Users’ Perceptions, Attitudes and Continuance Intentions of Facebook: Insights from Pakistan

Uses of social network sites (SNSs) are diversifying in an astounding fashion. SNSs (e.g. Facebook) can no more be seen as online platforms solely for socializing. This study examines the Facebook users’ perceptions, attitudes and continuance intentions of the site (Facebook). To meet this objective data was collected from a purposive sample of 211 respondents who have been using Facebook for more than one year. Results show that users perceive Facebook as a useful source of information and entertainment. Furthermore, results reveal that users perceive Facebook as a platform for self-expression, building social capital and meeting offline and new contacts. Perceptions about Facebook as a source of information and a platform of self-expression have a positive effect on users’ continuance intentions of the site (Facebook). Attitudes toward the Facebook mediate the relationship between users ’perceptions of the site as a source of entertainment and a platform of building social capital and their continuance intentions of the site.