The Social Network Application Post-Adoptive Use Model (SNAPUM): A Model Examining Social Capital and Other Critical Factors Affecting the Post-Adoptive Use of Facebook

• Published in: Informing science Vol. 16; pp. 37 - 69
• Main Authors: Magro, Michael J, Ryan, Sherry D, Prybutok, Victor R
• Format: Journal Article
• Language: English
• Published: Santa Rosa Informing Science Institute 2013
• Subjects: Information services; Information services industry; Internet; Social aspects; Social capital; Social networks; Social research; Virtual communities; United States; United States > US
• ISSN: 1547-9684; 1521-4672
• DOI: 10.28945/1777

Facebook is an informing social networking application that has experienced phenomenal worldwide user growth within a relatively short time and continues to grow at a rapid rate. This study examines the motivations for users to continue to use Facebook after adoption. Using a transdisciplinary approach, we draw on the technology acceptance research stream, post-adoption theories, and social capital theory to develop a model of the critical factors that affect the post-adoptive use of Facebook. We argue that social capital is also poised to play a significant part in social networking informing environments for the foreseeable future. Other critical factors affecting post-adoptive use of Facebook include hedonic enjoyment, perceived usefulness, satisfaction, and attitude toward using. Keywords: Facebook, informing environment, social networking applications, social capital, post-adoption.