The role of perceived social capital and flow experience in building users' continuance intention to social networking sites in China

The long-term development of social networking sites (SNSs) relies on their users' continuance of use. This paper tested the role of perceived social capital and flow experience in driving users to continue using SNSs based on the expectation-confirmation model of information systems continuance. Using data from online surveys of social networking sites users in China, the proposed model was tested by using the Partial Least Squares (PLSs) technique. The results show that perceived bridging and bonding social capital have different role in building users' satisfaction and continuance intention: perceived bridging social capital has remarkable influence on users' satisfaction and continuance intention, but perceived bonding social capital has none. Flow experience has influence on users' satisfaction but none on continuance intention. In addition, gender has impact on users' continuance intention. (C) 2012 Elsevier Ltd. All rights reserved.