摘要： Interactive social networking sites (SNSs) have transformed information acquisition, communication, and lifestyles. However, the values and sustainability of SNSs largely depend on sustaining users' participation and their willingness to recommend the SNS to others. Research on SNSs has mainly explored the behavioral intentions of users using the social psychology approach. This study integrated the concepts of conformity tendency and perceived playfulness into the technology acceptance model to explain why people continue to use an SNS. We collected 671 valid questionnaires through the SNS site, Facebook, and used a structural equation model to conduct an empirical study. The results indicated that for conformity tendencies, informational influence promoted the continued intention to use SNSs through perceived usefulness, not through normative influence. Furthermore, perceived ease of use was the primary factor that predicted whether users would continue using SNSs, and perceived playfulness may have facilitated users' continued intentions to use SNSs. •We explore the factors that affect whether users continue to use SNSs.•We integrate the conformity tendency and perceived playfulness into the TAM.•Informational influence improves continued intention through perceived usefulness.•Perceived playfulness influences the intentions of users to continue using SNSs. 出版者： New York: Elsevier Inc 出版日期： 2015-06-01 出處： Technological forecasting & social change, 2015-06, Vol.95, p.48-56 資源來源： Elsevier ScienceDirect Journals Complete 版權： 2013 Elsevier Inc. 版權： Copyright Elsevier Science Ltd. Jun 2015 識別號： ISSN: 0040-1625 識別號： EISSN: 1873-5509 識別號： DOI: 10.1016/j.techfore.2014.03.012
