Investigating factors affecting on continuance intention to use the social network websites: The case of LinkedIn

Jafari, Seyed Mohammadbagher; Karimi, Asef; Abarghou, Zahede I

doi:10.22054/ims.2016.6994

Document Type : Research Paper

Authors

¹ َ Assistante Prof., Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran.

² Assistante Prof., Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran

³ MSc in eMBA, Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran.

https://doi.org/10.22054/ims.2016.6994

Abstract

رSocial networks are a new generation of social relationship area that despite short lifetime, have been able to play an important role in people’s life.Given the importance and presence of social networks in today lives and growing their influence and impact, understanding of user behavior patterns has become interesting subjects of researches. The aim of this study is to investigate the factors affecting on continuance intention to use online social network websites and LinkedIn was chosen as a specialized social network in this research. The population was all of Iranian members of LinkedIn. The random available sampling was used and 352 questionnaires were collected and analyzed. The hypotheses were tested with using structural equation modeling. After variable factor analysis and the relations between variables and their impact on each other were examined through path analysis. Social effects, content, value, ease of use, the tie strength and satisfaction from social networks have been identified as factors affecting on continuance intention to use of social network websites. Meanwhile the satisfaction with higher path coefficient has a stronger impact than other factorsSocial networks are a new generation of social relationship area that despite short lifetime, have been able to play an important role in people’s life.Given the importance and presence of social networks in today lives and growing their influence and impact, understanding of user behavior patterns has become interesting subjects of researches. The aim of this study is to investigate the factors affecting on continuance intention to use online social network websites and LinkedIn was chosen as a specialized social network in this research. The population was all of Iranian members of LinkedIn. The random available sampling was used and 352 questionnaires were collected and analyzed. The hypotheses were tested with using structural equation modeling. After variable factor analysis and the relations between variables and their impact on each other were examined through path analysis. Social effects, content, value, ease of use, the tie strength and satisfaction from social networks have been identified as factors affecting on continuance intention to use of social network websites. Meanwhile the satisfaction with higher path coefficient has a stronger impact than other factors

Keywords

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