Exploring User’s continuance intention to use on Social Network Site Based on the Perspective of Social Exchange Theory
Date Issued
2015
Date
2015
Author(s)
Li, Chien-Yi
Abstract
This research aims to apply to social exchange theory, and investigate the relationship between the benefit-cost and continuance use intention on social network site. About the benefit, this study uses perceived relationship rewards from e-commerce background as the benefit on social network site based on the perspective of social exchange relationship of social exchange theory and considers four antecedents of perceived relationship rewards on prior research, including visual appeal, competent behavior, relationship compatibility and relationship receptiveness. About the cost, we use perceived risk as the cost of usage of social network site and consider two antecedents of perceived risk on previous studies, including internet risk perception and privacy abuse concern. We develop an integrated model and indicate that both perceived relationship rewards and perceived risk influence continuance use intention, and then influence continuance use behavior. With users who have used social network site in Taiwan as research subjects, we receive 254 valid questionnaires, and data analysis is conducted via LISREL statistical analysis. The result of analysis supports the hypotheses provided by this study. This study concludes two main findings, including: (1) Perceived relationship rewards has significant positive effect on continuance use intention. (2) Perceived risk has significant negative effect on continuance use intention. Finally, implications were provided for the academic and practical field.
Subjects
Social Network Site
Continuance Use Intention
Social Exchange Theory
Perceived Relationship Rewards
Perceived Risk
Type
thesis
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