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An Empirical Examination of Factors Affecting Continuance Intention Towards Social Networking Sites

  • Salma S. AbedEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9844)

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 E-commerce S-commerce TAM Consumers Saudi Arabia 

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Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  1. 1.Department of Management Information Systems, College of Business (COB)King Abdulaziz UniversityRabighSaudi Arabia

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