An Empirical Examination of Factors Affecting Continuance Intention Towards Social Networking Sites

Abstract

This study examines the factors that affect consumer continuance intention to use social networking sites as a business tool. Using the Technology Acceptance Model (TAM) as the theoretical framework, the researcher tested the research model and related hypotheses using structural equation modelling. The results from a survey of 304 Facebook users in Saudi Arabia indicate that trust, perceived usefulness, and perceived enjoyment had significant positive effects on behavioural intention to continue to use social networking sites. Furthermore, perceived ease of use was found to have a significant positive effect on perceived usefulness, perceived enjoyment, and trust. Discussion of the findings and research contribution as well as limitations and future research directions are presented.

What Motivates People to Pay for Online Sports Streaming? An Empirical Evaluation of the Revised Technology Acceptance Model

“…Combining perceived enjoyment, Perceived usefulness, perceived enjoyment, and satisfaction were positively related to the intention to pay for livestream sports broadcasts online. Congruent with previous studies (Van der Heijden, 2003;Abed, 2016), the results of this study supported the hypothesis that perceived enjoyment has a positive effect on users' payment intentions, and further confirmed that perceived enjoyment is the most significant factor in motivating payment intention. The impact of users' perceived enjoyment of livestream sports broadcasts for pay appear to be stronger when there are no free broadcast alternatives unavailable.…”

“…These studies confirmed the mediating effect between perceived ease of use and behavioral intention of perceived enjoyment (Van der Heijden, 2003). The results confirmed that the intention to use a hedonic system is mostly influenced by enjoyment (Dickinger et al, 2008;Abed, 2016;Moghavvemi et al, 2017). Congruent with the previous literature, this study posited the following hypotheses: H3.…”

“…As with the relationship between perceived ease of use and perceived usefulness, the easier the system is to use, the more enjoyable it can be ( Van der Heijden, 2003). The results of numerous empirical studies provided evidence that perceived ease of use is an essential factor in determining users' enjoyment of using systems (Dickinger et al, 2008;Abed, 2016). As such, this study proposes: H2B.…”

“…However, prior studies have produced no reliable evidence to indicate a significant relationship between perceived usefulness and an attitude toward using a new technology (Rafique et al, 2020;Lin et al, 2021). Congruent with these studies, the attitude was removed from the original TAM to confirm the relationship between external variables (e.g., perceived usefulness and perceived ease of use) and behavioral intention to use in the present research (Rauniar et al, 2014;Abed, 2016). Instead, we added an intrinsic motivation variable-perceived enjoyment-to develop a more convincing explanation of what might affect the behavioral intention of the hedonic system (Dickinger et al, 2008;Vladova et al, 2021).…”

Twitter: The Framing process on Twitter by the analysis of Vision 2030 in Saudi Arabia

“…Saudi Arabian citizens use social media for a number of reasons including information gathering, however, it can also be used as a battleground. Abed (2016) acknowledges that a survey of 304 Saudi Arabian Facebook users identified that there was trust, a perceived usefulness and enjoyment which had significant positive behavioural effects towards social networking sites. Gunter & Elareshi (2016) identify that social media is a powerful force which is intent on infiltrating the lives of the user, however, it should also be noted that social media has become a way for users to communicate which allows users to feel more connected with others.…”