PLS Model of Continued Intention to Use Facebook: A study on Undergraduate Students

Bahtiar Jamili Zaini, Rosnalini Mansor, Norhayati Yusof, Nor Intan Saniah Sulaiman, Gooi Rhu Bee

Social networking sites (SNS) is a popular media for social interaction and information exchange within societies in general and university campuses in particular. However, it is not clear why people interested and become addicted to SNS, especially among students. Hence, this study aims to find out the factors that influence student continued intention to use Facebook. A survey was done for undergraduate students at one of the public universities in Malaysia where the respondents are selected at random using a multi stage sampling technique. 382 students responded to the questionnaire consists of 6 constructs with 17 items. Model of continued intention was developed based on Partial Least Squares (PLS) structural equation approach. The analysis was carried out to test 11 hypothesised relationships. The results indicate that usefulness is the most influential factor for students continued intention to Facebook usage, followed by perceived complementarity, and enjoyment. As compared to the number of members and number of peers, the perceived complementarity has more influence to the continued use of Facebook. This study also found that the number of members and peers do not play a significant role in the model. These findings provide implications for future research on the addiction on Facebook usage efficiency.

Volume 11 | 12-Special Issue

Pages: 58-67