use also involves privacy threats. An online survey of 633 Facebook, Instagram and Snapchat users provide support for the study’s main premise.     

Retaining and attracting users in social networking services: An empirical investigation of cyber migration

Users are the most critical strategic resource of any online social networking service (SNS). This paper offers strategic recommendations for SNS providers based on an empirical study exploring why users switch from a primary SNS to others. We first identify important characteristics that combine to distinguish SNSs from conventional information systems, then develop a “cyber migration” research model that includes push, pull and mooring factors which influence user intention to switch from one SNS to another. Findings from a field survey of 180 users reveal four significant factors that promote switching: dissatisfaction with socialization support, dissatisfaction with entertainment value, continuity cost, and peer influence. Strategies grounded in these factors are suggested for SNS providers to better attract and retain users.     

Continuance usage of corporate SNS pages: A communicative ecology perspective

This study develops a research model that explains the continuance of corporate social network service (SNS) pages. In order to find antecedents that influence end users’ continuance intention, this study adopts communicative ecology theory from media and communication studies. Results indicate that the quality of social interaction is the most salient feature, as indicated by the fact that it has the highest impact on perceived usefulness and enjoyment. Moreover, content quality also increases both perceived usefulness and enjoyment, while SNS platform quality and service quality increase perceived usefulness only. In addition, perceived network size moderates the impact of social interaction quality on perceived enjoyment.     

Obstacles to social networking website use among older adults

Social networking websites (SNSs) have become popular among younger adults, but internet-using older adults have not adopted this communication medium nearly as quickly ( and ). This study seeks to understand what factors encourage or discourage older adults from using SNS, like Facebook, to help understand what may be done to ensure both generations have communication media over which they enjoy and feel comfortable communicating. Using the Technology Acceptance Model (TAM;  and ) as a framework, 124 internet-using older adults aged 60–90, completed attitudinal measures of perceived usefulness of SNS, perceived ease of use of websites, social pressures to use SNS, and trust in SNS, as well as behavioral measures of current internet use, SNS use, and intention to use SNS in the future. Regression analyses revealed significant predictors of SNS include perceived usefulness, trust in SNS, and frequency of internet use. Unexpectedly, factors of ease of use and social pressures were not significant predictors. Implications for the TAM and for individuals with an interest in getting older adults to use SNS are discussed.     

User adoption of social networking sites: Eliciting uses and gratifications through a means–end approach

This research examines users’ motives for adopting and using social networking sites (SNSs), with the aim of providing a better understanding of the fundamental reasons behind SNS adoption behavior. To uncover the relationship between the attributes of SNSs and users’ perceptions of their consequences and values, this study integrates a means–end approach with uses and gratifications theory and thereby extends the technique to a communication media selection context. Laddering interviews identify users’ perceptions of five attributes, 10 consequences, and four values associated with SNS adoption (i.e., Facebook). The results show that belonging, hedonism, self-esteem, and reciprocity are the four main values users attain through SNS adoption. Furthermore, the chains associated with SNS adoption can be represented in a hierarchical value map. This study should help practitioners design online communication platforms that more closely fit their users’ needs and provide users with safer, more friendly, and thus more attractive environments.     

Responses to an advergaming campaign on a mobile social networking site: An initial research report

Advergames are a form of branded entertainment that feature advertising messages, logos, and trade characters in a game format. This paper reports a preliminary examination on the effects of an advergame on perceived brand value in a context of mobile social networking sites (SNSs). Drawn upon categorization theory, the study posits that, while mobile SNS engagement stimulates electronic word-of-mouth (eWOM) intention among game players, perceived brand-game fit also drives eWOM intention, which in turn positively affects perceived brand value. Furthermore, perceived brand-game fit is contemplated to be a direct driver of perceived brand value. A research model is validated by a large-scale online survey. Using a real promotional campaign for a popular consumer good (Procter & Gamble’s Pringles), the authors create an advergame for one of the most popular mobile SNSs in Japan. The results from structural equation modeling corroborate all hypothesized relationships. This article closes with some theoretical and managerial implications, as well as recognition of important limitations.     

The push,pull and mooring effects in virtual migration for social networking sites

Social networking sites (SNSs) have become increasingly common in recent years, and their use has become integrated into the daily lives of millions of people across the world. Attracting new users and retaining existing ones are critical to the success of SNS providers. This study applies the push‐pull‐mooring model of the migration theory to improve our understanding of factors that influence the switching behavior of SNS users. Following the migration theory, this study empirically examines the three categories of antecedents for SNS switching intention: push (i.e., dissatisfaction and regret), pull (i.e., alternative attractiveness), and mooring (i.e., switching costs) factors. The results show that the three categories of factors had varying degrees of effects on switching intention. Additionally, the strong moderation effects of both pull and mooring factors help answer the question why switching does not necessarily occur when push factors are in effect. Managerial implications are provided.     

The reciprocal effects of social network site use and the disposition for self-disclosure: A longitudinal study

Since the advent of social network sites (SNSs), scholars have critically discussed the psychological and societal implication of online self-disclosure. Does Facebook change our willingness to disclose personal information? The present study proposes that the use of SNSs and the psychological disposition for self-disclosure interact reciprocally: Individuals with a stronger disposition show a higher tendency to use SNSs (selection effect). At the same time, frequent SNS use increases the wish to self-disclose online, because self-disclosing behaviors are reinforced through social capital within the SNS environment (socialization effect). In a longitudinal panel study, 488 users of SNSs were surveyed twice in a 6 months interval. Data were analyzed using structure equation modeling. The proposed reciprocal effects of SNS activities and self-disclosure were supported by the data: The disposition for online self-disclosure had a positive longitudinal effect on SNS use which in turn positively influenced the disposition for online self-disclosure. Both effects were moderated by the amount of social capital users received as a consequence of their SNS use.     

The effects of SNS communication: How expressing and receiving information predict MERS-preventive behavioral intentions in South Korea

Individuals use social network sites (SNSs) as an effective tool for communicating relevant information with others during the outbreak of infectious diseases. However, little is known about the underlying mechanism through which communicative behaviors influence preventive behaviors. Thus, in the context of Middle East respiratory syndrome (MERS) in South Korea, this study investigated how two communicative behaviors (message expression and reception) in SNSs affected the communicators’ intentions to engage in MERS-preventive behaviors. Using data collected from a nationally representative panel survey of 1000 Korean adults aged 19 or older, we examined a theoretical expression and reception effects model. Results support the presence of effects from expressing and receiving MERS-related information via SNSs and their underlying mechanism during South Korea’s MERS outbreak. Public health officials and communication professionals should actively use SNS communication in coping with public health crisis caused by emerging infectious diseases.     

How behaviors on social network sites and online social capital influence social commerce intentions

Following the fast growth of social network sites (SNSs) such as Twitter, LinkedIn, and Facebook in the cyber world, social commerce has become an important emerging issue in these SNS. The study aims to comprehend the antecedents for SNS users’ social commerce intentions (SCI). This study applied SNS behavior and social capital theory to investigate how these factors influence SCI. Each of the three constructs was further decomposed into two first-order constructs, participating and browsing for SNS behavior, bonding and bridging social capital for social capital, and giving and receiving for SCI. The results, which were based on 970 effective samples of Facebook users, supported several findings. Both SNS behavior and social capital affect SCI, while the relationship between SNS behavior and SCI is partially mediated by the bonding and bridging social capital. In addition, browsing and participating behaviors have significantly positive relationships with bonding and bridging social capitals, respectively. All of the relationships between first-order constructs tested significant, with the single exception that browsing of SNS behavior did not lead to the giving of SCI. This study also applied post hoc analysis for better understanding SCI on SNSs. The results showed that browsing of SNS behavior has a stronger impact than participating of SNS behavior on either bonding or bridging social capital. In addition, bridging social capital has a stronger influence than bonding social capital on the giving intention of social commerce. Theoretical contributions and managerial implications are also discussed to provide several future research directions and suggestions for scholars and SNS operators, respectively.