An empirical study on factors affecting continuance intention of using Facebook

Abstract

We examine the effects of factors on continuance intention to use Facebook.We conduct Structural Equation Modeling to test the research hypotheses.Status seeking and entertainment indirectly affects the continuance intention to use.Satisfaction and attitude are antecedents of continuance intention to use Facebook. The main purpose of this study is to analyze the effects of the motivational factors on continuance intention of using Facebook. A Structural Equation Modeling approach was applied to identify the factors that significantly affect the continuance intention to use Facebook. Using LISREL, data collected from 209 Facebook users were used to test the proposed model. Results indicated that 62% of Facebook users' continuance intention to use Facebook is explained by attitude and satisfaction. Between them, attitude has the strongest effect. Besides this, entertainment and status seeking have been found to have indirect significant effects on continuance intention to use, whereas information seeking and self-expression have been found to have insignificant effects. The study concludes with the discussions of the findings and recommendations for possible future research.