This paper aims to conceptualize a framework drawn upon the self-regulation theory to study the effect of system quality features on the continuous usage intention of social network users. The study explores the relationship among the selected variables and identifies the determinants of continuous usage intention of social networks.
A survey method was used to collect data from 301 male and 311 female social network users to test the research model with the help of the structural equation modelling technique.
The results show a difference between male and female social media users for the continuous usage intention of social networks. A substantial difference in the relationship was seen between the attitude and continuous usage intention, where female social network users had a more robust and significant relationship than their male counterparts.
This study uses the self-regulation theory to understand the continuous usage intention of social networks in the Indian context. This research study contributes to the existing literature on social networks/social media and the adoption intention.
