Does Gratification Value Influence the Usage Intention of Facebook?: A Multimodal Mediation Examination of Satisfaction and Habit

The study explores the dimensions of gratification value and its effects on user satisfaction and continued usage intentions, along with the influence of social pressure and habits in a Facebook context. We collected 253 survey data and analyzed by structural equation modeling. Our study shows that functional, hedonic, social presence, social interaction and media appeal are the prime dimensions of gratification value, which have a significant positive impact on user satisfaction and continued usage intentions, with social pressure as well. Satisfaction has a direct influence on continued usage intentions and habit, and plays an important mediating role in the model. This study will contribute to the knowledge of social media research and practitioners should focus these insights to increase user satisfaction and continued usage intentions of social media.