Understanding twitter usage: What drive people continue to tweet

Ivy L.B. Liu*, Christy M K CHEUNG, Matthew K.O. Lee

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

71 Citations (Scopus)

Abstract

In this study, we proposed a research model to investigate the factors influencing users' continuance intention to use Twitter. Building on the uses and gratification framework, we have proposed four types of gratifications for Twitter usage, including content gratification, technology gratification, process gratification, and social gratification. We conducted an online survey and collected 124 responses. The data was analyzed using Partial Least Squares. Our results showed that content gratifications and new technology gratification are the two key types of gratifications affecting the continuance intention to use Twitter. We conclude with a discussion of theoretical and practical implications. We believe that this study will provide important insights for future research on Twitter.

Original languageEnglish
Title of host publicationPACIS 2010 Proceedings
Pages928-939
Number of pages12
Publication statusPublished - Jul 2010
Event14th Pacific Asia Conference on Information Systems, PACIS 2010 - Taipei, Taiwan, Taipei, Taiwan, Province of China
Duration: 9 Jul 201012 Jul 2010

Conference

Conference14th Pacific Asia Conference on Information Systems, PACIS 2010
Country/TerritoryTaiwan, Province of China
CityTaipei
Period9/07/1012/07/10

Scopus Subject Areas

  • Information Systems

User-Defined Keywords

  • Content gratification
  • Continuance intention
  • Micro-blogging
  • Motivations
  • Process gratification
  • Social gratification
  • Social media
  • Technology gratification
  • Twitter
  • User satisfaction
  • Uses and gratifications
  • Web 2.0

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