An Empirical Examination of Factors Affecting Continuance Intention Towards Social Networking Sites
This study examines the factors that affect consumer continuance intention to use social networking sites as a business tool. Using the Technology Acceptance Model (TAM) as the theoretical framework, the researcher tested the research model and related hy
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Abstract. This study examines the factors that affect consumer continuance intention to use social networking sites as a business tool. Using the Technology Acceptance Model (TAM) as the theoretical framework, the researcher tested the research model and related hypotheses using structural equation modelling. The results from a survey of 304 Facebook users in Saudi Arabia indicate that trust, perceived usefulness, and perceived enjoyment had significant positive effects on behavioural intention to continue to use social networking sites. Furthermore, perceived ease of use was found to have a significant positive effect on perceived usefulness, perceived enjoyment, and trust. Discussion of the findings and research contribution as well as limitations and future research directions are presented. Keywords: Social networking sites Consumers Saudi Arabia
E-commerce
S-commerce
TAM
1 Introduction Virtual communities and Social Networking Sites (SNS) allow people to connect with each other in general or on a particular subject online [26, 32]. Recently, the number of members of online social networks has increased explosively. For example, the social networking site “Facebook” registered 1.06 billion monthly active users, 618 million daily active users, and 680 million mobile active users in December 2012 [40]. Indeed, the popularity of SNS is highly demonstrable through the huge number of people using them, as it has quickly become a new phenomenon that has transformed online communication [29]. Consequently, Saudi Arabia has witnessed the biggest growth of diffusion of social media in the Arab world, which is the strongest empowering factor to e-commerce adoption within the Kingdom of Saudi Arabia (KSA) [35]. According to [8], around 87 % of social media users covered by the survey in the Arab world are subscribed to Facebook. In Saudi Arabia, the subscription rate is 80 % of total users of Facebook, 81 % of current Facebook subscribers in KSA access the channel on a daily basis, and 76 % of social media users in KSA visit Facebook through their smartphones and/or tablets. As a result, firms are starting to make wider use of SNS to build closer links with suppliers and customers [1, 24]. Therefore, many firms have been © IFIP International Federation for Information Processing 2016 Published by Springer International Publishing Switzerland 2016. All Rights Reserved Y.K. Dwivedi et al. (Eds.): I3E 2016, LNCS 9844, pp. 228–239, 2016. DOI: 10.1007/978-3-319-45234-0_21
Factors Affecting Continuance Intention Towards SNS
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creating new ways to make profitable use of SNS applications [2]. Accordingly, the development of SNS has improved a new e-commerce model called social commerce (s-commerce). The term ‘s-commerce’ is defined as a concept of Internet-based social media, which enables people to participate actively in the selling and marketing of different products and services in online marketplaces [28]. This dynamic process helps consumers obtain better information about different products and services pr
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