Electronic Markets

, Volume 24, Issue 1, pp 57–66

Understanding Chinese users’ continuance intention toward online social networks: an integrative theoretical model


  • Yuan Sun
    • School of Business AdministrationZhejiang Gongshang University
    • Department of Accounting and FinanceUniversity of Wisconsin-Eau Claire
  • Xinmin Peng
    • Department of Public Administration, School of LawZhejiang Wanli University
  • Yi Dong
    • School of Banking and FinanceUniversity of International Business and Economics
  • Stuart J. Barnes
    • Kent Business SchoolUniversity of Kent
General Research

DOI: 10.1007/s12525-013-0131-9

Cite this article as:
Sun, Y., Liu, L., Peng, X. et al. Electron Markets (2014) 24: 57. doi:10.1007/s12525-013-0131-9


This study explores users’ continuance intention in online social networks by synthesizing Bhattacherjee’s IS continuance theory with flow theory, social capital theory, and the unified theory of acceptance and use of technology (UTAUT) to consider the special hedonic, social and utilitarian factors in the online social network environment. The integrated model was empirically tested with 320 online social network users in China. The results indicated that continuance intention was explained substantially by all hypothesized antecedents including perceived enjoyment, perceived usefulness, usage satisfaction, effort expectancy, social influence, tie strength, shared norms and trust. Based on the research findings, we offer discussions of both theoretical and practical implications.


Online social networkContinuance intentionIS continuance theoryFlow theoryUTAUTSocial capital theory

JEL classification

M19 - Other

Copyright information

© Institute of Information Management, University of St. Gallen 2013