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Abstract

In this research, the authors examine members’ decisions to continue using social networking sites. Site use leads to the growth of social relationships, increased volume of site traffic, and an accumulation of user-generated contents; hence, it is imperative to the long-term success of social networking sites. Drawing on the Theory of Consumption Value, we develop a research model to examine the key values that members derive from networking sites. This model systematically identifies functional, social, epistemic, emotional, and conditional values and contends that these values influence members’ continued site-use decisions. In addition, the research model captures the major determinants of the five value constructs as stemming from networking service attributes, member personalities, website designs, and computing environment. The research model was empirically validated through survey data collected from social networking site users, and the analysis results provided strong support to the hypothesized relationships. The current study generates new knowledge on the literature of social networking sites; it also sheds light on site management for networking service providers.

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