Understanding link sharing tools continuance behavior in social media

Purpose - The purpose of this paper is to investigate the continued use behavior (CU) of link sharing tools based on uses and gratifications theory, the theory of planned behavior and expectation confirmation theory. It then builds a conceptual model that is empirically tested. Design/methodology/approach - Data were collected from 343 students (undergraduates, masters, PhD students, and MBAs) from three Chinese universities via a two- phrase survey. The tools SPSS 18.0 and AMOS 18.0 were used to analyse the reliability, validity, model fits and SEM, respectively. Findings - The results indicate that an individual's CU of link sharing tools was determined by his or her continued use intention directly and subjective norm indirectly. Users' satisfaction on link sharing tools was the main factor affecting the continuance intention. Individuals' motivation needs such as cognitive needs, personal integrative needs, and social integrative needs were found to be the significant predictors of his or her satisfaction. Besides, people with high privacy concern tended to have less satisfaction with link sharing tools. Originality/value - This study explores users' CU of link sharing tools in social media for the first time. The theoretical model developed shows the predictors behind people's CU.