This research develops and tests models to predict continuance intention on social networking sites. The models adds new factors which are relevant to social networking sites continuance intention. The social networking site continuance model adds five factors: personal innovativeness, habit, attitude toward alternatives, interpersonal influence, and consumer switching costs to enhance the predictive power of information systems continuance. Interpersonal influence, alternative perceptions and procedural and relational costs are theorized to have a direct effect on continuance intention. Personal innovativeness and habit are theorized to have a direct and moderating effects on continuance intention. The results have a large positive effect of the explanatory power in explaining more of the variance of continuance intention on a social networking site. The information systems (IS) continuance model explains approximately 66.8% of the variance and the social networking site continuance model with the five added factors explains 76.7% of the variance and is considered to have a large effect in the explained variance. All of the factors have statistical significance; the factors with the largest path coefficients are, in order, satisfaction & perceived usefulness (β = 0.3686), consumer switching costs (β = 0.2496), alternative perceptions (β = -0.2069), habit (β = 0.1642), personal innovativeness (β = -0.0589) and interpersonal influence (β = -0.0451). Habit and personal innovativeness, as moderators, were not statistically significant and did not substantially aid in the interpretation of the factors. The research helps explains the relevant factors for why users of social networking sites will continue to use or abandon a site.
|Commitee:||Gregg, Dawn, Ra, Ilkyeun, Walter, Zhiping|
|School:||University of Colorado at Denver|
|Department:||Computer Science and Information Systems|
|School Location:||United States -- Colorado|
|Source:||DAI-A 76/04(E), Dissertation Abstracts International|
|Subjects:||Management, Web Studies, Information science|
|Keywords:||Attitude, Continuance, Habit, Model, Social network|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be