Antecedents of Continuance Intention of Social Networking Services (SNS): Utilitarian, Hedonic, and Social Contexts

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Introduction
Internet users use social network services (SNS) to view the daily life of others, communicate with people around them, and search for important information [1]. With the development of smart devices, the use of SNS has become easier. Users use the service through the SNS apps or the web by using a PC, smartphone, and tablet. Globally, 3.78 billion users are using social media, and it is expected to increase in the next few years [2]. Te dominant dissemination and development of SNS create various derivative areas beyond the unique functions and roles of SNS. Many sellers and buyers trade goods through social media platforms [3]. Political parties promote their policies through social media and demonstrate the excellence of their candidates [4]. Celebrities lead the culture by communicating with their fans through SNS [5]. Life satisfaction can also be infuenced by the use of SNS [6]. Due to the endless possibilities of SNS, continuous research on SNS is necessary. Tis study investigates the continuance intentions of SNS users who utilize the extended functions of SNS. To analyze the main factors afecting continuance intention, three contexts are presented by incorporating existing studies.
Previous studies have applied theoretical models such as technology acceptance to explain the behavioral intentions of SNS users. Perceived ease of use was fgured out to have a signifcant infuence on the use of SNS [7]. Perceived usefulness signifcantly determines the continuance intention of social networkusers [8,9]. It also afects SNS use [7]. Perceived ease of use and perceived usefulness provide utilitarian value to SNS users. Information system (IS) success factors have a signifcant efect on perceived ease of use and perceived usefulness. System quality plays a key role in the formation of perceived ease of use [10,11] and perceived usefulness [12]. Information quality has a signifcant association with perceived ease of use [13,14] and perceived usefulness [14,15]. Service quality serves as a vital factor in generating perceived ease of use [10,16] and perceived usefulness [16]. Users would perceive the utility of SNS through system quality, information quality, and service quality. Terefore, this study assumes that perceived ease of use and perceived usefulness have a signifcant efect on the intention to continue use.
Empirical evidence from previous research supports that the perceived enjoyment of SNS users afects their intention to continue using SNS [8,9,17,18]. It also signifcantly infuences the use of SNS [7]. Moreover, the perceived pleasure was found to positively afect SNS addiction [19]. Perceived enjoyment provides hedonic value to SNS users. Refective indicators measuring enjoyment are included in the hedonic value [20] and the hedonic motivation [21]. Users who feel more pleasure and joy through SNS will want to use it for a longer period of time. Tus, this research postulates that perceived enjoyment acts as the dominant factor in enhancing continuance intention.
Communication is the core function and value of SNS. Te perceived quality of communication has a signifcant relation to the continuance intention of SNS [22]. Gan and Wang [17] posited that social interaction and social presence afect continuance intention. Social interaction and social presence are operationally similar to communication. Some people communicate horizontally on SNS [23]. Social infuence positively afects the continuance intention of SNS [9]. As the level of communication increases, users will be more inclined to use SNS continuously.
While using SNS, users experience both positive afect and negative afect [24]. Both emotions signifcantly afect the satisfaction of SNS users [1]. Users who feel more positive emotions may have more fun and communicatewith others more. Users who feel more negative efects would feel less pleasure. Tey may try to relieve negative emotions by changing communication. Terefore, this study assumes that positive afect and negative afect signifcantly determine perceived enjoyment and communication.
In summary, the questions to be addressed in this study are as follows.
RQ1. Does the utilitarian-hedonic-social (UHS) framework explain the continuing behavior of SNS users? RQ2. What are the main factors in each context, and what are the formation mechanisms?
Tis paper flls the gaps in existing studies and makes new contributions in the following points. First, this study explains the behavior of SNS users based on the UHS framework. Previous studies have not refected all three contexts in a balanced way when illuminating SNS user behavior. Tey have introduced only utilitarian context and hedonic context [7,25], hedonic context and social context [19], personal inclinations and social impacts [3,6,26], social factors and security [27], or the impact of COVID-19 [28] in the process of building the theoretical models. However, the current study focuses on the unique roles of SNS and examines user behavior by employing utilitarian, hedonic, and social factors. Second, this research integrated the technology acceptance factors and IS success components that have been frmly verifed in technology and ISs in the utilitarian context. Past studies have introduced the technology acceptance model (TAM) [29][30][31] or IS success model [32][33][34] to describe SNS users. Te current study reveals the paths and causal relationships among constructs specialized for SNS by combining the two models. Tird, the present work applied afect as an antecedent of the hedonic factor. Previous studies including emotional or mental factors have not validated a path toward continuance intention via a hedonic context [23,35,36]. Tis paper will make a new academic contribution by examining how emotions shape hedonic factors. Finally, this research refected the afect as a determinant of social context. Depending on the emotional states, SNS users may enhance their interactions with others or reduce their conversations. Tis may be infuenced by two scales of afect. Former studies on SNS have rarely investigated the infuences of afect on communication. Tis article will be able to contribute to the literature on SNS by discovering changes in communication according to users' afects.

Literature Review
SNS is a service used for daily sharing, information exchange, and relationship formation among users in the Internet space [1]. Since the advent of the service, it has grown rapidly and created various efects on society, culture, and economy [37]. Along with this trend, many studies have been conducted. Existing behavioral studies on SNS have performed empirical analysis to identify the key factors of adoption intention, intention to use, and addiction. Leng et al. [38] accounted for SNS acceptance intention by integrating the TAM, theory of planned behavior (TPB), and intrinsic motivation. Tey fgured out that perceived usefulness has a signifcant efect on attitude and behavioral intention. In addition, perceived enjoyment was found to have a positive impact on attitude. Jabeen et al. [39] compared the SNS behaviors of Chinese and Pakistanis. Te authors employed the constructs in TAM and variables in the IS success model in describing SNS use. It was shown that system quality and information quality are the key predictors of perceived usefulness in both groups. Kim [8] investigated the afecting factors in improving SNS continuance intention. Tey uncovered that the main determinants of continuance intention were perceived usefulness, perceived ease of use, and interpersonal infuence. Sun et al. [9] examined the key factors in developing continuance intention toward online social networks by applying an integrative theoretical model. Te major determinants were found to be perceived usefulness, perceived enjoyment, satisfaction, and social infuence. Ramírez-Correa et al. [7] suggested the research framework to elucidate SNS users' behavior by modifying TAM. Tey pointed out that perceived ease of use, perceived usefulness, and perceived enjoyment signifcantly predict SNS use. Kim et al. [19] explored the impacts of subjective norms on SNS addiction. Tey found that subjective norms are signifcantly associated with connectivity and perceived pleasure. It also revealed that perceived pleasure positively afects SNS addiction. Qin et al. [18] identifed the decision factors of intention to use SNS based on TPB. Tey verifed that perceived enjoyment, privacy risk, and subjective norms have a signifcant association with intention to use. Pujadas-Hostench et al. [3] clarifed the infuencing factors that afect the purchase intention on SNS by extending TPB. Tey showed that selfimage congruity and gratifcations have a signifcant infuence on both attitude and intention in the context of the SNS brand page. Suti and Sari [40] attempted to identify the formation mechanism of knowledge-sharing behavior in the SNS domain. Te authors pointed out that social capital and trust are the major precursors of knowledge-sharing behavior.
Several works have investigated the behavior of SNS users by refecting utilitarian context, hedonic context, and social context. Yu et al. [20] explored the precursors of the intention to use SNS. Tey suggested hedonic value, utilitarian value, and social value as predictors. It was validated that hedonic value signifcantly impacts the intention to use. Social value was demonstrated to have a signifcant efect on the intention to use through satisfaction. Salehan et al. [21] studied the behavior of online SNS users by suggesting a motivation-participation-performance framework. Tey uncovered that vertical social motivation and horizontal social motivation are signifcantly related to sharing and collaboration. Moreover, it was unveiled that utilitarian motivation and hedonic motivation are the critical antecedents of sharing. Gan and Wang [41] proposed four types of gratifcation to explain the continuance intention of SNS. Four gratifcations are hedonic gratifcation, social one, utilitarian one, and technology. Hedonic gratifcation consists of perceived enjoyment and passing time. Social gratifcation comprises social interaction and social presence. Utilitarian gratifcation is composed of self-presentation, information documentation, and information sharing. Media appeal is the technology gratifcation through technology. It was shown that perceived enjoyment, information sharing, and media appeal are the pivotal factors in enhancing continuance intentions.
Some research has paid attention to measures, afect, and attitudes in the context of SNS. Newman et al. [24] developed an SNS measure to understand SNS use in older adults. Tey established the psychometric scales, which are maintaining close ties, strengthening weaker ties, diversion, positive afect, and negative afect. Maintaining close ties and strengthening weaker ties resemble vertical social motivation in Salehan et al. [21]. Meier and Schäfer [42] threw light on the efects of inspiration on positive afect and negative afect. Te authors asserted that inspiration is the main antecedent of positive afect, not negative afect. Bao [43] postulated that informational support, network management, and emotional support play a key role in shaping continuance intentions. As expected, information support, network management, and emotional support signifcantly infuence continuance intentions. Based on the operation defnition, it seems that information support belongs to a utilitarian component. Indicators of network management are similar to those of social motivation reported by Salehan et al. [21] and those of maintaining close ties reported by Newman et al. [24]. Mohammed and Ferraris [25] posited that the leading factors of participation in SNS are attitude, subjective norms, perceived behavioral control, utilitarian value, hedonic value, and trust. It was discovered that all suggested factors were signifcant for participation.
Since the outbreak of COVID-19, the behavior of SNS users and related factors have changed. Several scholars have made new attempts. Islam et al. [44] studied how using SNSs can have negative consequences. Tey revealed that emotional support seeking through SNS has a signifcant infuence on SNS exhaustion. Zuo et al. [45] identifed the predictors that infuence social connectedness on SNS. Tey showed that sharing physical activity experiences, positive self-presentation, and positive feedback have a signifcant efect on social connectedness. Vall-Roqué et al. [28] validated the impacts of the COVID-19 lockdown on SNS use, body image disturbances, and self-esteem. Tey pointed out that the frequency of SNS use and the number of women following Instagram appearance-focused accounts statistically increased during the social lockdown. Chakraborty et al. [46] investigated the psychological impact of COVID-19 on the intensity of SNS use. Tey verifed that SNS users aged 21-35 were more likely to be active on social media than other age groups.
In summary, many previous studies have explored the behavior of SNS users by applying a TAM or TPB. On the one hand, several works examined the afecting factors by dividing them into utilitarian, hedonic, and social perspectives. After the emergence of COVID-19, diferent behaviors in infectious disease situations were studied.
Tis work makes a new attempt by integrating previous studies. It suggests three contexts to clarify the antecedents of the continuance intention of SNS. Tey are utilitarian, hedonic, and social contexts. Existing studies have directly measured user responses by using the scales such as utilitarian value or utilitarian motivation. Tis study rearranges related preceding factors from the perspective of three contexts. Te utilitarian context refects the perceived ease and perceived usefulness from TAM. System quality, information quality, and service quality are employed as predictors of perceived ease of use and perceived usefulness. Te hedonic context includes perceived enjoyment. Te social context contains communication. Te predictors of perceived enjoyment and communication were selected to be positive afect and negative afect. Figure 1 shows the theoretical framework for understanding the antecedents of continuance intention in the context of SNS. Tis article clarifes the roles of perceived ease of use, perceived usefulness, perceived enjoyment, and communication in developing continuance intentions. It postulates that system quality, information quality, and service quality signifcantly afect both perceived ease of use and perceived usefulness. Moreover, this paper explores the efects of positive afect and negative afect in enhancing perceived enjoyment and communication. Positive afect and negative Mobile Information Systems afect are classifed as common factors of hedonic variables and social components.

Perceived Ease of Use.
Perceived ease of use refers to the extent to which a person believes that using SNS would be free of efort [47]. It has been proven to play a key role in shaping behavioral intention in various information technologies (ITs) [48][49][50]. It also leads to the fow, perceived usefulness, and perceived enjoyment of IT users [51]. Perceived ease of use enhances the behavioral intention [30] or the actual usage of social media [7,31]. Empirical results on SNS support that perceived ease of use is the critical factor in continuance intention [52]. Terefore, the following hypothesis is proposed: H1. Perceived ease of use has a positive impact on continuance intention.

Perceived Usefulness.
Perceived usefulness is defned as the degree of confdence in the use of an SNS that can ofer value to those who use it [53]. Previous studies in ISs pointed out that perceived usefulness has a signifcant efect on continuance intention [10,54,55]. It has been indicated in past works that perceived usefulness serves as the crucial antecedent of continuance intention [8,9]. In the context of social media, perceived usefulness elevates the level of behavioral intention [8,30] or promotes the users' desire to use social media [7,31]. Based on the fndings, the following hypothesis is proposed: H2. Perceived usefulness has a positive impact on continuance intention.

Perceived Enjoyment.
Perceived enjoyment is justifed as the degree to which using an SNS is perceived to be enjoyable, apart from any performance consequences [56].
When users perceive SNS as more enjoyable, they are likely to use it more [7]. In previous research, perceived enjoyment was found to have a signifcant impact on continuance intention [8,9,36]. Tus, the following hypothesis is put forward: H3. Perceived enjoyment has a positive impact on continuance intention.

Communication.
Communication is defned as how many people and how deeply the SNS users can interact with each other [55]. It, as an item of cognitive social capital, determines the knowledge-sharing behavior of SNS users by enhancing cognitive-based trust and afective-based trust [40]. Previous studies pointed out that communication has a direct or indirect efect on continuance intention [22,55]. Communication was fgured out to have a signifcant association with perceived enjoyment [57]. With these investigations, this study proposes the following: H4a. Communication has a positive impact on continuance intention. H4b. Communication has a positive impact on perceived enjoyment.

System
Quality. System quality represents the expected characteristics of an SNS, including adaptability, reliability, availability, and usability [58,59]. Several studies triggered the conclusion that system quality has a signifcant efect on perceived ease of use [11,60,61]. Prior research revealed that system quality is signifcantly associated with perceived usefulness [10,12,62]. Te system quality of SNS signifcantly determines behavioral intention through satisfaction [33]. System quality signifcantly shapes both perceived ease of use and perceived usefulness in the SNS domain [39]. Hence, one can expect the following hypotheses: H5a. System quality has a positive impact on perceived ease of use.
H5b. System quality has a positive impact on perceived usefulness.
3.6. Information Quality. Information quality refers to the desirable attributes such as completeness, accuracy, and relevance of the outputs in SNS [58,63]. It serves as the proximal predictor of satisfaction in forming behavioral intention [33]. Previous research indicated that information quality has a signifcant relationship with perceived ease of use [13,64]. It was also pointed out that information quality signifcantly afects perceived usefulness [10,15,65]. Information quality plays an essential role in generating perceived usefulness in the context of SNS [39]. In light of these fndings, the following hypotheses are put forward: H6a. Information quality has a positive impact on perceived ease of use.
H6b. Information quality has a positive impact on perceived usefulness.

Service
Quality. Service quality refers to overall user evaluations and judgments regarding the quality of SNS service delivery [66]. It has been shown in numerous studies conducted earlier that service quality has a signifcant association with perceived ease of use [10,11,16]. Service quality is a major precursor of both perceived ease of use and perceived usefulness [39]. Moreover, it has a signifcant impact on perceived usefulness [16]. Terefore, the following hypotheses are suggested: H7a. Service quality has a positive impact on perceived ease of use.
H7b. Service quality has a positive impact on perceived usefulness.

Positive Afect.
Positive afect represents the degree to which an individual feels enthusiastic, active, and alert [67]. It was validated that positive afect signifcantly infuences satisfaction [1]. Positive afect is signifcantly infuenced by inspiration on SNS [42]. As SNS users feel more positive afect, their enjoyment wouldincrease. In addition, since SNS is a space that strengthens relationships through communication between users, increased positive afect may improve the level of communication. Based on the abovementioned discussion, this study establishes the following: H8a. Positive afect has a positive impact on perceived enjoyment. H8b. Positive afect has a positive impact on communication.
3.9. Negative Afect. Negative afect refers to a feeling of distress and nonpleasurable engagement that subsumes a variety of aversive mood states, including anger, disgust, etc. [67]. Some people express negative emotions more than positive emotions [23]. It is closely related to social media behaviors such as addiction [68]. When users become addicted to SNS, they are less aware of their negative afect [69]. Negative afect is signifcantly linked to continuance intention [70]. As SNS users feel negative afect more, their enjoyment would decrease. SNS users may try to relieve negative afect through changes in communication on SNS. Terefore, the following hypotheses are formulated: H9a. Negative afect has a negative impact on perceived enjoyment. H9b. Negative afect has a signifcant impact on communication.

Data Collection.
Quantitative analysis has become a prevalent method in behavioral studies regarding technology adoption [71]. Hence, this research surveyed the relevant respondents because a survey is considered the best tool for analyzing the hypothesized relationships among the constructs [72]. Te current study conducted online surveys for users who had used Facebook in South Korea. Facebook still dominates the global social media market with a share of 75.28%, with a huge gap to Twitter's 7.47%, Instagram's 6.11%, and YouTube's 4.38% [73]. If we know the behavior of Facebook users, it would be easy to see the behavior of other social media users as well. Te survey informants were recruited using convenience sampling and nonprobability sampling. Convenience sampling is widely applied in the IT area due to its depiction of the population at hand and cost efciency [74][75][76]. Tree experts in ISs and quantitative research reviewed questionnaires. Tey commented on the appropriateness of the measurements, the number of questions, and the logical arrangement. Teir opinions played an important role in improving the quality of the questionnaire. Before conducting the survey, a pilot test was performed on 20 respondents [77]. Respondents gave feedback on the simplicity of expression, the placement of questions, and ambiguous sentences. In total, 301 individual responses were gathered. 12 insincere responses and 3 aberrant responses with a uniform answer to the entire set of questions were discarded [78]. A total of 286 responses were selected for the fnal data analysis. Among the samples, 128 respondents were male and 158 respondents were female. Te majority of respondents were in their 20s (38.1%), followed by their 30s (29.7%). Te majority of participants (63.6%) were undergraduates. Table 1 shows the demographic information of the fnal sample.

Measurement Instrument.
All questions were derived from previous studies to validate the measurements in the IS feld. Te measurement items were modifed to ft the SNS context. Te survey items consisted of three parts, which were as follows: (1)  information quality, and service quality. Te questionnaire was initially prepared in English by the author. Afterwards, a Korean expert fuent in English translated the questionnaire from English into Korean. All indicators were measured based on a fve-point Likert scale ranging between 1 (strongly disagree) and 5 (strongly agree). Before the main survey was undertaken, two researchers in the IS feld meticulously checked the questionnaire to confrm content validity and logical arrangement. Te indicators of each construct are summarized in Table2.

Data Analysis.
Tis study demonstrated the measurement model and the structural model by using partial least squares structural equation modeling (PLS-SEM) through SmartPLS 3.3.3 [79]. PLS is a component-based technique that is most appropriate for exploratory research [80,81]. It also ofers some benefts in terms of fewer restrictions on sample size and residuals compared to covariance-based SEM such as AMOS and LISREL [82,83]. As depicted in Figure 2, PLS-SEM verifes the proposed model in two steps. Te frst is to confrm a measurement model, and the second is to validate a structural model. In the process of measurement model test, reliability, convergent validity, and discriminant validity of suggested factors are checked. Reliability is verifed by Cronbach's alpha and composite reliability (CR). Convergence validity is determined by average variance extracted (AVE) and factor loading. Discriminant validity follows the criteria of Fornell and Larcker [84]. Te structural model verifcation proceeds in the following order: bootstrapping, hypothesis testing, and calculating the explained variance of the endogenous variables (R 2 ).

Measurement Model.
Tis study evaluated the reliability and validity of the measurement model. To assess construct reliability, this research examined Cronbach's alpha and CR. If Cronbach's alpha and CR values are over 0.60, reliability is achieved [84]. As shown in Table 3, the lowest values of Cronbach's alpha were 0.605, which exceeded the threshold of 0.7. Te CR values of the factors ranged between 0.828 and 0.964. Terefore, the construct reliability is acceptable.
To evaluate the validity, this study investigated convergent validity and discriminant validity. Convergent validity was assessed by calculating both the AVE and the factor loadings of the items associated with each construct. AVE values ranged from 0.678 to 0.900, which are higher than the acceptable limit of 0.5 [84]. Factor loadings ranged from 0.763 to 0.969, supporting that the model has a satisfactory level of convergent validity [85]. Discriminant validity was satisfed because the square root value of AVE for each construct was greater than any other corresponding rows and entries [84]. Table 4 contains the analysis results for discriminant validity.

Structural Model.
Tis study estimates the coefcient of determination (R 2 ) and path coefcients by conducting a bootstrapping resampling method (5000 resamples) [86]. Figure 3 illustrates the path coefcients for the hypothesized relationship. Ten of the ffteen hypotheses in the research model are accepted.
Contrary to expectations, perceived ease of use does not infuence continuance intention, failing to accept H1. In contrast to the hypothesis, perceived usefulness has no signifcant association with continuance intention. Tus, H2a is not adopted. Consistent with predictions, perceived enjoyment is signifcantly related to continuance intention, thereby accepting H3. In line with expectations, communication signifcantly infuences both continuance intention and perceived enjoyment. Hence, H4a and H4b are supported. System quality positively afects perceived ease of use, but it does not infuence perceived usefulness. Terefore, H5a is supported and H5b is not supported. Information quality does not impact perceived ease of use, but it has a signifcant efect on perceived usefulness. Tus, H6a is not adopted and H6b is adopted. As expected, service quality is positively related to both perceived ease of use and perceived usefulness, providing empirical support for H7a and H7b. Consistent with hypotheses, positive afect has a signifcant and positive efect on perceived enjoyment and communication. Tus, H8a and H8b are supported. Negative afect signifcantly afects perceived enjoyment while having no signifcant impact on communication. Hence, H9a is accepted and H9b is not accepted. Te structural model describes 43.5% of the variance in continuance intention, 35.4% of the variance in perceived enjoyment, and 5.2% of the variance in communication. Table 5 summarizes the results of structural modeling.

Discussion
Tis study aims to identify the factors infuencing the continuance intention of SNS. Tis has been accomplished by refecting utilitarian-hedonic-social contexts.
Although previous works showed that continuance intention was signifcantly afected by perceived ease of use [87][88][89] and perceived usefulness [10,65,90], the fndings in this study pointed out that these two factors are not the determinants of continuance intention. Te discrepancy might refer to the reason that perceived enjoyment and Te results indicated that perceived enjoyment is a strong and signifcant predictor of continuance intention. Tis fnding further supports the conclusion obtained in previous research, in which continuance intention was signifcantly afected by perceived enjoyment [8,91]. A plausible explanation for this result is the fact that SNS users with higher levels of perceptions of enjoyment increase their willingness to use SNS continuously.
Te fndings also pointed out that communication has a signifcant and positive impact on continuance intention.

Construct Items Mean
Continuance intention [92] COI1 I will continue to use SNS in the future. COI2 In the future, I will continue to use SNS without stopping. COI3 I will continue to use SNS more often.
Perceived ease of use [47] PEU1 Learning how to use SNS is easy. PEU2 I think SNS can be used by anyone. PEU3 SNS can be conveniently used anytime, anywhere.
Perceived usefulness [47] PUS1 Te use of SNS makes work (study) more efcient. PUS2 SNS is useful for my work (study). PUS3 Te use of SNS improves my work performance.
Perceived enjoyment [50] PEN1 Using SNS is pleasurable. PEN2 Using SNS is interesting. PEN3 Using SNS gives me enjoyment

Mobile Information Systems 7
Communication is the representative purpose of using SNS. Te more users perceive communication as valuable, the more frequently they use SNS. According to the fndings, system quality is signifcantly associated with perceived ease of use, but not with perceived usefulness. Prior studies have verifed that system quality has a signifcant impact on perceived ease of use [11,60] and perceived usefulness [10,12]. Tese results could be elaborated by the fact that the better performance of the SNS system increases the level of perceived ease of use, but not perceived usefulness.
Te empirical results unveiled that information quality is signifcantly related to perceived usefulness, but not to perceived ease of use. Several researchers have validated that information quality signifcantly impacts perceived ease of use [13,65] and perceived usefulness [10,13]. One can infer that the perception of ease of use does not increase as SNS gives users more appropriate information. Moreover, it can be deduced that when SNS provides users with more adequate information, users perceive SNS as more useful.
Te analysis provided evident support that service quality has signifcant efects on perceived ease of use and perceived usefulness. Tese results further support the discovery uncovered in past studies, in which information quality signifcantly afects perceived ease of use [10,11] and perceived usefulness [15]. Te experiential efects of service quality could be attributed to the fact that when SNS provides more specialized services to users, they evaluate it as easier and more useful.     [9,21]. Some studies have considered utilitarian value, hedonic value, and social values in understanding continuance intention [20,35]. Unlike previous studies, this study make a remarkable contribution to academia in that it specifed and presented factors corresponding to utilitarian, hedonic, and social components. Future studies will be able to use the results of this study to subdivide the value domain. Second, this paper contributes to the existing literature by revealing that the most important variable determining the continuance intention is perceived enjoyment (b = 0.563, t = 11.042). Te fndings of the results indicated that communication has the second-highest path coefcient (b = 0.107, t = 1.983). Contrary to expectations, perceived ease and perceived usefulness are not signifcant for continuance intention. Te results of this study showed that SNS users continue to use SNS because it is fun and pleasurable. Te more people communicate with others in cyberspace, the more they use SNS. Tis work contributes to academia by newly verifying that the hedonic factor is the most important among the predictive variables of SNS, followed by the social factors.
Tird, this research confrms and strengthens the relationship between technology acceptance theory and IS success factors in SNS. Te study results showed that system quality and information quality are partially signifcant for perceived ease of use and perceived usefulness. Service quality signifcantly determines perceived ease of use and perceived usefulness. Users generally access SNS through mobile apps or PC programs. Te servers, apps, and interfacescan determine the system quality, information quality, and service quality of the user interface. Tis study contributes to the existing literature by proving that key elements of IT play a signifcant role even in nonprofessional ISs such as SNS and mobile instant messengers.
Lastly, this article adds a worthwhile contribution to the literature on SNS by dividing afect into two dimensions (e.g., positive afect and negative afect) and revealing the efects of these two scales on hedonic and social factors. Te results showed that positive afect has a strong and significant efect on perceived enjoyment. Te positive afect also raises the level of communication. Te negative afect undermined perceived enjoyment. However, it is not signifcantly related to communication. Tis study contributes to existing studies by fnding that positive afect is the salient antecedent of hedonic and social factors.

Implications for Practice.
Tis study provides three practical implications. First, it confrms the relative importance of factors infuencing continuance intention in the SNS context. Te most powerful factor is perceived enjoyment, and the second one is communication. SNS providers should design the SNS structure so that users can have fun while using SNS. Tey might consider providing a fun quiz or game in the middle of the page. UI developers need to diversify various functions such as hashtags, feeds, and direct messages so that users can communicate more efectively. Users will try to use SNS harder if they can quickly communicate their opinions, emotions, and information with others.
Second, this work confrmed that the IS factors also work robustly in the formation of the perceived ease of use and perceived usefulness in the SNS context. Service providers need to manage backbone systems such as servers, networks, and infrastructure so that users can use SNS easily and efectively. SNS developers are encouraged to display only necessary information on the UI and provide specialized services according to the users' tendencies and circumstances. Service providers can perform the abovementioned series of tasks to promote users to use SNS more easily and efectively.
Last, the current study demonstrates the efects of SNS emotional factors on perceived enjoyment and communication. Te results indicated that positive afect enhances the level of both perceived enjoyment and communication. Negative afect was found to undermine perceived enjoyment. Service providers need to identify the determinants of positive afect and negative afect. Tey should refect them in the upgrade process. Factors that form a positive efect may include news about your favorite celebrities, interesting articles, or the appearance of an acquaintance that you have not seen in a long time. Factors that shape negative afect may include relative deprivation, publicity of undesirable political parties, or unnecessary advertisements. It would be good for service providers to do indepth research on objects, tags, and feeds created on SNS by introducing methodologies such as big data analytics or content analysis.

Limitation and Further Research.
Although this study has drawn some academic results, it has several limitations. First, the present research collected data from only one country, South Korea. Because SNS is involved in communication and networking between humans, research results may vary depending on national characteristics. Terefore, future research needs to survey more countries to improve the generality and validity of the research results. Second, this work verifed the research model without classifying the types of SNS. SNS type may afect the hypotheses since the interface and communication method of SNS may be diferent for each type. Further research should validate the model for each type of SNS to confrm relationships between variables more systematically. Finally, this paper did not empirically support the signifcance of perceived ease of use and perceived usefulness. In future research, it is necessary to check whether the infuence of these two factors is reduced by perceived enjoyment and communication or it is independently insignifcant.

Data Availability
Te datasets generated and/or analyzed during the current study are available from the corresponding author upon reasonable request.

Conflicts of Interest
Te author declares that there are no conficts of interest.