A Cross-cultural Comparative Study of Continued Usage of Social Networking Services

The objective of the present study is to extend our theoretical understanding of SNS adoption to continuance usage, we chose the expectation-confirmation model (ECM) of IS continuance as the theoretical foundation, and developed an ECM-based research model. In addition, as the growth of SNS is a global phenomenon, we tested the model using survey data collected from college students in the United States and China, and compared the results between two different cultural groups. The findings of this study will not only help us identify the motivational and perceptional factors in SNS continuance usage, but also reveal the different roles of those factors playing in different cultural contexts.