Exploring Users' Continuance Intention

Exploring Users' Continuance Intention

Aseda Mensah¹, Kwame Simpe Ofori, George Oppong Appiagye Ampong, John Agyekum Addae

The functionalities of most Social Networking Sites allow users to enjoy practical benefits like maintaining important social and business rela-tionships, communicating with others, and getting feedback on important shared information. However, the place of SNSs as a source of entertainment and enjoyment is also well-documented. The purpose of the paper is to identify the factors that predict continuance use of social networking sites from the per-spective of mobile value. Data was collected from 452 students in three leading universities in Ghana and analyzed with Partial Least Square-Structural Equa-tion Modeling. Results from the study revealed that both hedonic value and utilitarian value were significant predictors of continuance intention. Satisfaction was also found to be a significant predictor of continuance intention. In all, the model accounted for 55.6% of the variance in continuance intention. The study also provides important contributions to the literature, by demonstrating the significance of both utilitarian and hedonic value in leading to satisfaction with the usage of mobile SNS services. The implications and limitations of the current study are discussed and directions for future research proposed.

Springer

2018

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=NogL9W0AAAAJ&cstart=20&pagesize=80&citation_for_view=NogL9W0AAAAJ:maZDTaKrznsC

English