Article ID Journal Published Year Pages File Type
350087 Computers in Human Behavior 2015 9 Pages PDF
Abstract

•Factors influencing continuance intention to use Facebook are examined.•Satisfaction and perceived usefulness influence continuance intention.•Enjoyment and subjective norms influence continuance intention.•Habit mediates the relationship between satisfaction and continuance intention.

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.

Related Topics
Physical Sciences and Engineering Computer Science Computer Science Applications
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