Why do users continue using social networking sites? An exploratory study of members in the United States and Taiwan

详细信息    查看全文

• 作者：Yi-Cheng Ku ; Rui Chen ; Han Zhang
• 关键词：Social networking sites ; Uses and gratifications ; Continuance intention ; Privacy concerns ; Critical mass ; Subjective norms
• 刊名：Information & Management
• 出版年：November, 2013
• 年：2013
• 卷：50
• 期：7
• 页码：571-581
• 全文大小：596 K

文摘

In this paper, we draw on an extended Uses and Gratifications Theory (UGT) to explore factors that affect members鈥?continued use intention toward Social Networking Sites (SNSs). We also theorize about the intricate relationships among a variety of UGT constructs. Further, we conduct this research in a global context by comparing SNS use in the United States and Taiwan. Empirical survey data are collected to validate the research model, and several intriguing findings are observed. Our research results indicate that four determinants, i.e., gratifications, perceived critical mass, subjective norms, and privacy concerns, influence SNS users鈥?continuance intention and that regional differences moderate the effects of both gratifications and privacy concerns on continuance intention. Our study makes noticeable contributions to the literature on UGT and SNSs. The findings reported also inform service providers in developing better strategies for member retention.