Abstract Views :172 |
PDF Views:0
Authors
Affiliations
1 School of Business & Management Studies, Central University of Himachal Pradesh, Himachal Pradesh, IN
Source
Telecom Business Review, Vol 8, No 1 (2015), Pagination: 37-47
Abstract
Social networking sites (SNSs) have become popular in India with the proliferation of Internet. SNSs have gained the interests of academicians and researchers. The current study is an endeavor to understand the continuance of social networking sites in India. The study applies an extended version of theory of planned behavior. Additional factors privacy concerns and habits were incorporated into the standard theory of planned behaviour. A survey was conducted in a Central University in India. Overall, data was collected from 150 respondents. PLS-SEM was used to test the proposed model. All the hypotheses except the moderating role of habits between intentions and continued use of social networking sites, were supported by the results. Habits were found to affect continued use of social networking sites indirectly through continued intentions.
Keywords
Habits, Theory of Planned Behaviour, SNS Continuance, Social Networking Sites.
