Understanding the Impact of Utilitarian and Hedonic Benefit on Satisfaction and Continuance Intention of Social Network Site: An Extended Expectation Confirmation Model

• Main Authors: Jia-jin Tsai, 蔡佳進
• Other Authors: Tung-Ching Lin
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/94329195592220508029

碩士 === 國立中山大學 === 資訊管理學系研究所 === 99 === Social network site (SNS) has been very popular with global Internet users since 2008, the amount of social network users grew very much. Based on some reasons, users enjoyed using social network site. However, whether the current users or new users will continue to use social network site or not is an issue today. To assure social network site’s company could develop and run well in the future, we must realize the factors that can increase and retain the user to use. This study based on expectation confirmation theory (ECT) and through literature review to explore the factors that can influence the user’s satisfaction. Successfully, we integrated perceived utilitarian benefit and perceived hedonic benefit into original ECT model. In this study, an empirical survey methodology with eight hypotheses was applied to verify this model. Covariance-based structural equation model (SEM) was used to analyze data and evaluate the model. The results pointed out that past ECT model with only one aspect can be extended from utilitarian and hedonic dimensions. It indicated that confirmation of utilitarian benefit, perceived utilitarian and hedonic benefits have significant influence on user’s satisfaction. Lastly, user’s satisfaction will positively influence the continuance intention. In sum, this study integrated utilitarian and hedonic dimensions into original ECT model, and proposed a more comprehensive framework to explain the continuance usage of social network site. This study also provided a reference model for future continuance intention research and some suggestions for social network site practitioners.