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

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.

• Publication year

  2016

• Venue

  IFIP International Conference on e-Business, e-Services, and e-Society

• Publication date

  2016-09-13

• Fields of study

  Business, Psychology, Computer Science

• Identifiers
  DOI 10.1007/978-3-319-45234-0_21
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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