The Antecedents of Individual's Social Network Site Usages: The Perspective of Commitment

• Main Authors: LEE,LI-YU, 李力宇
• Other Authors: HUANG,HSIN-YI
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/21647229472132293706

碩士 === 東吳大學 === 資訊管理學系 === 104 === The Social network sites (SNS) has been rapid diffusion around the world. With the increasing importance of SNS, continuance intention also becomes a popular issue in the SNS context. SNS providers have to maintain better relationships with users and make individuals continue to use their sites. Based on this phenomenon, the objective of this study is to gain a better understanding of the continuance intention of SNS through examining the effects of commitments and inertia. Specifically, followed Meyer and Allen’s three-component model of commitment, we develop a theoretical model to understand the factors that influence normative, affective and continued commitment and investigate the effects of commitments on continuance intention in the SNS context. Through a survey-based empirical investigation that data from social network sites users in Taiwan, the results indicated that three different commitments and inertia had a significant influence on user continuance intention in SNS. Our findings imply that users’ continuance use of social network sites may arise not only from reasoned actions, but also from automatic behaviors, and habit directly leads to these automatic behaviors.