| Summary: | 碩士 === 國立高雄師範大學 === 資訊教育研究所 === 103 === Social Network Sites (SNSs) are now facing many competitors in the market. It is crucial for SNSs to retain existing users in order to survive and sustain a long-term operation. The aim of this study is to investigate the key factors influencing the SNSs continuance intention. By reviewing the previous studies of SNS continuance, we propose an integrated model based on Expectance Confirmation Theory and integrate quality factors and gratification factors. We conducted a survey on Facebook users to see whether the proposed model provide better explanation to SNS continuance phenomenon. We collected 316 valid respondents and performed PLS to validate our model, and our findings imply that user satisfaction and perceived usefulness have direct impact on continuance intention, and confirmation of expectation, perceived enjoyment, gratification of entertainment and system quality have consequential effect. The operators of SNSs can improve and develop new function according to our results.
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