Exploring Factors Influencing Users' Continuance Intention in Social Networking Sites

Abstract

The success of social networking sites (SNSs) may depend on many factors. Continuance use of SNSs is one of these. Especially, in the Web environment where users can leave one service with a single mouse click, maintaining existing members cost much time and efforts. Without continuance use of SNSs, SNS-based service would not create any value. This study focused on identifying factors influencing users' continuance intention in SNSs. Based on relevant literature review, six influencing factors were initially identified. They were reputation, relational capital, knowledge quality, compatibility, personalization, and satisfaction. Web-based questionnaire survey was conducted and a total of 325 usable responses were collected. Reliability test and two rounds of exploratory factor analyses resulted in identifying five factors. The relationship between the factors and the continuance intention was tested by using multiple regression analyses. The analyses revealed that satisfaction was the most significant factor. Knowledge quality and relational capital also had significant effects while reputation and personalization did not have significant effect on continuance intention. Instead, reputation and personalization showed significance in influencing satisfaction.초 록

Differences among university students and faculties in social networking site perception and use

“…In other words, they use the Differences among students and faculties community to acquire information that is directly related to their institutional background, such as information about study groups, job postings, and academic contests. This information-seeking pattern is also found in a previous study (Park, 2008). Second, the respondents demonstrated early exposure to the SNS service compared to the undergraduates.…”