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Trust and Hedonic Motivation: Predicting the Satisfaction and Continuance Intention to use Facebook Praveena K* Assistant Professor, SCMS School of Technology and Management, Cochin, Kerala, India *Corresponding Author E-mail: pravimurali@gmail.com
Online published on 2 June, 2018. Abstract The use of Social Networking Sites has become a routine of the daily life of people. There are numerous sites with varied features and with users with different motives. Facebook is the largest site in terms of the user base. For all these sites, one of the concerns is to maintain the active users. The focus of the study is to analyse the significance of Trust and Hedonic Motivation in predicting Satisfaction and Continuance intention. The results show that hedonic motivation is the main predictor of the continuance intention to use Facebook. Trust is also a found to have a significant influence on Satisfaction and continuance Intention. Satisfaction is found to partially mediate the relationship of trust and hedonic motivation towards the continuance intention. Top Keywords Trust, Hedonic Motivation, Satisfaction, Continuance Intention, Social Networking Sites, Facebook. Top | |
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