Identifying Factors Affecting SNS Users as a Temporary or Persistent User: An Empirical Study

摘要

Since the emergence of the first Social Networking Site (SNS) as a new means of communicating with other people, much research has attempted to identify empirically and theoretically the characteristics, history, and impact on human relationships of both SNSs and their users. This study identifies SNS users as either persistent or temporary, based on their intention to continue using SNSs. To test these hypotheses, this study has amended the Expectation Confirmation Model of IS continuance (ECM-IS) by incorporating Perceived Characteristics of Innovation (PCI) from Diffusion of Innovation (DOI). A total of 158 participants were recruited for this study using Structural Equation Modeling (SEM). The study concludes that SNS user confirmation, PCI, and satisfaction are significant parameters of SNS users' intention to continue using SNSs. Research limitations and future research are also discussed.