What Drives Continuance Intention towards Social Media? Social Influence and Identity Perspectives

Athapol Ruangkanjanases, Shu-Ling Hsu, Yenchun Jim Wu, Shih-Chih Chen and Jo-Yu Chang
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Athapol Ruangkanjanases: Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand
Shu-Ling Hsu: Department of Accounting Information, Southern Taiwan University of Science and Technology, Tainan 71005, Taiwan
Yenchun Jim Wu: Graduate Institute of Global Business and Strategy, National Taiwan Normal University, Taipei 10645, Taiwan
Shih-Chih Chen: Department of Information Management, National Kaohsiung University of Science and Technology, Kaohsiung 82445, Taiwan
Jo-Yu Chang: Department of Information Management, Tatung University, Taipei 10452, Taiwan

Sustainability, 2020, vol. 12, issue 17, 1-15

Abstract: With the growth of social media communities, people now use this new media to engage in many interrelated activities. As a result, social media communities have grown into popular and interactive platforms among users, consumers and enterprises. In the social media era of high competition, increasing continuance intention towards a specific social media platform could transfer extra benefits to such virtual groups. Based on the expectation-confirmation model (ECM), this research proposed a conceptual framework incorporating social influence and social identity as key determinants of social media continuous usage intention. The research findings of this study highlight that: (1) the social influence view of the group norms and image significantly affects social identity; (2) social identity significantly affects perceived usefulness and confirmation; (3) confirmation has a significant impact on perceived usefulness and satisfaction; (4) perceived usefulness and satisfaction have positive effects on usage continuance intention. The results of this study can serve as a guide to better understand the reasons for and implications of social media usage and adoption.

Keywords: social identity; group norms; image; perceived critical mass; expectation-confirmation model (ECM); social media (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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