Understanding Users’ Continuance of Facebook: An Integrated Model with the Unified Theory of Acceptance and Use of Technology, Expectation Disconfirmation Model, and Flow Theory

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Author(s): Chia-Lin Hsu (National Taiwan University of Science and Technology, Taiwan)and Cou-Chen Wu (National Taiwan University of Science and Technology, Taiwan)
Copyright: 2013
Pages: 15
Source title: Studies in Virtual Communities, Blogs, and Modern Social Networking: Measurements, Analysis, and Investigations
Source Author(s)/Editor(s): Subhasish Dasgupta (George Washington University, USA)
DOI: 10.4018/978-1-4666-4022-1.ch005

Keywords: Information Science Reference / Media & Communications / Social Computing / Virtual Communities & Virtual Reality

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Abstract

The purpose of this study is to develop an integrated model designed to examine users’ continuance of Facebook based on the unified theory of acceptance and use of technology (UTAUT), the expectation disconfirmation model (EDM), and flow theory. Empirical data collected from 482 users who have experience with Facebook are subjected to structural equation modeling based on the proposed research model. Results show that users’ continuance intention of Facebook is determined by social influence, performance expectancy, effort expectancy, flow experience, and satisfaction. Satisfaction is significantly affected by flow experience and disconfirmation. Results also suggest that effort expectancy is positively related to flow experience. Based on the findings, managerial implications are discussed in this paper and directions for future research are also highlighted.

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Understanding Users’ Continuance of Facebook: An Integrated Model with the Unified Theory of Acceptance and Use of Technology, Expectation Disconfirmation Model, and Flow Theory

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