An Empirical Study of Social Community Users’ Expectation Confirmation and IS Continuing Intention: The Reference Groups as a Moderator

• Main Authors: Hsin-Chih Liu, 劉信志
• Other Authors: 李祥銘
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/45439293253907467946

碩士 === 清雲科技大學 === 經營管理研究所 === 100 === With rapid changes in technology, internet users choose different internet services in different periods. Social community website is the most frequently be used by internet users. This study explores the factors that may push users’ continuing use in social community website. Facebook is the most popular web in the social community web, hence this study focuses on the web by sampling 340 Facebook users in Taiwan. Data analysis is conducted via SPSS statistical analysis, including reliability, validity, Pearson correlation coefficient, and regression analysis. The findings of the study showed that: (1) expectation confirmation has a positive and significant effect on the extent of perceived usefulness and satisfaction; (2) perceived usefulness has a positive and significant effect on the extent of satisfaction and IS continuance intention; (3) satisfaction has a positive and significant effect on the extent of IS continuance intention, and (4) reference groups has a significant moderating effect on the influence of satisfaction on IS continuance. Finally, the results and implications for Facebook service providers are discussed.