ABSTRACT
This research is aimed to identify factors affecting users Intention to Use (ITU) Social Networking Sites (SNSs) with moderating role of social networking satisfaction. There are considerable research works regarding factors influencing the Intention to Use (ITU) Social Networking Sites (SNSs), but no research is conducted on a mediating factor of social networking satisfaction. This research intends to identify the relation of sociability, fashion/ status, perceived entertainment, and perceived benefit with social networking satisfaction and identify the degree to which social networking satisfaction is associated with using SNSs. For this purpose, three hundred eleven data were collected by online survey and in-person interviews from Dhaka city. After that, we analyzed data by smart PLS-SEM. We justified the measurement model to determine whether constructs represent users' ITUSNSs. When data validation was confirmed, we analyzed the structural model by smart PLS 3.3.3. From our analysis, it is revealed that social networking satisfaction partially mediates sociability motivation, fashion/status, and perceived benefit, whereas it completely mediates perceived entertainment. This result will help the practitioners to make decisions on users social networking satisfaction. Because this factor partially or completely mediates the other factors influencing users' ITUSNSs. There are some limitations to this research. Future researchers should take more sample sizes and consider all age-ranged respondents. They can also conduct the same research based on a different model to justify the present study. They may also take another or multiple mediating variables for this study.
Keywords: Sociability, Perceived Benefit, Social Networking Satisfaction, and Social Networking Sites (SNSs).
Citation: Alam SMA, Bhuiyan MRI, Tabassum S, and Islam MT. (2022). Factors affecting users' intention to use social networking sites: a mediating role of social networking satisfaction, Can. J. Bus. Inf. Stud., 4(5), 112-124. https://doi.org/10.34104/cjbis.022.01120124
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