Modeling Use Continuance Behavior in Microblogging Services: the Case of Twitter

The most popular microblogging service, Twitter, has established a large user base, in spite of numerous criticisms. This study aims to examine why this is the case. In particular, the study develops a model of microblogging use continuance based on theories of continuance, habit and critical mass. The model is then tested via a Web survey of Twitter users and PLS path modeling. The results suggest that continued use intention is strongly determined by perceived usefulness, satisfaction and habit (R=0.454). The paper rounds off with conclusions and implications for future research and practice in this very new area of inquiry.