Title: Understanding consumers' continuous usage intention of social media: an empirical study of Facebook users

Authors: Kuo Cheng Chung; Chun Min Lin

Addresses: Department of Shipping and Transportation Management, National Penghu University of Science and Technology, No. 300, Liuhe Rd., Magong City, Penghu County, 880011, Taiwan ' Marketing and Distribution Management Department, Tzu Chi University of Science and Technology, No. 880, Sec. 2, Chien-kuo Rd., Hualien City, 973302, Taiwan

Abstract: The application development of social media sites has become diversified and popular, such that related research has increased excessively. For modern people, social media are important social platforms for instant interaction and relationships among contacts. This study aims to discuss how perceived interactivity and perceived critical mass affect social capital and whether social capital affects continuous usage intention. SPSS and Smart PLS were used for analysis, and a total of 814 valid questionnaires were collected. This study shows that social interaction will have a positive effect on social capital. Social capital has a positive effect on continuous usage intention. This study indicates that user identity and interactive network have different levels, which can help understand users' continuous usage intention through the strength of the connection in social capital.

Keywords: social media sites; social capital; perceived interactivity; continuous usage intention.

DOI: 10.1504/IJMC.2024.136639

International Journal of Mobile Communications, 2024 Vol.23 No.2, pp.201 - 222

Received: 11 May 2021
Accepted: 23 Mar 2022
Published online: 09 Feb 2024 *

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