See you on Facebook: exploring influences on Facebook continuous usage

Abstract

Facebook is a computer-mediated social network site (SNS) that has become a popular communication medium. Facebook permits individuals to construct a public profile within a bounded system, articulate a list of other users with whom they share a connection, and view their list of connections within the system. This study examines influences on Facebook continuous usage in Taiwan. An online survey was performed on a sample of 409 Facebook users. Structural equation models are used to examine hypotheses within the theoretical framework. Analytical results indicate that personal innovativeness, attachment motivation, and subjective norm (SN) positively affect perceived enjoyment (PE) and user attitude (ATT) towards Facebook. PE is positively related to user ATT. Furthermore, users are willing to continuously use Facebook when SN, PE, and user ATT are high.

Keywords:

• Facebook
• social network site
• perceived enjoyment
• attitude

Acknowledgement

I gratefully acknowledge the helpful comments of associate editor Gisela Cakir on an earlier version of the paper.