Exploring Users’ Continuance Intention Towards Mobile SNS: A Mobile Value Perspective

Abstract

The functionalities of most Social Networking Sites allow users to enjoy practical benefits like maintaining important social and business relationships, communicating with others, and getting feedback on important shared information. However, the place of SNSs as a source of entertainment and enjoyment is also well-documented. The purpose of the paper is to identify the factors that predict continuance use of social networking sites from the perspective of mobile value. Data was collected from 452 students in three leading universities in Ghana and analyzed with Partial Least Square-Structural Equation Modeling. Results from the study revealed that both hedonic value and utilitarian value were significant predictors of continuance intention. Satisfaction was also found to be a significant predictor of continuance intention. In all, the model accounted for 55.6% of the variance in continuance intention. The study also provides important contributions to the literature, by demonstrating the significance of both utilitarian and hedonic value in leading to satisfaction with the usage of mobile SNS services. The implications and limitations of the current study are discussed and directions for future research proposed.