Understanding Chinese users’ continuance intention toward online social networks: an integrative theoretical model
This study explores users’ continuance intention in online social networks by synthesizing Bhattacherjee’s IS continuance theory with flow theory, social capital theory, and the unified theory of acceptance and use of technology (UTAUT) to consider the special hedonic, social and utilitarian factors in the online social network environment. The integrated model was empirically tested with 320 online social network users in China. The results indicated that continuance intention was explained substantially by all hypothesized antecedents including perceived enjoyment, perceived usefulness, usage satisfaction, effort expectancy, social influence, tie strength, shared norms and trust. Based on the research findings, we offer discussions of both theoretical and practical implications.
KeywordsOnline social network Continuance intention IS continuance theory Flow theory UTAUT Social capital theory
JEL classificationM19 - Other
This research is supported in part by a Specialized Research Fund for the Doctoral Program of Higher Education (20123326120005), Qianjiang talent Grant in Zhejiang Province (QJC1202013), the China Postdoctoral Science Foundation (2011M500105, 2012T50560). This study is based upon work funded in part by the National Natural Science Foundation of China (71102003/71002092) and the Zhejiang Provincial Natural Science Foundation of China (Y7100626). In addition, this paper is sponsored by Zhejiang Industrial Development Policy Research Center and Zhejiang Provincial Key Research Base––Standardization and Intellectual Property Management (SIPM3230), and it is supported in part by the Contemporary Business and Trade Research Center of Zhejiang Gongshang University which is a Key Research Institute of Social Sciences and Humanities of the Ministry of Education.
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