Online Social Networking Sites Continuance Intention: A Model Comparison Approach

Retaining existing users and letting them continue to use the current social networking sites (SNSs) have become increasingly challenging for developers. This study takes a model comparison approach to investigate this important issue. Based on technology acceptance model, self-determination theory, and net-valence model, our study develops four models that explain individuals’ continuance intention. Based on the data collected from U.S. SNS users, all four models can predict individuals’ intention reasonably well, and net-valence model with perceived benefits and risks as second-order constructs explains the largest amount of variance of SNS continuance intention. This study is among the first model comparison studies in the SNS continuance area. It is also among the first to apply self-determination theory and net-valence model to investigate SNS continuance.