The effects of intimacy and trust on social networking site stickiness: The case study of Facebook

  • Chu Mỹ Giang
  • Võ Thị Giang
Keywords: Intimacy, Use and Gratifications Theory, Trust, Security, Stickiness, Social Network Sites (SNSs)

Abstract

This study explores factors affecting users’ stickiness on social networking sites based on use & gratifications theory, security, faith, and intimacy. Data were collected from 500 respondents, and Smart PLS 3.0 software was used to analyze the structure of the proposed research model. The results of the study indicate that entertainment, social network extension, network maintenance, and recognition have a positive impact on
intimacy with Facebook; security significantly affects trust with Facebook; Intimacy has a positive effect on trust with Facebook; Intimacy and trust are two essential variables that explain user stickiness with Facebook. This research provides information and solutions for social network administrators, as well as theoretical contributions to future researchers on user behavior on social networking sites.

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Published
2020-06-15
Issue
No. 02 (2020)
Section
Bài viết