Social networking sites (SNS) have growing popularity and several sites compete with each other. This study examines three models to determine how competition between Facebook and other social networking sites may affect continuance intention on Facebook. The first model examines the relationship between having an account on four different SNSs and its impact on Facebook. Twitter users have lower intentions to continue using Facebook, Instagram users have higher intentions. The second model examines attitudes toward specific alternatives and found that users who felt alternatives were attractive have lower intentions to continue using Facebook. The third model examined general attitudes about alternative attractiveness and attitudes toward switching, this model explained a moderate to substantial amount of the variance in continuance intention. This study makes important contributions to both research and practice.
['Christopher Sibona', 'Judy E. Scott']
Moving On: Predicting Continuance Intention on Social Networking Sites through Alternative Products