Extrinsic versus Intrinsic Motivation in Continued Twitter Usage

This research investigates use continuance in the most popular microblogging service, Twitter. Based on TAM and motivational models, we develop an integrated research model to explore the motives that lead users to continued Twitter usage. Structural equation modelling analysis of survey data from 385 Twitter users revealed the salient role of intrinsic motivation and perceived ease of use in continued Twitter usage. Our findings have important implications for theory and practice in this new area of inquiry.

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