Volume No. :   9

Issue No. :  1

Year :  2018

ISSN Print :  0976-495X

ISSN Online :  2321-5763


Registration

Allready Registrered
Click to Login

Trust and Hedonic Motivation: Predicting the Satisfaction and Continuance Intention to use Facebook



Address:   Praveena K
Assistant Professor, SCMS School of Technology and Management, Cochin, Kerala, India.
*Corresponding Author
DOI No: 10.5958/2321-5763.2018.00048.3

ABSTRACT:
The use of Social Networking Sites has become a routine of the daily life of people. There are numerous sites with varied features and with users with different motives. Facebook is the largest site in terms of the user base. For all these sites, one of the concerns is to maintain the active users. The focus of the study is to analyse the significance of Trust and Hedonic Motivation in predicting Satisfaction and Continuance intention. The results show that hedonic motivation is the main predictor of the continuance intention to use Facebook. Trust is also a found to have a significant influence on Satisfaction and continuance Intention. Satisfaction is found to partially mediate the relationship of trust and hedonic motivation towards the continuance intention.
KEYWORDS:
Trust, Hedonic Motivation, Satisfaction, Continuance Intention, Social Networking Sites, Facebook
Cite:
Praveena K. Trust and Hedonic Motivation: Predicting the Satisfaction and Continuance Intention to use Facebook. Asian Journal of Management. 2018; 9(1):317-321.
[View HTML]     



Visitor's No. :   181760