Continuance Intention to Use Facebook: Role of Perceived Enjoyment and Trust

Abstract

Social media have become an integral part of life of majority of the people recently. Facebook has become one of the main methods of social connection and interaction around the world recently. The paper attempts to identify the factors affecting user's continuance of Facebook. A research model is proposed on the theoretical framework of Technology Acceptance Model (TAM), The Flow theory and Information Systems Continuance Model. The sample constituted students of undergraduate and post graduate courses in Central Kerala. The study used Structural Equation Modelling (SEM) and the results indicate that the major drivers of satisfaction in using Facebook are perceived enjoyment followed by trust and perceived usefulness in using the site. The study shows that user satisfaction leads to continuance intention to use Facebook.