Moderators in the relationship between intention to continue using social networks and its causes

Abstract

The aim of this research is to study privacy restrictiveness and site experience as moderators of the relationship between trusting beliefs and usage continuance intention, and between habit and usage continuance intention. The research defines social networks (SNW) and proposes that habit and trusting beliefs affect usage continuance intention in SNW. The research question is “What is the influence of privacy restrictiveness and site experience as moderators of the variables that influence usage continuance intention of social networks?” The survey asks about privacy restrictiveness and site experience to show they moderate the effects of trusting beliefs and habit on SNW usage continuance intention. The research team ran the survey in a university environment; including public and private universities. The study finds that usage continuance intention influences the use of SNW. Variables that affect this intention are trusting beliefs, habit and attitude toward using the website. Site experience moderates the relationship between trusting beliefs and usage continuance intention. It was not possible to confirm if privacy restrictiveness is a moderator in the model. To improve the real use of SNW, universities must work on these variables.