An Empirical Study Of The Factors Affecting User’s Continued Use Of SNS

The rapid development of technology and the widespread popularity of WEB2.0accelerate the development of SNS websites. Continued usage of SNS website is the key to success. In order to provide quality of service and competitive advantage, the SNS service provider has to understand the reasons for the continued use of the website. The purpose of this study is to explore the reason for impacting the continued usage of SNS and provide suggestions for the SNS website service provider.In this study,user’s continued use of SNS as a research object, based on the Expectation Confirmation Model of Information System continuance (ECM-IS),adding the social identity, self identity and habit factors, establishment a model of user’s continued use of SNS. Based on the literature review, and data collection by electronic questionnaire, validate the research model and hypothesis of this study by empirical research.The main conclusions of this study:(1) User’s continuance intention influenced mostly by user’s satisfaction. Perceived usefulness has not a significant effect on continuance intention, and has a positive effect on satisfaction, but it is not very significant.(2) Expect confirmation has a positive effect on satisfaction and perceived usefulness. Effects on satisfaction are stronger than effects on perceived usefulness.(3) Social identity and self-identity have a positive effect on a user’s continuance intention from satisfaction. Effects of social identity on satisfaction are stronger than the effects of social identity on satisfaction. Self-identity also has a positive effect on social identity.(4) User’s continuance intention and habit have a positive effect on user’s continued use of SNS.