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Given the extreme advances and large investments in social-networking services (SNS), it has become important to analyze users' decision-making processes in order to understand their continued use of SNS. This study attempted to develop an integrated model that incorporates subjective norm into the expectation-confirmation model. The research model was empirically tested within the context of Cyworld. The analysis revealed that the proposed theoretical model provided an in-depth understanding of user continuance behavior toward SNS. Theoretical and practical implications of this study are discussed.
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Byoungsoo Kim (Thu,) studied this question.
www.synapsesocial.com/papers/6a1107c42ff7b5e82c168684 — DOI: https://doi.org/10.1089/cyber.2010.0009
Byoungsoo Kim
Cyberpsychology Behavior and Social Networking
Korea Advanced Institute of Science and Technology
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