A nonlinear relationship between the consumer satisfaction and the continued intention to use SNS services: The moderating role of switching cost

Many studies have presented multiple value dimensions regarding consumer decision behavior, and investigated the effect of online consumer satisfaction on continued intention to use social networking site (SNS) services. Although previous studies have identified the factors affecting continued intention to use SNSs, the relationships of consumer satisfaction and continued intention are vague. This study explores the moderating role of switching cost on the relationship between consumer satisfaction and continued intention to use SNS services. Based on an empirical analysis of survey samples, this study reveals a compelling finding: consumer satisfaction has a reverse S-shaped function of continued intention to use in SNS services when the switching cost is high. This result shows the vital role of switching cost in the context of the continued intention to use SNS services. This paper presents a discussion on the theoretical and managerial implications, and provides suggestions for future studies.

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