Exploring the Factors Determining Individuals' SNS Continuance: An Empirical Study in the Chinese Context

IS continuance is important for IS providers to increase both their revenues and profits, and to achieve success. With the penetration of SNS into people’ lives, SNS has attracted the attentions of IS researchers and become a hot topic. This study develops a model to explore the factors determining individuals’ continuous intention and use of SNS. Based on 221 useful questionnaires, the research model is empirically tested together with a number of hypotheses. The results show that satisfaction together with perceived usefulness, perceived playfulness and social influence positively impact users’ continuance intention. Continuance intention and satisfaction are found to have positive influences on users’ continuous use of SNS, and continuous intention exerts a stronger influence on continuous use than satisfaction. The implications to theories and practice are discussed as well.