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Understanding Facebook Continuance Intention – A Path Analysis Approach
Keywords
Technology Acceptance Model, Path Analysis, Facebook usefulness, Social Networking Websites
Abstract
For over a decade, Facebook is part of the everyday life of university students. Its growing popularity is stimulating researchers to understand the factors that are driving young people to join and use social networking websites. The technology acceptance model is a well-known theory that has been widely used to explain technology acceptance and the intention to further use it. This paper aims to analyze in more detail the continuance intention by taking into account four facets of Facebook's usefulness. A path analysis approach has been taken in order to analyze the contribution of six factors: perceived enjoyment, usefulness for career orientation, usefulness for personal development, usefulness for finding information and resources, usefulness for socialization and collaboration, and perceived ease of use. The results show that the perceived enjoyment is the main driver of the continuance intention, followed by the perceived ease of use, usefulness for career orientation, and usefulness for collaboration and socialization.