Research On Factors Relevant To Social Networking Continuance Intention And Its Impediments

This research examines the factors that encourage the intention to continue social networking use and its challenges.Constructs from content,utilitarian and hedonic gratification has been theorized to significantly and positively affect continuance intention.Social network fatigue has been theorized to have direct and moderating effect on continuance use intention.The proposed research model incorporates constructs from uses and gratification theory,continuance use intention,and social network fatigue.The study examines the relationship between the three constructs of UGT;information sharing,personal integration and escapism,the direct effect,and moderating effect of social network fatigue.A quantitative data was gathered through an online survey tool using a snowball random sampling,and a total of 178 data was collected from the respondents and analyze with structural equation modeling(SEM).The result of the study explain a greater percentage of variance of continuance use intention on social networking.From the findings,information sharing(?= 0.207,p= 0.006)and escapism(?= 0.305,p= 0.00)and significantly related to continuance intention.Personal integration and social network fatigue are not statistically significant to continuance use intention,although,social network fatigue is found to moderate the relationship between information sharing,personal integration,and escapism with continuance use intention.Furthermore,demographic variables such as age,gender,experience,frequency of use,and time spent on WeChat were also measured and it was found that gender and time spent on WeChat was significant to continuance use intention.This research study helps to explain the relationship between factors that encourage continuance intention through the lens of UGT and the ways social network fatigue poses a challenge.