CYBERPSYCHOLOGY, BEHAVIOR, AND SOCIAL NETWORKING Volume 14, Number 4, 2011 Mary Ann Liebert, Inc. DOI: 10.1089/cyber.2010.

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Understanding Antecedents of Continuance Intention in Social-Networking Services

Byoungsoo Kim, Ph.D.

Abstract

Given the extreme advances and large investments in social-networking services (SNS), it has become important to analyze users decision-making processes in order to understand their continued use of SNS. This study attempted to develop an integrated model that incorporates subjective norm into the expectation-conrmation model. The research model was empirically tested within the context of Cyworld. The analysis revealed that the proposed theoretical model provided an in-depth understanding of user continuance behavior toward SNS. Theoretical and practical implications of this study are discussed.

Introduction iven the emergence of innovative social-networking services (SNS) such as MySpace, Twitter, and Cyworld, understanding user behaviors in the SNS environment is an important issue in academia and industry.1,2 Through SNS, people can keep in touch with friends and family, reconnect with old friends, and create friendships through similar interests. Among a variety of theoretical perspectives in information systems (IS) and marketing disciplines, theory of reasoned action (TRA),3 technology acceptance model (TAM),4 and expectation-conrmation model (ECM)5,6 have been widely used to elucidate user behaviors in several IS environment. TRA and TAM were originally proposed to predict the acceptance of IS users in a pre-adoption situation based on the beliefs-attitudes-behavior paradigm of human behavior.3 Thus these theoretical perspectives have some limitations in investigating key predictors of user continuance in the stages of post-adoption. This is because the determinants of initial adoption are not the same as those of continued use.7,8 In contrast, ECM was designed to predict user continuance behavior in the post-adoption stages.5,6 Although previous empirical studies5,6 on IS continuance have shown that ECM is a robust model for understanding the determinants of IS continuance, IS continuance can be affected by factors not addressed by ECM, such as the opinions of others and media campaigns.9,10 The unied theory of acceptance and use of technology model11 recognizes subjective norm as a key element in user intention to use IS. In particular, since SNS is generally used in social contexts, the inclusion of subjective norm, such as interpersonal inuence and media inuence, seems extremely necessary. With this knowledge in

mind, this study developed an integrated model that incorporated subjective norm into ECM. The proposed theoretical model may provide a more comprehensive understanding of SNS continuance phenomenon. Based on the data collected from users who had prior experiences with Cyworld, structural equation modeling (SEM) was conducted for data analysis. Theoretical Background TRA3 is a well-established model widely used in predicting and elucidating individual actions across a variety of domains such as IS and marketing.3,12 TRA postulates that behavioral attitude and subjective norm inuence behavioral intention.3,12 The behavioral attitude is a psychological tendency expressed by evaluating a particular entity in terms of the degree of positiveness towards IS.12 However, a great deal of research on IS shows that TAM4,12 and ECM5,6 retain their robustness even without including behavioral attitude, since behavioral intention is largely explained by beliefs.13,14 Thus most studies on IS omit behavioral attitude without any loss of generality.8,14 Subjective norm refers to an individuals perception of whether the people whose opinions that the individual values desire him or her to perform or not perform the behavior.3 Some studies have described subjective norm as being shaped by both interpersonal and media inuences.15,16 In an IS use environment, subjective norm plays a signicant role in forming a users behavioral intention toward the target IS.11,15,16 According to ECM,5 IS continuance intention is affected by three factors: user satisfaction with the target IS, the users conrmation of expectations, and post-adoption expectations. ECM focuses on post-adoption expectations instead of

Business School, Korea Advanced Institute of Science and Technology, Seoul, South Korea.

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200 pre-adoption expectations because post-adoption expectations have a more salient effect on continuance intention. Post-adoption expectation is represented by perceived usefulness due to its robust and consistent predictive power for IS use over time.5,6 Unlike the expectation conrmation diagram, ECM does not include perceived performance, since it assumes that the effect of perceived performance is already interpreted by the users conrmation of expectations. Research Model and Hypothesis Development This paper develops a research model incorporating subjective norm into ECM to examine what kinds of factors determine user continuance of SNS. The theoretical framework is presented in Figure 1. Expectation-conrmation model User satisfaction is dened as the users fulllment response, which is an overall evaluation of a product or service.17 Users are likely to be satised if the performance of an IS meets or exceeds their expectations. Satised users have a higher usage level of the IS than those who are not satised.18,19 In a similar vein, a great number of studies have shown that user satisfaction with the prior use of an IS is critical for building long-term relationships between IS companies and their existing users.5,6 Thus it is expected that user satisfaction from using an SNS may be a salient factor in shaping SNS continuance intention.
H1: User satisfaction with an SNS positively affects SNS continuance intention.

KIM behavioral intention is also signicant in a non-working setting.6,8,14 According to ECM,5 post-adoption expectations based on the users direct experiences also play a salient role in the formation of user satisfaction. Some research on SNS continuance has provided evidence for the notion that perceived usefulness has a signicant impact on user satisfaction with the SNS.2,20 This is because the more likely an SNS enables the users to achieve their goals, the more likely the users are to be satised with the SNS.
H2a: Perceived usefulness positively affects SNS continuance intention. H2b: Perceived usefulness positively affects user satisfaction with an SNS.

Perceived enjoyment refers to the extent to which using an IS is perceived to be enjoyable, apart from any performance consequences.21 Perceived enjoyment is considered as an important users post-adoption belief that leads to increased levels of user satisfaction and continuance intention.2,6 When users enjoy using an SNS, they may be intrinsically motivated to continue using that SNS. Thus the users satisfaction with and continuance intention toward an SNS may be affected by the level of enjoyment the users experience while using the service.
H3a: Perceived enjoyment positively affects SNS continuance intention. H3b: Perceived enjoyment positively affects user satisfaction with an SNS.

Perceived usefulness is dened as the degree to which the users believe that using an IS would increase their performance in accomplishing their goals.4 The users perception of usefulness is originally derived from TAM, and it represents how IS increases the employees task performance in an organizational setting.4,12 However, recent studies on IS have demonstrated that the link between perceived usefulness and

Conrmation is a cognitive evaluation of an IS at the post-adoption stage.5 According to the cognitive dissonance theory,22 users experience cognitive dissonance when their pre-adopted expectations are higher than their perception of performance after using the service. However, when users perceive their actual experiences with an IS as exceeding their expectations, conrmation positively inuences perceived usefulness.5,6,14 For these reasons, it is hypothesized that conrmation of the users expectations positively affects perceived usefulness.

FIG. 1.

Research model.

UNDERSTANDING ANTECEDENTS OF CONTINUANCE INTENTION IN SNS

H4a: Conrmation of expectations positively affects perceived usefulness.

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According to the appraisal theory,23 users experience certain specic emotional states when they encounter a situational state that is either conrmation or disconrmation. Higher levels of conrmation increase the users perception of enjoyment of an IS, whereas a lower level degrades perceived enjoyment.6 Several studies showed that conrmation of expectation has a positive effect on perceived enjoyment of the SNS environment.6
H4b: Conrmation of perceived enjoyment. expectations positively affects

where 1 strongly disagree and 7 strongly agree. All items corresponding to the constructs were satised with the validity and reliability criteria. Convergent validity was acceptable if item loadings are 0.60 or higher,27 and the reliability for composite reliability (CR) and average variance extracted (AVE) were acceptable if CR was 0.70 or higher and AVE was 0.50 or higher.28 Each construct exceeded the accepted level of validity and reliability in terms of CR, AVE, and Cronbachs alpha. The questionnaire items are listed in Appendix A. Participants and data collection To articulate the research model, this study adopted the paper-based survey method and applied it in South Korea. University students were chosen to ll out a self-administered questionnaire because this generation is perceived to be the most technically savvy demographic group.29 In order to collect data from this group, three professors were asked to gather data from students in their classes. In return for their participation, respondents were given small gifts (e.g., $2 chocolate). Of 320 questionnaires, 292 responses were returned. However, 12 of these were discarded because they were incomplete, leaving a total of 280. The high response in the data collection is because the professors were asked to collect data from the students during their class hours. Demographic and SNS user attributes for these participants are summarized in Table 1. Results Measurement model and hypothesis testing A conrmatory factor analysis (CFA) using LISREL 8.5 was conducted to test the measurement model. In this study, model t was assessed in terms of four different indices: root mean square error approximation (RMSEA), comparative t index (CFI), nonnormed t index (NNFI), and standardized root mean square residual (SRMR). According to Gerbing and Anderson,30 the criteria for an acceptable model are as follows: RMSEA of 0.08 or lower; CFI of 0.90 or higher; NNFI of 0.90 or higher; and SRMR of 0.10 or lower. All recommended t indices were within the recommended level, representing good model t (RMSEA 0.079, CFI 0.92, NNFI 0.90, and SRMR 0.078). This study checked the convergent validity, reliability, and discriminant validity. First, the lowest item loading was 0.70, satisfying convergent validity. Second, all of the measures for this study conrmed the reliabilities of the Table 1. Sample Demographics Demographics Gender Item Frequency Percentage 166 114 20 194 52 14 2 5 6 33 234 59 41 7 69 19 5 1 2 2 12 83

Numerous studies have indicated that conrmation exerts a signicant role in the formation of user satisfaction.5,6 Users generally obtain expected benets through their direct experiences with the use of the SNS. When they regard their direct usage experiences with the SNS as being better than their expectations, they tend to be satised with the use of the SNS.
H4c: Conrmation of expectations positively affects user satisfaction with an SNS.

Subjective norm Subjective norm is shaped by both interpersonal and media inuences.11,15,16 Interpersonal inuence refers to the extent to which the relevant others of a social network affect each others behavior.24 TRA3 and the diffusion of innovations theory25 suggest that users tend to spread knowledge of and receive knowledge about technologies through interactions with people in their social network. Thus knowledge and opinions from relevant others strongly inuence their usage decisions. When the members of a users social network believe that using an SNS is a good idea, it elevates the formation of intention to continue to use it.
H5a: Interpersonal inuence positively affects SNS continuance intention.

External sources include the mass media, such as television, newspapers, and the Internet, and many IS companies have conducted marketing and promotion though these outlets.26 Many SNS providers have spent signicant capital and effort to attract new adopters and retain existing users through media campaigns.1 Thus it is expected that user intention to continue using an SNS increases in response to media inuence.
H5b: Media inuence positively affects SNS continuance intention.

Research Methodology Questionnaire items development The scales of the research model were selected from previous studies in order to ensure their content validity. The scales were rephrased to suit the target SNS context. We developed the questionnaire in English, which was then translated into Korean by a professional translator. The Korean questionnaire was translated back into English by another professional translator in order to conrm translation equivalence. A pilot test of the scales was conducted with 25 university students who had prior experiences with Cyworld, which is one of the most successful SNS in South Korea. Each question was measured on a 7-point, Likert-type scale,

Male Female Age <20 20*25 26*30 >30 SNS usage period <3 months 36 months 6 months1 year 12 years >2 years

202 Table 2. Correlation Matrix, Discriminant Assessment, and Composite Reliabilities 1 1. 2. 3. 4. 5. 6. 7. SNS Continuance Intention User Satisfaction Perceived Usefulness Perceived Enjoyment Conrmation Interpersonal Inuence Media Inuence 0.92 0.46 0.29 0.39 0.25 0.28 0.13 2 0.88 0.56 0.46 0.49 0.46 0.22 3 4 5 6 7 CR 0.94 0.93 0.88 0.94 0.93 0.85 0.94

KIM

AVE 0.84 0.78 0.64 0.81 0.81 0.66 0.84

0.80 0.56 0.55 0.54 0.30

0.90 0.57 0.47 0.29

0.90 0.45 0.24

0.81 0.39

0.92

Note: Diagonal elements are the square root of average variance extracted (AVE); composite reliability (CR).

constructs concerning CR and AVE. As presented in Table 2, all values of CR and AVE were above the recommended level. Third, discriminant validity was veried with the squared root of the AVE for each construct higher than the variance shared between the construct and other constructs in the model. As shown Table 2, the square root of the AVEs exceeded the interconstruct correlations, satisfying discriminant validity. The same set of t indices was used to test the t of the structural model, and it had a reasonable t (RMSEA 0.082, CFI 0.91, NNFI 0.90, and SRMR 0.097). The analysis of results are depicted in Figure 2. Discussion Although user satisfaction is known as an ex post evaluation of user experience with the IS, the results show that user satisfaction with a SNS is not associated with SNS continuance intention. This may be because SNS users can compare Cyworld with alternative SNS such as MySpace and Twitter in terms of the level of user satisfaction, resulting in dissatisfaction and regret about using Cyworld. However, perceived usefulness and perceived enjoyment are signicant predictors of a users continued SNS usage intention. According to the motivation theory,31 there are two main con-

structs of motivation: intrinsic and extrinsic motivation. Intrinsic motivation refers to the perceptions of pleasure or joy from performing a behavior, while extrinsic motivation is related to the performance of a goal-driven activity to achieve various rewards and goals. In the IS literature, extrinsic motivation is captured by perceived usefulness, whereas an intrinsic source of motivation is captured by perceived enjoyment. This study conrms the signicant role of perceived usefulness and enjoyment in users continuance decisions in the SNS environment. User conrmation of expectations is signicantly associated with user satisfaction. The results of this study support the idea that a users level of conrmation is a key determinant of the users level of satisfaction. User post-adoption expectations are also affected by the users levels of conrmation. Conrmation explains more than 30% of the variances in perceived usefulness and perceived enjoyment. This result supports the cognitive dissonance theory and the appraisal theory. More importantly, conrmation is a stronger predictor of the formation of user satisfaction than perceived usefulness and perceived enjoyment, implying that it is the most critical factor for enhancing user satisfaction. The results show that an SNS users intention to continue to use a given system is not only affected by the constructs

FIG. 2.

Analysis of results.

UNDERSTANDING ANTECEDENTS OF CONTINUANCE INTENTION IN SNS considered in ECM, but also by other factors such as the opinions of relevant others. Interpersonal inuence plays a signicant role in forming continued usage intention toward SNS. The effect of interpersonal inuence is currently more important than the medias inuence due to the popularity of Web 2.0 technologies.32 Web 2.0 technologies are associated with web applications that facilitate interactive information sharing, interoperability, and collaboration on the World Wide Web. Users can easily share their knowledge of target products and services by using Web 2.0 technologies, as exemplied in instant messaging services and online reviews. When users acknowledge that relevant others around them have used SNS, they are more likely to continue to use it themselves. Thus the results of the present study conrm the salient role of interpersonal inuence in shaping users continuance intention in the SNS environment. However, media inuence is found to have an insignicant effect on SNS continuance intention. In line with this nding, some studies have suggested that individuals view information from media as being less informative and trustworthy than information from others.32,33 Theoretical and Practical Implications This study analyzed the key predictors of user SNS continuance behavior by incorporating subjective norm into ECM. It was found that the proposed theoretical model provided a more comprehensive understanding of users SNS continuance behavior, which accounted for 43% of variance in SNS continuance intention. Although most research on IS continuance has shed little light on the impact of interpersonal inuence and media inuence on IS continuance decisions, the results of this study supported the idea that interpersonal inuence plays a critical role in the formation of user continuance intention even in the post-adoption stages. Neglecting interpersonal inuence may lead to IS continuance models that are incomplete and potentially misleading. By demonstrating that the constructs used in ECM and subjective norm are indeed factors of SNS post-adoption decisions, this study provided a deeper understanding of user continuance behavior toward SNS. SNS providers should focus on efforts to improve the level of continuance intention by enhancing the level of user extrinsic and intrinsic motivations. Most SNS providers have been trying to enhance the level of user extrinsic motivation though several performance-oriented strategies. They have focused on increasing user task performance or encouraging efciency, resulting in the formation of favorable satisfaction and behavioral intention. For example, SNS users experience extrinsic motivation from maintaining contact with friends and family, as well as from expressing their thoughts through their diaries and visitors books.34 However, SNS providers have paid little attention to some hedonic-oriented strategies, despite the importance of enjoyment and fun experiences in the post-adoption stages. With respect to enjoyment, SNS providers may nd it necessary to add rich entertainment functions to their products or services. Pleasure and fun are considered prerequisites for successful products and services.35 Some empirical studies have shown that the level of entertainment provided by an IS product or service is strongly related to its success.6,8 According to the ow theory,36 the users pleasurable and fun experiences are associated with the ow state. Flow refers to the holistic expe-

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rience that users feel when they act with total involvement. SNS providers could create revenue by encouraging their active users to purchase pleasurable virtual items, such as avatars, games, and music.1,21 For example, Cyworld users can create their own content, decorate their rooms, and dress up their avatars through the purchase of virtual items. Additionally, SNS providers should take notice that interpersonal inuence serves as a predictor of SNS continuance intention. The effect of interpersonal inuence is similar to that of network externalities, since as the number of active existing users grows, the benets and values of the IS improve. In an SNS environment, the more people who register with a SNS, the more useful and valuable the SNS is to its registrants. The network effect leads to increasing continuance intention toward the SNS, and the SNS providers can increase their revenue from reducing of marketing costs and higher service usage levels. Limitations and Future Studies This study has some limitations. Since it uses a crosssectional survey method of data collection, this study may not fully capture the dynamism and complexity of SNS continuance decision processes. Because the results here represent a snapshot of the post-adoption phenomenon, further research adopting a longitudinal data collection method is necessary to investigate changes in decision criteria from a dynamic perspective.7,8 Second, the results should be interpreted carefully, given that the data were collected from only one county. Although South Korea is a leading country in the IS industry, and therefore likely to be a good place to conduct studies such as this one, it should be remembered that cultural differences can inuence user continuance decision processes.37,38 Further study is, therefore, necessary to replicate the ndings via data from other countries to conrm the generalizability of these results. Disclosure Statement No competing nancial interests exist. References
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Address correspondence to: Byoungsoo Kim Samsung Economic Research Institute 31st FL, Samsung Life Insurance Seocho Tower Seocho 2-dong, Seocho-gu Seoul 137-955 South Korea E-mail: tree9901@business.kaist.edu

(Appendix follows)?

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Appendix A
List of Model Constructs and Items SNS Continuance Intention5 I intend to continue my use of Cyworld in the future. I intend to increase my use of Cyworld in the future. I will keep using Cyworld as regularly as I do now. If I could, I would like to continue my use of Cyworld. User Satisfaction5 is derived from the ECM. How do you feel about your over experience with Cyworld use? Very dissatised/Very satised Very displeased/Very pleased Very frustrated/Very contented Absolutely terrible/Absolutely delighted Perceived Usefulness4 is derived from the ECM. Using Cyworld helps me accomplish things more quickly. Using Cyworld helps me perform many things more conveniently. Using Cyworld increases my productivity. I nd Cyworld useful in my life. Perceived Enjoyment6,21 is derived from the ECM. Using Cyworld is enjoyable. Using Cyworld is pleasurable. I have fun with using Cyworld. I nd using Cyworld to be interesting. Conrmation5 is derived from the ECM. My experience with using Cyworld was better than what I expected. The service level provided by Cyworld was better than I expected. Overall, most of my expectations from using Cyworld were conrmed. Interpersonal Inuence39 is derived from subjective norm. People who are important to me want me to use Cyworld. People who inuence my behavior think I should use Cyworld. People whose opinions I value prefer me to use Cyworld. Media Inuence39 is derived from subjective norm. Information from mass media suggests that I should use Cyworld. Information that I gather by mass media encourages me to use Cyworld. Based on what I have heard or seen on mass media, I am encouraged to use Cyworld.

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