Effects of Perceived Values on Continuance Usage of Facebook

Facebook is one of the renowned social networking sites (SNS) on the Internet. As compared to the conventional SNS, it not only provides social interaction features, but has more entertainment elements on the website. Many Facebook users use the website for the purpose of playing the embedded games rather than use its original social features, i.e., individual's perceived values about the usage of Facebook may have changed. Consequently, it is an interesting issue to know individual's perceived values and satisfaction toward continuance usage of the new style SNS like Facebook. Based on prior literatures, three different value orientations, including social orientation, entertainment orientation and fashion orientation, were adopted in this study to examine their influence on individual's satisfaction and continuance intention to use Facebook. An empirical survey and partial least squares (PLS) technology was utilized to test the proposed hypotheses. Several empirical results were found. Both academic and practical implications are discussed.