Continuous Usage Intention of Social Media: Α Study Among Facebook Users

Abstract: This study aimed to explore the variables that may plays a significant role in inducing facebook users to use facebook continuously. The population of this study are all facebook users who have actively used facebook as a social media for at least one year. Puprosive sampling technique was used in this study and 290 respondents were enrolled. The data was collected using a questionnaire and further analyzed with path analysis and SEM-PLS approach. The results showed that perceive easy of use, perceived critical mass, perceived enjoyment, and perceived information inteligent have a positive and dan significant effect towards perceived usefulness. Perceived usefulness also has a positive and significant effect on users attitude, and users attitude has a positive and significant effect on intentions to use facebook continuously among its users. Hence, it is important for facebook as a social media to maintain its perceived usefulness in order to create a positive impact on its users and induce facebook users to use the social media continuously