Understanding Users’ Continuance Usage for Social Network Services: A Theoretical Model And Empirical Assessment

As a newly emerged e-business model, Social Network Services (SNS) has encouraged new ways of communication and relationship building, also viewed as “the next big thing after Google”. This study draws attention to the substantive differences between adoption and continuance behaviors in the context of SNS, develops the usage continuance model of SNS to investigate continued usage behavior and underlying factors through literature review and theoretical analysis, verified by an empirical test that involved structural equation modeling. This study will advance the theory of IS continuance, provide a comprehensive research model to investigate the post-adoptive behaviors of SNS and help SNS-empowered businesses and organizations to identify critical factors fundamental to long-term viability and the eventual success of their businesses.