Determinants of Continuance Intention to Use Social Networking Sites SNS’s: Studying the Case of Facebook

Abdallah Q Bataineh,Abdelhameed M Alkharabsheh,Ghaith M Al-Abdallah

doi:10.5539/ijms.v7n4p121

Abdallah Q Bataineh, Abdelhameed M Alkharabsheh + Show 1 more

Open Access

https://doi.org/10.5539/ijms.v7n4p121

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Abstract

The purpose of this research is to examine the effect of perceived usefulness, perceived ease of use, perceived trust, perceived enjoyment, and subjective norms on users’ satisfaction and continuance intention to use Facebook in the Hashemite kingdom of Jordan. Using a structured questionnaire, the primary data was collected from 584 users’ who have an active Facebook accounts. Multiple regression analysis was employed to test the research model and hypotheses. The research findings indicated that perceived usefulness, perceived ease of use, perceived trust, perceived enjoyment, and subjective norms have a positive and significant effect on users' satisfaction and continuance intention to use Facebook. The findings also indicated that the strongest predictors, based on beta values, on both users’ satisfaction and continuance intention to use Facebook is subjective norms, and respectively; perceived enjoyment, perceived usefulness, perceived ease of use, and perceived trust. Research results, recommendations, and future research opportunities are also discussed.

Highlights

New information and communication technologies continue to penetrate countries in all regions of the world, as more and more people are getting connected
The findings indicated that the strongest predictors, based on beta values, on both users’ satisfaction and continuance intention to use Facebook is subjective norms, and respectively; perceived enjoyment, perceived usefulness, perceived ease of use, and perceived trust
Based on beta values and significance, subjective norms found to be the most influential dimension of both users’ satisfaction and continuance intention to use Facebook, This results is consistent with previous literature review (Chan & Lu, 2004; Lu et al, 2009), and respectively; perceived enjoyment (Hart et al, 2008), perceived usefulness (Ho, 2010; Almahamid et al, 2011), perceived ease of use (Bhattacherjee, 2001), and perceived trust Gefen et al (2003)

Summary

Introduction

New information and communication technologies continue to penetrate countries in all regions of the world, as more and more people are getting connected. Social media allow consumers to share their opinions, criticisms and suggestions in public These online channels can, in contrast, be useful to businesses, they offer new ways of talking to customers through company-sponsored content (e.g., online advertisements or customer feedback pages).With the increased speed and technological implications of the Internet; social networking websites have developed swiftly, mostly between youths, like MySpace, Twitter, LinkedIn, Facebook etc., in recent times, the Facebook became the most fashionable site for young generation, whether to connect with relatives or friends, and as well for sharing ideas with the others. The affluent entertainment environment such as online gaming and the variety of apps provided by Facebook make it very well-liked It has been ranked the biggest in terms of users’ compared with other social networking sites SNSs (Praveena, 2013). Facebook is chosen as social web to identify users’ satisfaction toward social networking, and the continuance intention to use it, the major reason underlying this selection is that Facebook is the most popular social networking site in Jordan

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