An investigation of user’s continuance intention towards Mobile Social Network Sites (SNSs)

In recent years, the popularity of Smartphone social networking sites has exploded, however, in prior studies the link between users' values, satisfaction, and continued desire to use SNSs was viewed as having little attention. The objective of this research is to establish a model that explores users' value and satisfaction as key antecedents of continuance intention towards the usage of mobile SNSs. Data was collected through a paper-based survey from a university and 532 valid responses from students were used for analysis. To validate our proposed model, and test the hypothesis, the Partial least square technique has been applied through smart pls. The empirical results revealed that both Hedonic value and Utilitarian value were significant antecedents of intention to continuance. Moreover, satisfaction was also found important determinant of intention to continue. The findings of this study will be helpful for marketers, web designers, and researchers to understand the importance of users' value and satisfaction in the context of mobile SNSs. Research implications are presented and directions for future studies are also suggested at the end of the study.