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AUTHOR(S): Ni Nyoman Kerti Yasa, Putu Laksmita Dewi Rahmayanti, I Gusti Agung Gede Witarsana, Ary Wira Andika, Nilna Muna, Ida Ayu Putu Widani Sugianingrat6
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TITLE Continuous Usage Intention of Social Media: Α Study Among Facebook Users |
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ABSTRACT This study aimed to explore the variables that may plays a significant role in inducing facebook users to use facebook continuously. The population of this study are all facebook users who have actively used facebook as a social media for at least one year. Puprosive sampling technique was used in this study and 290 respondents were enrolled. The data was collected using a questionnaire and further analyzed with path analysis and SEM-PLS approach. The results showed that perceive easy of use, perceived critical mass, perceived enjoyment, and perceived information inteligent have a positive and dan significant effect towards perceived usefulness. Perceived usefulness also has a positive and significant effect on users attitude, and users attitude has a positive and significant effect on intentions to use facebook continuously among its users. Hence, it is important for facebook as a social media to maintain its perceived usefulness in order to create a positive impact on its users and induce facebook users to use the social media continuously |
KEYWORDS attitude, continuos usage intention, perceived critical mass, perceived easy of use, perceived enjoyment, perceived information intelligent, perceived usefulness |
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Cite this paper Ni Nyoman Kerti Yasa, Putu Laksmita Dewi Rahmayanti, I Gusti Agung Gede Witarsana, Ary Wira Andika, Nilna Muna, Ida Ayu Putu Widani Sugianingrat6. (2021) Continuous Usage Intention of Social Media: Α Study Among Facebook Users. International Journal of Economics and Management Systems, 6, 357-364 |
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