Assessing the impact of persuasive features on user’s intention to continuous use: the case of academic social networking sites

Abstract

Social networking sites enable people to connect, communicate and share ideas. These sites have therefore become key for information sharing. Particularly, academics and researchers have adopted them for networking and collaboration. This study seeks to investigate how embedded persuasive features on social networking sites designed for academics and researchers affect continuous use intention. The study adopted an existing model for assessing the effectiveness of persuasive features on systems and sampled 416 participants who are engaged in academic research and analyzed their responses. The results indicate that Social Support, Computer-Human Dialogue Support and Primary Task Support significantly impact how users perceive social networking sites designed for effective academic work. Contrary to existing knowledge that Perceived Credibility, Perceived Effectiveness, Perceived Effort and Perceived Social Support all impacts an individual’s Intention to continuously Use of a system. only Perceived Credibility was observed to impact Intention to Use continuously. The findings also proved that affective ties and mutual support on academic social networking sites influence behaviour.