Social influence or personal attitudes? Understanding users’ social network sites continuance intention

This study aimed to examine the impact of social influence and personal attitudes on users’ continuance intention. Based on social influence theory, this study developed a theoretical model to explore what factors can influence users’ social network sites continuance intention.

To validate the research model, the authors used an online survey instrument to gather data. Hypotheses were tested using partial least squares modeling.

Using a data set including 229 WeChat users in China, the authors found that the influence of subjective norms and group norms on continuance intention is insignificant. Moreover, social identity and personal attitudes were proved to be significant predictors of continuance intention. Specifically, gender played a moderating role in the relationship between social identity and continuance intention. In addition, gender moderated the effect of personal attitudes on continuance intention as well.

This study provided insights into how social influence affects users’ continuance intention. Moreover, this study concentrated on the different impact of social influence and personal attitudes on users’ continuance intention. Specifically, the authors explored gender differences in users’ continuance intention. The results extend the knowledge about the differences of males versus females in using social network sits.