Modeling use continuance behavior in microblogging services: The case of Twitter

Stuart Barnes, Martin Böhringer

Research output: Contribution to journalArticle

90 Citations (Scopus)

Abstract

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.
Original languageEnglish
Pages (from-to)1-10
Number of pages10
JournalJournal of Computer Information Systems
Volume51
Issue number4
Publication statusPublished - Jun 2011

Keywords

  • Continuance
  • Critical mass
  • Habit
  • Microblogging
  • Microblogs
  • Twitter

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