Date of Award

Spring 5-2016

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Mass Communication and Journalism

School

Communication

Committee Chair

Fei Xue

Committee Chair Department

Mass Communication and Journalism

Committee Member 2

Christopher Campbell

Committee Member 2 Department

Mass Communication and Journalism

Committee Member 3

David Davies

Committee Member 3 Department

Mass Communication and Journalism

Committee Member 4

Mary Lou Sheffer

Committee Member 4 Department

Mass Communication and Journalism

Committee Member 5

Jae-Hwa Shin

Committee Member 5 Department

Mass Communication and Journalism

Abstract

Online stalking, identity theft, and other privacy-related issues have become the major reasons that impede users from continuously using their Facebook accounts. To better understand how privacy risks, among other factors, have come into play, in terms of affecting users’ intention to continue using social networking sites, the present study applies three theories (i.e., the unified theory of acceptance and use of technology 2, social contract theory, and technology continuance theory) to develop a new model for Facebook use continuance. An online survey (N = 450) was performed by administrating a random sampling method in January and February of 2014. Data analysis employing structural equation modeling (SEM) shows that the examined predictors (i.e., performance expectancy, facilitating conditions, hedonic motivation, trust, perceived risks, attitude, and satisfaction) are accountable for the intention to continue using Facebook, with the entire model explaining 65% of the variance. Theoretical ramifications for future research and practical implications for social media companies and marketers are also discussed.

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