An Empirical Study of Continuing Usage in Social Network Context: An Integrated Model of ECT and Interactivity Factors
Date Issued
2011
Date
2011
Author(s)
Syu, Ling-You
Abstract
Recently, social network sites have gained significant popularity. However, the full values and potential of social network sites cannot be realized without users’ ongoing participation. Thus, examining why users continue participating in social network sites becomes important.
After briefly summarizing existing scholarship concerning social network sites, we construct a research model by integrating Expected-Confirmation Theory and interactivity factors. Especially, we characterize interactivity factors as perceived web sites interactivity and perceived community interactivity.
We use the SEM method to analyze our research model. The results reveal that user’s continuance intention of participation in social network sites is determined by satisfaction. Satisfaction is influenced by user’s confirmation level and perceived web sites interactivity. Perceived web sites interactivity and perceived community interactivity are influenced by user’s confirmation level. The findings of this study contribute not only to theory building in social network sites continuance but also inform social network sites’ moderators in their effort to develop strategies for retaining their users.
Subjects
social network sites
interactivity
perceived web sites interactivity
perceived community interactivity
Expected-Confirmation Theory
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