Full Length Article Factors inﬂuencing continuance intention to use social network sites: The Facebook case Samar Mouakket College of Business Administration, Department of Management Information Systems, University of Sharjah, P.O. Box 27272, Sharjah, United Arab Emirates article info Article history: Received 3 January 2015 Revised 25 June 2015 Accepted 26 June 2015 Keywords: Expectation–conﬁrmation model Social network sites Continuance usage intention Habit Subjective norms Enjoyment abstract Social networking sites (SNS) have become one of the most popular means of online social interaction. However, few studies have examined SNS from the context of post-adoption. This study focuses on con- tinuance usage intention toward Facebook, a popular SNS, among university students in the United Arab Emirates. We have extended the expectation–conﬁrmation model by investigating the inﬂuence of enjoy- ment and subjective norms as critical factors that directly inﬂuence continuance usage intention, and added habit as a mediator between satisfaction and continuance intention. We used structural equation modeling to validate the proposed model and hypotheses. We ﬁnd that perceived usefulness, satisfaction, habit, enjoyment, and subjective norms explain 54.8% of the variance in continuance intention. Furthermore, our study shows that the effect of satisfaction on continuance intention is both direct and mediated by habit. Thus, practitioners should focus on all of these factors to encourage continuance usage intention in their site’s users. Ó 2015 Elsevier Ltd. All rights reserved. 1. Introduction Social networking sites (SNS) allow individuals to create a pro- ﬁle to share photographs, personal information, and join groups of friends (Hew, 2011). They have become one of the most popular means of online social interaction and emotion sharing (Hoadley, Xu, Lee, & Rosson, 2010; Rosen & Kluemper, 2008); and sites con- sider users’ continued use of their sites essential for their long-term success (Ko, 2013; Lankton, Vance Wilson, & Mao, 2010). Yet, despite the growing need to understand users’ intention to continue using a particular SNS at a more profound level, research in this area remains understudied. Our review of prior studies reveals that few studies examine SNS use from the context of post-adoption (Chang & Zhu, 2012; Kim, 2011; Lin & Lu, 2011), with even less research in the context of the Arab World (Al-Debei, Al-Lozi, & Papazafeiropoulou, 2013), and none to our knowledge in the Gulf region. To ﬁll this research gap, we develop a research framework based on the expectation–conﬁrmation model (ECM, Bhattacherjee, 2001) to investigate intention to continue using SNS in the United Arab Emirates (UAE). ECM focuses mainly on individuals’ psychological motivations after their initial use of an information system (IS), and is thus considered one of the most well-known frameworks to explain users’ post-adoption expectations of information systems (Kang, Hong, & Lee, 2009; Yoon & Rolland, 2015). The ECM has been widely used to investi- gate users’ attitude toward IS in a post-adoption environment, such as mobile data services (Kim, 2010), online shopping (Al-maghrabi, Dennis, & Halliday, 2011), web 2.0 usage (Chen, Yen, & Hwang, 2012), e-learning (Lee, 2010), and electronic textbooks (Stone & Baker-Eveleth, 2013). However, limited research has applied the ECM within the SNS context (Kang et al., 2009; Kim, 2011; Yin, Cheng, & Zhu, 2011; Yoon & Rolland, 2015). Thus, we contribute a theoretical extension of the ECM’s use to empirically examine the inﬂuence of hedonic factors of SNS represented by enjoyment and the inﬂuence of social factors represented by subjective norms on users’ post-adoption continuance intention toward SNS in the UAE. In addition, we also investigate the role of habit as a mediator between satisfaction and continuance intention. We extend the ECM with these particular constructs for a num- ber of reasons. First, we have identiﬁed enjoyment as an important factor inﬂuencing users’ continuance intention. The ECM focuses on the utilitarian values of IS, represented by perceived usefulness (PU). In this study, we propose to extend the ECM by considering the hedonic values of SNS, represented by enjoyment, since SNS are considered hedonic IS as users are expected to enjoy using them (Ernst, Pfeiffer, & Rothlauf, 2013; Rosen & Sherman, 2006). Enjoyment is considered an intrinsic motivation that reﬂects the pleasure and delight related to the use of an IS because it depends directly on system–user interaction (Krasnova, Kolesnikova, & Guenther, 2009). Thus, we postulate that any model that attempts http://dx.doi.org/10.1016/j.chb.2015.06.045 0747-5632/Ó 2015 Elsevier Ltd. All rights reserved. E-mail address: samar@sharjah.ac.ae Computers in Human Behavior 53 (2015) 102–110 Contents lists available at ScienceDirect Computers in Human Behavior journal homepage: www.elsevier.com/locate/comphumbeh