Factors influencing continuance intention to use social network sites: The Facebook case |
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| Affiliation: | 1. School of Information Systems, Technology and Management, UNSW Australia, Sydney 2052, Australia;2. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing 211106, China;1. Department of Management and Entrepreneurship, Turku School of Economics, University of Turku, Turku, Finland;2. School of Computer and Information Science, Southwest University, Chongqing, China;3. School of Information Management, Sun Yat-sen University, Guangzhou, China;4. Department of Information and Service Economy, Aalto University School of Business, Helsinki, Finland;5. Department of Digitalization, Copenhagen Business School, Copenhagen, Denmark;6. Information School, Wuhan University, Wuhan, China |
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| Abstract: | Social networking sites (SNS) have become one of the most popular means of online social interaction. However, few studies have examined SNS from the context of post-adoption. This study focuses on continuance usage intention toward Facebook, a popular SNS, among university students in the United Arab Emirates. We have extended the expectation–confirmation model by investigating the influence of enjoyment and subjective norms as critical factors that directly influence continuance usage intention, and added habit as a mediator between satisfaction and continuance intention. We used structural equation modeling to validate the proposed model and hypotheses. We find that perceived usefulness, satisfaction, habit, enjoyment, and subjective norms explain 54.8% of the variance in continuance intention. Furthermore, our study shows that the effect of satisfaction on continuance intention is both direct and mediated by habit. Thus, practitioners should focus on all of these factors to encourage continuance usage intention in their site’s users. |
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| Keywords: | Expectation–confirmation model Social network sites Continuance usage intention Habit Subjective norms Enjoyment |
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