Facebook became one of the most popular ways of online social interaction. Many social networking sites like Facebook focus on their market, in other words, users. That's why, antecedents of continuance intention of Facebook users should be investigated in order to develop more efficient marketing strategies [1]. According to the literature, privacy concerns, perceived risk and trust are the most important antecedents of continuance intention. The aim of this study is to examine the influence of privacy concerns, perceived risk and trust on the continuance intention of Facebook users in Bursa city of Turkey. Data were collected via an online questionnaire. A total of 241 questionnaires were used for the analysis. According to the results, privacy concerns antecedent was found to have a statistically negative significant impact on trust and positive significant impact on perceived risk. Trust antecedent was also found to have a statistically significant positive impact on continuance intention of Facebook users.
In recent years, social networks especially Facebook attracted a great number of people
all over the world [
In the literature, there are studies that aim to understand the relations among
continuance intention and its antecedents for social media platforms. According to Wang et al.
(2016), trust and risk were found to have significant effects on individual behavior
toward social media platforms but that trust had a stronger effect [
The research was conducted on Facebook users in Bursa city of Turkey. Data were
collected via an online questionnaire. Convenience sampling method was used in the
research. Data were collected in the months of June, July and August of 2018. 275
questionnaires were collected from respondents. 34 of them were excluded as they were
not complete based on the initial screening. A total of 241 questionnaires were used for
the analysis. The antecedents of the model such as privacy concerns, perceived risk,
trust, effort expectancy, social influence and continuance intention were measured by
the items based on the related literature [
The popularity of structural equation modeling (SEM) has grown out of the need to test
complete theories and concepts. Much of SEM’s success can be attributed to the
method’s ability to evaluate the measurement of latent variables, while also testing
relationships between latent variables. Although the initial application of this method
embraced a covariance-based approach (CB-SEM), researchers also have the option of
choosing the variance-based partial least squares technique (PLS-SEM). While
CBSEM is the more popular method, PLS-SEM has recently received considerable
attention in a variety of disciplines including marketing, strategic management, management
information systems, operations management, and accounting. Much of the increased
usage of PLS-SEM can be credited to the method’s ability to handle problematic
modeling issues that routinely occur in the social sciences such as unusual data
characteristics (e.g. nonnormal data) and highly complex models [
Demographic characteristics of the respondents were given in Table 1. As seen, 110 of the respondents were male and 131 of the respondents were female. Most of the respondents (44.4%) were between 21-30 ages, 34.0% of the respondents were between 31-40 ages and 13.7% of the respondents were between 41-50 ages. Most of the respondents had an undergraduate degree or were more educated (92.6%). Single Facebook users were slightly more than married users. Most of the respondents had a Facebook experience for 4 and more years. 56.4% of the respondents spent 60 minutes or less time on Facebook, while 43.6% spent more than 60 minutes time on Facebook per day. The research model is shown in Fig. 1. As it can be seen, the research model includes the variables, which are; “effort expectancy”, “social influence”, “privacy concerns”, “perceived risk” “trust” and “continuance intention” and the relationships among them. % 45,6 54,4 0,8 44,4 34.0 13,7 7,1 2,1 0,8 3,3 3,7 90,1
Education Primary school 3 High school Undergraduate 106 MSc PhD Marital Status Single Married Time spent on Facebook per day 60 minutes or less More than 60 minutes 15 97 20
H2: “Social influence” positively influences “trust”.
H3: “Effort expectancy” positively influences “continuance intention”. H4: “Social influence” positively influences “continuance intention”. H5:“Privacy concerns” negatively influences “trust“.
H6:“Perceived risk” negatively influences “trust“.
H7:“Perceived risk” negatively influences “continuance intention“. H8:“Privacy concerns” positively influences “perceived risk“. H9:“Trust” positively influences “continuance intention“. 2.4
Table 2 shows the results of construct reliability and validity. The AVE (Average
Variance Extracted) values of the structure must be 0,50 or more for the validity of latent
structures [
This study helps draw useful implications for the managers of Facebook and social networking services as well. It is important for practitioners to know the impacts of antecedents on continuance intention to develop more efficient strategies. In this research, both effort expectancy and social influence significantly affected trust antecedent. According to the findings, privacy concerns was found to be one of the important antecedents of continuance intention. Privacy concerns negatively influenced trust antecedent. Besides, trust antecedent was found to have a statistically significant impact on continuance intention of Facebook users. On the other hand, perceived risk was not found to have a significant impact on both trust and continuance intention. According to our findings, effort expectancy and social influence also affected continuance intention significantly. These results implicate that user experience in a social networking service (in this case Facebook) is so crucial. Social networking services should focus on designing positive and unique experiences for users and these experiences should be shared by the users voluntarily. In addition, privacy concerns is very important for Facebook users so that managers of Facebook should be more aware of this finding and develop strategies to be more confidential.