Hasil Similarity (Continuous usage intention of social media as an online information distribution channels)

Ni Nyoman Kerti Yasa, - and Putu Laksmita Dewi Rahmayanti, - and I Gusti Agung Gede Witarsana, - and Ary Wira Andika, - and Nilna Muna, - and Ida Ayu Putu Widani Sugianingrat, - and Martaleni, - Hasil Similarity (Continuous usage intention of social media as an online information distribution channels). Korea Distribution Science Association (KODISA), Journal of Distribution Science.

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Abstract

This study aimed to explore the variables that may play a significant role in inducing Facebook users to use Facebook as online information distribution channels continuously. Research design, data, and methodology: The population of this study are all Facebook users who have actively used Facebook as a social media as online information distribution for at least one year. Purposive sampling technique was used in this study and 290 respondents were enrolled. The data was collected using a questionnaire and further analyzed with path analysis and SEM-PLS approach. Result: The results showed that perceived ease of use, perceived critical mass, perceived enjoyment, and perceived information intelligence have a positive and a significant effect towards perceived usefulness. Perceived usefulness also has a positive and significant effect on users’ attitude, and users’ attitude has a positive and significant effect on intentions to use Facebook continuously among its users. Conclusions: Hence, it is important for Facebook as an online information distribution channel to maintain its perceived usefulness in order to create a positive impact on its users’ and induce Facebook users’ to use social media continuously.

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