Abstract

In the modern era of technological and communication amelioration, social networking sites (SNSs) open the door, not only in industrial sectors but also as a platform which mostly aims attention at easing the formation of social correspondence among people. On the basis of the DeLone and McLean model of information system success (2003), this study develops a modified IS model to examine the individual merits (i.e., enjoyment, expected relationships, and reputation) obtained from using SNSs. Structural equation modeling is used to investigate the above issues, and an online survey questionnaire technique is conducted with 421 respondents from the United States, and several interesting results are observed. System quality significantly affects both satisfaction and use intention, whereas information and service quality have a large impact on satisfaction but not on use intention. Individual benefits (such as enjoyment, expected relationships, reputation, and use intention) are all positively impacted by satisfaction. In addition, use intention acts as an intermediate construct and has positive effects on individual benefits. SNS practitioners should focus on awareness-raising initiatives regarding the personal benefits enabled by SNS use, as well as educational programs to encourage SNS usage at the user level, by identifying and addressing the specific individual benefits.