Continuance intention to use Facebook: understanding the roles of attitude and habit

This study aims to propose a model for examining different effects of attitude, continued intention to use Facebook and habitual usage on social-information seeking and self-disclosure. Specifically, the proposed model aims to enhance continued intention to use and strengthen specific social networking behaviour.

This study involved a group of undergraduates, between 20 and 25 years. Most measurement items in this study came from relevant prior studies, and the questionnaire was prepared in English. On the basis of over 400 data points, all items were tested with structural equation modelling.

Two major findings emerged: attitude, continued intention to use and habitual usage affect self-disclosure; and habitual usage is the only factor that affects social-information seeking.

The proposed model amplifies the significance of attitude, continued intention to use and habitual usage. The model also affords researchers an enhanced understanding of the Facebook usage of young adults. The key limitation of this study is that it only involves undergraduate students.

This study suggests that online marketers should prepare diverse kinds of strategies, particularly to understand different behaviours of their fan pages’ followers. Specific communication strategies should be used.

To the best of the author’s knowledge, this study is the first to investigate the impacts of the three factors in one study. It enriches the extent to which prior studies identified and acknowledged the roles played by attitude, continued intention to use and habitual usage.