The most popular microblogging service, Twitter, has established a large user base, in spite of numerous criticisms. This study aims to examine why this is the case. In particular, the study develops a model of microblogging use continuance based on theories of continuance, habit and critical mass. The model is then tested via a Web survey of Twitter users and PLS path modeling. The results suggest that continued use intention is strongly determined by perceived usefulness, satisfaction and habit (R2=0.454). The paper rounds off with conclusions and implications for future research and practice in mis very new area of inquiry.
|Number of pages||10|
|Journal||Journal of Computer Information Systems|
|Publication status||Published - Jun 2011|
- Critical mass