What drives continuance intention towards social media? Social influence and identity perspectives

Athapol Ruangkanjanases, Shu Ling Hsu, Yenchun Jim Wu*, Shih Chih Chen, Jo Yu Chang

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

34 Citations (Scopus)


With the growth of social media communities, people now use this new media to engage in many interrelated activities. As a result, social media communities have grown into popular and interactive platforms among users, consumers and enterprises. In the social media era of high competition, increasing continuance intention towards a specific social media platform could transfer extra benefits to such virtual groups. Based on the expectation-confirmation model (ECM), this research proposed a conceptual framework incorporating social influence and social identity as key determinants of social media continuous usage intention. The research findings of this study highlight that: (1) the social influence view of the group norms and image significantly affects social identity; (2) social identity significantly affects perceived usefulness and confirmation; (3) confirmation has a significant impact on perceived usefulness and satisfaction; (4) perceived usefulness and satisfaction have positive effects on usage continuance intention. The results of this study can serve as a guide to better understand the reasons for and implications of social media usage and adoption.

Original languageEnglish
Article number7081
JournalSustainability (Switzerland)
Issue number17
Publication statusPublished - 2020 Sept


  • Expectation-confirmation model (ECM)
  • Group norms
  • Image
  • Perceived critical mass
  • Social identity
  • Social media

ASJC Scopus subject areas

  • Computer Science (miscellaneous)
  • Geography, Planning and Development
  • Renewable Energy, Sustainability and the Environment
  • Building and Construction
  • Environmental Science (miscellaneous)
  • Energy Engineering and Power Technology
  • Hardware and Architecture
  • Computer Networks and Communications
  • Management, Monitoring, Policy and Law


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