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What Drives Continuance Intention towards Social Media? Social Influence and Identity Perspectives

Author

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  • Athapol Ruangkanjanases

    (Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand)

  • Shu-Ling Hsu

    (Department of Accounting Information, Southern Taiwan University of Science and Technology, Tainan 71005, Taiwan)

  • Yenchun Jim Wu

    (Graduate Institute of Global Business and Strategy, National Taiwan Normal University, Taipei 10645, Taiwan)

  • Shih-Chih Chen

    (Department of Information Management, National Kaohsiung University of Science and Technology, Kaohsiung 82445, Taiwan)

  • Jo-Yu Chang

    (Department of Information Management, Tatung University, Taipei 10452, Taiwan)

Abstract

With the growth of social media communities, people now use this new media to engage in many interrelated activities. As a result, social media communities have grown into popular and interactive platforms among users, consumers and enterprises. In the social media era of high competition, increasing continuance intention towards a specific social media platform could transfer extra benefits to such virtual groups. Based on the expectation-confirmation model (ECM), this research proposed a conceptual framework incorporating social influence and social identity as key determinants of social media continuous usage intention. The research findings of this study highlight that: (1) the social influence view of the group norms and image significantly affects social identity; (2) social identity significantly affects perceived usefulness and confirmation; (3) confirmation has a significant impact on perceived usefulness and satisfaction; (4) perceived usefulness and satisfaction have positive effects on usage continuance intention. The results of this study can serve as a guide to better understand the reasons for and implications of social media usage and adoption.

Suggested Citation

  • Athapol Ruangkanjanases & Shu-Ling Hsu & Yenchun Jim Wu & Shih-Chih Chen & Jo-Yu Chang, 2020. "What Drives Continuance Intention towards Social Media? Social Influence and Identity Perspectives," Sustainability, MDPI, vol. 12(17), pages 1-15, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:7081-:d:406255
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    Cited by:

    1. Ardy Wibowo & Shih-Chih Chen & Uraiporn Wiangin & Yin Ma & Athapol Ruangkanjanases, 2020. "Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    2. Jinmin Kim & Jaeyoung Kim, 2021. "An Integrated Analysis of Value-Based Adoption Model and Information Systems Success Model for PropTech Service Platform," Sustainability, MDPI, vol. 13(23), pages 1-17, November.
    3. Sangjae Lee & Byung Gon Kim, 2020. "The Impact of Individual Motivations and Social Capital on the Continuous Usage Intention of Mobile Social Apps," Sustainability, MDPI, vol. 12(20), pages 1-30, October.
    4. Yasmin Aldamen, 2023. "Understanding Social Media Dependency, and Uses and Gratifications as a Communication System in the Migration Era: Syrian Refugees in Host Countries as a Case Study," Social Sciences, MDPI, vol. 12(6), pages 1-31, May.
    5. Ivo Rodrigues & João M. Lopes & Ana Borges & José Oliveira & Márcio Oliveira, 2021. "How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Application," Administrative Sciences, MDPI, vol. 11(3), pages 1-20, September.
    6. Pejman Ebrahimi & Datis Khajeheian & Maria Fekete-Farkas, 2021. "A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers’ Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude," IJERPH, MDPI, vol. 18(24), pages 1-21, December.
    7. Mohammed Habes & Mokhtar Elareshi & Ahmed Mansoori & Saadia Pasha & Said A. Salloum & Waleed Mugahed Al-Rahmi, 2023. "Factors Indicating Media Dependency and Online Misinformation Sharing in Jordan," Sustainability, MDPI, vol. 15(2), pages 1-15, January.

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