The Influence of Social Identity, Centrality and Social Presence on Continuance Intention in Social Networking Sites

• Main Authors: Kai-wen Cheng, 鄭凱文
• Other Authors: Kai Wang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/07427597902261349169

碩士 === 國立高雄大學 === 資訊管理學系碩士班 === 100 === As people are with diverse interests and needs, social networking sites (SNSs) not only provide users with information sharing but also have also become an indispensable tool for the development of social relationships. However, the low entry barrier of setting up online services has introduced a large variety of SNSs, resulting in high turnover rate of users. Moreover, because the operational efficiency of a site is associated with the amount of participating users, it becomes a critical issue for SNSs to raise users’ continuance intention. This study focuses on factors that influence SNSs users’ continuance intention. Besides satisfaction for the network media, quality of relationship between members is also incorporated into the research model, in the hope to further explore the determining factors of SNSs continuance intention. Furthermore, as SNSs represent a form of mediated communication in the online social environment, the role of social presence is also investigated, along with the impact of two social relationship factors, social identity and centrality. The purpose of this study is to clarify the factors that influence SNSs users’ continuance intention with the hope to provide theoretical and practical implications to the academia and the practice.