Understanding Users’ Continuance of Facebook

Chia‐Lin Hsu · Couchen Wu

23 citations0/0 files storedInternational Journal of Virtual Communities and Social Networking

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Innovative Human-Technology Interaction

Abstract

The purpose of this study is to develop an integrated model designed to examine users’ continuance of Facebook based on the unified theory of acceptance and use of technology (UTAUT), the expectation disconfirmation model (EDM), and flow theory. Empirical data collected from 482 users who have experience with Facebook are subjected to structural equation modeling based on the proposed research model. Results show that users’ continuance intention of Facebook is determined by social influence, performance expectancy, effort expectancy, flow experience, and satisfaction. Satisfaction is significantly affected by flow experience and disconfirmation. Results also suggest that effort expectancy is positively related to flow experience. Based on the findings, managerial implications are discussed in this paper and directions for future research are also highlighted.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 2003User Acceptance of Information Technology: Toward A Unified View1 1980Understanding Attitudes and Predicting Social Behavior 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 2007The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites 2001Understanding Information Systems Continuance: An Expectation-Confirmation Model1 1975Beyond boredom and anxiety

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