Department of Finance & Decision Sciences
Gender Differences in the Continuance of Online Social Networks
Social network sites (SNS) have become increasingly popular in the past few years benefiting from the rapid growth of Web 2.0 applications. However, research on the adoption and usage of SNS is limited. In this study, we attempt to understand users' continuance intention to use SNS and investigate the role of gender. A research model was developed and tested with 213 respondents from an online survey. The results confirm that users' continuance intention to use SNS is strongly determined by satisfaction. The effect of disconfirmation of maintaining offline contacts on satisfaction is more important for women, while the effect of disconfirmation of entertainment is more salient for men. Implications of this study for both researchers and practitioners are discussed. © 2009 Springer Berlin Heidelberg.
Continuance Intention, Expectation Disconfirmation Theory, Gender, Online Social Networks, Satisfaction
Source Publication Title
Best Practices for the Knowledge Society. Knowledge, Learning, Development and Technology for All
Miltiadis D. Lytras, Patricia Ordonez de Pablos, Ernesto Damiani ;David Avison ; Ambjörn Naeve ; David G. Horner
Communications in Computer and Information Science
Springer Berlin Heidelberg
Shi, Na, Christy M. K. Cheung, Matthew K. O. Lee, and Huaping Chen. "Gender Differences in the Continuance of Online Social Networks." Best Practices for the Knowledge Society. Knowledge, Learning, Development and Technology for All 49 (2009): 216-225.