Exploring mobile social networking sites continuance intention from the perspective of network externalities and mobile value

Key shifts in the nature and characteristics of technology have led to evolutions in social media usage. For the first time in history, the internet is being accessed from more mobile devices than desktop computers. This revolution is especially felt among social networking sites, many of whom have presciently developed and released mobile applications of their platforms. Drawing from the Perceived Value Theory, Network Externalities and the Expectation Confirmation Theory of IS Continuance, we tested a model that sought to explain the effect of Network Externalities on Perceived Value and in turn Continuance Intention. Data was collected from 452 students from a university in Ghana and analyzed using the Partial Least Square approach to Structural Equation Modeling. Results from the current study showed that Referent Network Size and Perceived Complementarity had significant effects on both Utilitarian and Hedonic Value as well as Satisfaction. Hedonic Value, Utilitarian Value and Satisfaction in turn were found to be significant predictors of Continuance Intention. In all, the model accounted for 58.0% of the variance in continuance intention. The implications and limitations of the current study are discussed, and directions for future research proposed.