| 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 (beta = 0.3686), consumer switching costs (beta = 0.2496), alternative perceptions (beta = -0.2069), habit (beta = 0.1642), personal innovativeness (beta = -0.0589) and interpersonal influence (beta = -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. |
