Born Fast, Die Young?: A Study of the User's Social Network Site Continuance

How to keep users has become the most desirable knowledge to social network site SNS managers. In the current study, the author proposes a user's SNS continuance model by incorporating the information system continuance model and the impression management theory. The author finds that a user's actualization of the hoped for possible self and perceived informativeness of an SNS are two critical factors that can significantly positively influence the user's perceived usefulness of the SNS, perceived enjoyment on the Web site, and his or her SNS continuance intention. The author suggests that these findings provide several practical implications to SNS management and development.