The Effect of Cognitive Absorption and websites features on Satisfaction and User Continuous Usage of the Social Network (case study: Facebook)


University of Guilan


Considering the increase if usage of social networks, especially Facebook in Iranian users, this research aims to investigate the effect of absorption on continuous usage. 406 questionnaires are gathered from Facebook users and data are analyzed with PLS software. Results show that Cognitive absorption has a positive impact on satisfaction, ease of use and usefulness. Usefulness and users' satisfaction leads to real use. Although, satisfaction and intention to use effect the continuous usage of Facebook, but usefulness and ease of use have no effect on continuous usage.