TITLE

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

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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

KEYWORDS

attitude, continuos usage intention, perceived critical mass, perceived easy of use, perceived enjoyment, perceived information intelligent, perceived usefulness

 

Cite this paper

Ni Nyoman Kerti Yasa, Putu Laksmita Dewi Rahmayanti, I Gusti Agung Gede Witarsana, Ary Wira Andika, Nilna Muna, Ida Ayu Putu Widani Sugianingrat6. (2021) Continuous Usage Intention of Social Media: Α Study Among Facebook Users. International Journal of Economics and Management Systems, 6, 357-364

 

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