Why Do People Stick to Play Social Network Sites? An Extension of Expectation-Confirmation Model with Perceived Interpersonal Values and Playfulness Perspectives

The rapid progress of the Internet and communication technologies has changed our daily lives dramatically. The presence of the social networking sites (SNS) provides the users new types of communicating media. Understanding SNS users’ needs, getting popular gathering, acquiring potential users and making users stick on the websites are critical for their sustainable operation. Based upon expectation-confirmation model (ECM), this study explores the factors influencing users’ stickiness on SNS. The instrument for data collection was meticulously developed. The partial least squares technique was applied for validating the proposed research model and hypotheses. The findings of this study are expected to provide practical guidance to the SNS owners and serve as instrumental references to the research discipline to understand the causal effects of the related perceived factors that may influence users’ satisfaction, continuance motivation and stickiness towards SNS. That will further enhance the business performance of the SNS operations.