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Understanding link sharing tools continuance behavior in social media

Jianjun Sun (School of Information Management, Nanjing University, Nanjing, China)
Dongfang Sheng (School of Information Management, Nanjing University, Nanjing, China)
Dongxiao Gu (School of Management, Hefei University of Technology, Hefei, China)
Jia Tina Du (School of Information Technology and Mathematical Sciences, University of South Australia, Adelaide, Australia)
Chao Min (School of Information Management, Nanjing University, Nanjing, China)

Online Information Review

ISSN: 1468-4527

Article publication date: 13 February 2017

1496

Abstract

Purpose

The purpose of this paper is to investigate the continued use behavior (CU) of link sharing tools based on uses and gratifications theory, the theory of planned behavior and expectation confirmation theory. It then builds a conceptual model that is empirically tested.

Design/methodology/approach

Data were collected from 343 students (undergraduates, masters, PhD students, and MBAs) from three Chinese universities via a two-phrase survey. The tools SPSS 18.0 and AMOS 18.0 were used to analyse the reliability, validity, model fits and SEM, respectively.

Findings

The results indicate that an individual’s CU of link sharing tools was determined by his or her continued use intention directly and subjective norm indirectly. Users’ satisfaction on link sharing tools was the main factor affecting the continuance intention. Individuals’ motivation needs such as cognitive needs, personal integrative needs, and social integrative needs were found to be the significant predictors of his or her satisfaction. Besides, people with high privacy concern tended to have less satisfaction with link sharing tools.

Originality/value

This study explores users’ CU of link sharing tools in social media for the first time. The theoretical model developed shows the predictors behind people’s CU.

Keywords

Acknowledgements

This research is partially supported by the National Natural Science Foundation of China under grant with No. 71273125, China National Social Science (Major Program) grant with No. 12&ZD221, Anhui Provincial Philosophy and Social Science Planning Fund Program with No. AHSKQ2014D23, and Anhui Provincial Department of Education Humanities and Social Science Foundation with No. SK2013A148.

Citation

Sun, J., Sheng, D., Gu, D., Du, J.T. and Min, C. (2017), "Understanding link sharing tools continuance behavior in social media", Online Information Review, Vol. 41 No. 1, pp. 119-133. https://doi.org/10.1108/OIR-08-2015-0261

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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