Factors Affecting Users' Intention to Use Social Networking Sites: A Mediating Role of Social Networking Satisfaction

نویسندگان

چکیده

This research is aimed to identify factors affecting users’ Intention Use (ITU) Social Networking Sites (SNSs) with moderating role of social networking satisfaction. There are considerable works regarding influencing the (SNSs), but no conducted on a mediating factor intends relation sociability, fashion/ status, perceived entertainment, and benefit satisfaction degree which associated using SNSs. For this purpose, three hundred eleven data were collected by online survey in-person interviews from Dhaka city. After that, we analyzed smart PLS-SEM. We justified measurement model determine whether constructs represent users' ITUSNSs. When validation was confirmed, structural PLS 3.3.3. From our analysis, it revealed that partially mediates sociability motivation, fashion/status, benefit, whereas completely entertainment. result will help practitioners make decisions Because or other some limitations research. Future researchers should take more sample sizes consider all age-ranged respondents. They can also conduct same based different justify present study. may another multiple variables for

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ژورنال

عنوان ژورنال: Canadian journal of business and information studies

سال: 2022

ISSN: ['2663-7812', '2663-7820']

DOI: https://doi.org/10.34104/cjbis.022.01120124