Habit as a moderator and exogenous predictor of social networks : the case of online social networking

Abstract

This paper tests the factors likely to impact continuance intentions through the medium of online social networks (OSN) for business transactions. The expectation-confirmation theory (ECT) from the consumer behaviour literature is made use of; to forward a set of theories that validate a prior model from IS usage research. Eight research hypotheses, after a field survey of OSNs participants for business transactions were conducted are empirically validated. 300 useable responses from LinkedIn and Twitter social networking platforms users for business transactions were analysed with the WarpPLS 4.0 bootstrapping technique. The study results provide significant evidence in support of perceived trust and user satisfaction, as determinants of the continuance intention of people using OSN platforms for business transactions. Above all, the research model was tested for the moderating effects of usage habit, which was found to impact relationships between continuance intention and perceived trust, resulting in an improved predictive capability of (R2=0.55) as compared to base model of (R2=0.52). The moderating result indicates that a higher level of habit increases the effect of perceived trust on continuance intention.