The contributing factors of continuance usage of social media: An empirical analysis

The problem of leveraging social media for establishing and sustaining consistent policies, procedures and methods of online communication can be challenging for busy professionals. To address this issue and to contribute to the literature we develop our research model to gain a deeper upstanding of the factors that influence social media continuance usage. The theoretical background for our research model are technology acceptance model and diffusion of innovation. We collected our data from college students that are enrolled in a large public university located in North America. We analyze our data using confirmatory factor analysis and structural equation modeling. The results of our data analysis show that ease of use, usefulness, and satisfaction of social media have a positive and significant influence on social media continuance usage. Also, our results show that relative advantage, compatibility, information quality, and risk of social media have a positive influence on the usefulness of social media. We discussed the results implications for theory development and practice.