Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 30455
Retaining Users in a Commercially-Supported Social Network

Authors: Sasiphan Nitayaprapha


A commercially-supported social network has become an emerging channel for an organization to communicate with and provide services to customers. The success of the commercially-supported social network depends on the ability of the organization to keep the customers in participating in the network. Drawing from the theories of information adoption, information systems continuance, and web usability, the author develops a model to explore how a commercially-supported social network can encourage customers to continue participating and using the information in the network. The theoretical model will be proved through an online survey of customers using the commercially-supported social networking sites of several high technology companies operating in the same sector. The result will be compared with previous studies to learn about the explanatory power of the research model, and to identify the main factors determining users’ intention to continue using a commercially-supported social network. Theoretical and practical implications and limitations are discussed.

Keywords: Social Network, Web Usability, information adoption, information systems continuance, user satisfaction

Digital Object Identifier (DOI):

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1520


[1] D. A. Adams, R. R. Nelson, and P. A. Todd, "Perceived usefulness, ease of use, and usage of information: A replication,” MIS Quarterly, vol. 16, no. 2, pp.227–247, 1992.
[2] R. Agarwal, and V. Venkatesh, "Assessing a firm’s Web presence: a heuristic evaluation procedure for the measurement of usability,” Information System Research, vol. 13, pp.168-186, 2002.
[3] T. Ahn, S. , Ryu, and I. Han, "The Impact of Web Quality and Playfulness on User Acceptance of Online Retailing,” Information and Management, vol. 44, no. 3, pp. 263-275, 2007.
[4] T. Al-Maghrabi, C. Dennis, S. V. Halliday, and A. BinAli, "Determinants of customer continuance intention of online shopping,” International Journal of Business Science and Applied Management, vol. 6, no. 1. pp. 41-65, 2011.
[5] A. M. Aladwani, and P. C. Palvia, "Developing and validating an instrument for measuring user-perceived web quality,” Information and Management, vol. 39, no. 6, pp. 467-476, 2002.
[6] M. D. Albright, and P. E. Levy, "The effects of source credibility and performance rating discrepancy on reactions to multiple raters,” Journal of Applied Social Psychology, vol. 25, pp. 577–600, 1995.
[7] H. Bell, and N. Tang, "The effectiveness of commercial Internet web sites: a user’s perspective,” Internet Research, vol. 8, no. 3, pp. 219–228, 1998.
[8] R. Benbunan-Fich, "Using protocol analysis to evaluate the usability of a commercial we site,” Information and Management, vol. 39, pp. 151-163, 2001.
[9] A. Bhattacherjee, "Understanding information systems continuance: An expectation-confirmation model,” MIS Quarterly, vol. 25, no. 3, pp. 351–370, 2001.
[10] M. Boyd, S.-M. Huang, J. J. Jiang, and G. Klein, "Discrepancies between desired and perceived measures of performance of IS professionals: Views of the IS professionals themselves and the users,” Information and management, vol. 44, no. 2, pp. 188–195, 2007.
[11] Y. L. Chen, "The factors influencing members’ continuance intentions in professional virtual communities – A longitudinal study,” Journal of Information Science, vol. 33, no. 4, pp. 451–467, 2007.
[12] C. M. K. Cheung, M. K. O. Lee, and N. Rabjohn, "The impact of electronic word of- mouth: The adoption of online opinions in online consumer communities,” Internet Research, vol. 18, no. 3, pp. 229–247, 2008.
[13] D. Cyr, "Modeling Web Site Design Across Cultures: Relationships to Trust, Satisfaction, and E-Loyalty,” Journal of Management Information Systems, vol. 24, no. 4, pp. 47-72, 2008.
[14] F. D. Davis, "A technology acceptance model for empirically testing new end-user information systems: theory and results,” Doctoral dissertation, MIT, 1986.
[15] F. D. Davis, R. P. Bagozzi, and P. R. Warshaw, "User acceptance of computer technology: A comparison of two theoretical models,” Management Science, vol. 35, no. 8, pp. 982–1003, 1989.
[16] C. Davy, "Recipients: The key to information transfer,” Knowledge Management Research & Practice. vol. 4, pp. 17–25, 2006.
[17] W. H. DeLone, and E. R. McLean, "The DeLone and McLean model of information systems success: A ten-year update,” Journal of Management Information Systems, vol. 19, no. 4, pp. 9–30, 2003.
[18] N. C. Goodwin, "Functionality and usability,” Communications of the ACM, vol. 30, no. 3, pp. 229-233, 1987.
[19] F. Harkin, "The Wisdom of Crowds,” in: Financial Times, London, p. 6, 2007.
[20] T. Hong, "The influence of structural and message features on Web Site credibility,” Journal of the American Society for Information Science and Technology, vol. 57, pp. 114–127, 2006.
[21] M. H. Hsu, C. M. Chiu, and T. L. Ju, "Determinants of continued use of the WWW: An integration of two theoretical models,” Industrial Management & Data Systems , vol. 104, pp. 766–775, 2004.
[22] E. K. Huizingh, "The content and design of web sites: an empirical study,” Information and Management, vol. 37, no. 3, pp. 123–134, 2000.
[23] J. S. Jasperson, P. E. Carter, and R. W. Zmud, "A comprehensive conceptualization of post-adoptive behaviors associated with IT enabled work systems,” MIS Quarterly, vol. 29, pp. 525–557, 2005.
[24] X.-L. Jin, C. M. K. Cheung, M.K.O. Lee, and H.- P. Chen, "How to keep members using the information in a computer-supported social network,” Computers in Human Behavior, vol. 25, pp. 1172-1181, 2009.
[25] E. Karahanna, D. W. Straub, and N. L. Chervany, "Information technology adoption across time: A cross-sectional comparison of pre-adoption and post adoption beliefs,” MIS Quarterly, vol. 23, pp. 183–213, 1999.
[26] Y. W. Lee, D. M. Strong, B. K. Kahn, and R. Y. Wang, "AIMQ: A methodology for information quality assessment,” Information and Management, vol. 40, no. 2, pp. 133–146, 2002.
[27] M. Limayem, S. G. Hirt, and C. M. K. Cheung, "How habit limits the predictive power of intention: The case of information systems continuance,” MIS Quarterly, vol. 31, no. 4, pp. 705–737, 2007.
[28] H. F. Lin, "Antecedents of virtual community satisfaction and loyalty: An empirical test of competing theories,” Cyber Psychology and Behavior, vol. 11, no. 2, pp 138–144, 2008.
[29] C. Liu, and K. P. Arnett, "Exploring the factors associated with web site success in the context of electronic commerce,” Information and Management, vol. 38, no. 1, pp. 23–33, 2000.
[30] G. Lohse, and P. Spiller, "Electronic shopping,” Communications of the ACM, vol. 41, no. 7, pp. 81-87, 1998.
[31] P. B. Lowry, A. Vance, G. Moody, B. Beckman, and A. Read, "Explaining and Predicting the Impact of Branding Alliances and Web Site Quality on Initial Consumer Trust of E-Commerce Web Sites,” Journal of Management Information Systems, vol. 24, no. 4, pp. 199-224, 2008.
[32] V. McKinney, K. Yoon, and F. M. Zahedi, "The measurement of web-customer satisfaction: An expectation and disconfirmation approach,” Information Systems Research, vol. 13, no. 3, pp. 296–315, 2002.
[33] M.M. Misic, and K. Johnson, "Benchmarking: a tool for web site evaluation and improvement,” Internet Research, vol. 9, no. 5, pp. 383–392, 1999.
[34] R. L. Oliver, "A cognitive model for the antecedents and consequences of satisfaction decisions,” Journal of Marketing Research, vol. 17, no. 4, pp. 460–469, 1980.
[35] M. Montoya-Weiss, G. Voss, and D. Grewal, "Determinants of Online Channel Use and Overall Satisfaction with a Relational, Multichannel Service Provider,” Journal of the Academy of Marketing Science, vol. 31, no. 4, pp. 448-458, 2003.
[36] J. Nielsen, "Usability 101.” Retrieved 26 October, 2013, from
[37] J. W. Palmer, "Web site usability, design, and performance metrics,” Information Systems Research, vol. 13, no. 2, pp. 151-167, 2002.
[38] J. Pitkow, and C. Kehoe, "Emerging trends in the WWW user population,” Communications ACM, vol. 39, no. 6, pp. 106-108, 1996.
[39] R. E. Petty, and J. T. Cacioppo, Communication and persuasion: Central and peripheral routes to attitude change, New York: Springer, 1986.
[40] S. Y. Rieh, "Judgment of information quality and cognitive authority in the Web,” Journal of the American Society for Information Science and Technology, vol. 53, pp. 145–161, 2002.
[41] D. E. Rosen, and E. Purinton, "Website Design: Viewing the Web as a Cognitive Landscape,” Journal of Business Research, vol. 57, no. 7, pp. 787-794, 2004.
[42] K. A. Saeed, and S. Abdinnour-Helm, "Examining the effects of information system characteristics and perceived usefulness on post adoption usage of information systems,” Information & Management, vol. 45, no. 9, pp. 376–386, 2008.
[43] R. A. Spreng, S. B. MacKenzie, and R. W. Olshavsky, "A reexamination of the determinants of consumer satisfaction,” Journal of Marketing, vol. 60, pp. 15–32, 1996.
[44] A. T. Stephen, and O. Toubia, "Deriving Value from Social Commerce Networks,” Journal of Marketing Research, vol. 47, no. 2, pp. 215-228, 2010.
[45] S. S. Sundar, S. Knobloch-Westerwick, and M. R. Hastall, "News cues: Information scent and cognitive heuristics,” Journal of the American Society for Information Technology, vol. 58, pp. 366–378, 2007.
[46] S. W. Sussman, and W. S. Siegal, "Informational influence in organizations: An integrated approach to knowledge adoption,” Information Systems Research, vol. 14, no. 1, pp. 47–65, 2003.
[47] A. Tiwana, and A. A. Bush, "Continuance in expertise-sharing networks: A social perspective,” IEEE Transactions on Engineering Management, vol. 52, no. 1, pp. 85–101, 2005.
[48] V. Venkatesh, and F. D. Davis, "A theoretical extension of the technology acceptance model: Four longitudinal field studies,” Management Science, vol. 46, pp. 186–204, 2000.
[49] V. Venkatesh, and V. Ramesh, "Web and wireless site usability: understanding differences and Modeling use,” MIS Quarterly, vol. 30, no. 1, pp. 181-206, 2006.
[50] H. A. Wan, "Opportunities to enhance a commercial web site,” Information and Management, vol. 38, no. 1, pp. 15–21, 2000.
[51] B. H. Wixom, and P. A. Todd, "A theoretical integration of user satisfaction and technology acceptance,” Information Systems Research, vol. 16, no. 1, pp. 85–102, 2005.