Elucidating the Continual Use of Mobile Social Networking Web Sites: Case Study of Facebook Mobile

By selecting mobile social networking sites as the research focus, this study examines perceived values that affect the behavioral intention of users to use mobile social networking sites continuously. Exactly how external variables are considered as internal/psychological values is also addressed to provide further insight into the interactions between external variables and the internally perceived values as well as the extent to which such interactions impact behavioral intention to continuously use. Results of this study significantly contribute to the efforts of social network developers and researchers to more thoroughly understand mobile social network users.