Does Trustworthy Social Networking Sites Draw User's Persistency Behaviors? Examining Role of Trust in Social Networking Sites Continuance Usage

While many researchers pointed out the importance of trust on Information Systems (IS) usage, this study explored the role of trust on usage of CMC media in the context of social networking sites (SNS). Social exchange theory (SET) and the expectation confirmation model of IS continuance (ECM-IS) were employed in the research model. The research model investigated SNS users’ continuous usage behaviors under antecedents from supporting theories and the impact of trust on all those antecedents simultaneously. The empirical research findings, using a Web survey in the context of Facebook, which is the most popular SNS, revealed that users trust in SNS impacts on overall perceptions of SNS and their usage. Discussions and limitation of research is addressed.

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