Intention to continue using a social network site: Effects of personality traits and site quality

I examined the relationships between user personality traits, social network site (SNS) quality, user satisfaction, and intention to continue using the site. Results showed that individual user personality traits, namely, user innovativeness and public individuation, were positively correlated with intention to continue to use. In addition, user satisfaction mediated the impact of system quality and information quality on use intention. However, the effect of service quality on user satisfaction was nonsignificant. In this study, I have provided practical implications, such as strategic guidance for the operation of an SNS. Theoretical implications are also discussed.