To stick or not to stick: The social response theory in the development of continuance intention from organizational cross-level perspective

Authors:
Jyun-Wei Huang;Chieh-Peng Lin
Affiliations:
Graduate School of Institute of Business and Management, National Chiao Tung University, Taiwan;Institute of Business and Management, National Chiao Tung University, Taiwan
Venue:
Computers in Human Behavior
Year:
2011

Citing 27
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Abstract

The rapid growth of online social network sites (SNSs) has raised the research question of why people continue sticking to these sites. This study proposes a social network site stick model based on social response theory to answer this question. This study hypothesizes that group-level social capital (e.g., environmental prompt cues or social cues) positively influences arousal. Group-level social capital includes group-level social interaction, group-level social trust cues, and group-level social shared codes and language. Arousal subsequently induces users to engage in knowledge sharing and social support behaviors, which, in turn, leads to continuance intention. Empirical analysis using a survey of registered users from a popular social network site supports all of these hypothesized effects. Finally, this study discusses the managerial implications and limitations of these findings.