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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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