Social Networking Site Continuance: The Paradox of Negative Consequences and Positive Growth

The growth of social networking sites (SNSs) introduces a variety of interesting behaviors by users of these online informing environments. SNSs have become important informing channels for both personal and commercial interests, but paradoxically some experience enormous growth even when unfavorable consequences are continually reported, while others decline. This research investigates new factors influencing SNS satisfaction and continuance intention. A survey given to college students in a North American university using sites like Facebook or MySpace was used to examine satisfaction and continuance intention based on transdisciplinary theories of technology acceptance and satisfaction, with the addition of two new constructs. The results indicate that authority figure users have a negative moderating effect on satisfaction, while resistance to change positively affects continuance intention, even in the face of such dissatisfaction. Limitations of the study include the use of only North American students as subjects. Therefore, cultural issues and the use of a student sample make the results inapplicable to the general population. The results of the study help explain why some SNS environments might enjoy growth and popularity even as others fail, extending the literature on continuance intention and also providing implications for practitioners.