Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

MODELING USE CONTINUANCE BEHAVIOR IN MICROBLOGGING SERVICES: THE CASE OF TWITTER

VIEWS: 13 PAGES: 10

The most popular microblogging service, Twitter, has established a large user base, in spite of numerous criticisms. This study aims to examine why this is the case. In particular, the study develops a model of microblogging use continuance based on theories of continuance, habit and critical mass. The model is then tested via a Web survey of Twitter users and PLS path modeling. The results suggest that continued use intention is strongly determined by perceived usefulness, satisfaction and habit (R^sup 2^=0.454). The paper rounds off with conclusions and implications for future research and practice in this very new area of inquiry. [PUBLICATION ABSTRACT]

More Info
To top