Abstract

The Social network sites (SNS) has been rapid diffusion around the world. With the increasing importance of SNS, continuance intention also becomes a popular issue in the SNS context. SNS providers have to maintain better relationships with users and make individuals continue to use their sites. Based on this phenomenon, the objective of this study is to gain a better understanding of the continuance intention of SNS through examining the effects of commitments. Specifically, followed Meyer and Allen’s three-component model of commitment, we develop a theoretical model to understand the factors that influence normative, affective and continued commitment and investigate the effects of commitments on continuance intention in the SNS context. Through a survey-based empirical investigation, we anticipate the results to enhance our existing knowledge on continuance intention in the SNS context.

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