Title: Investigating the roles of educational usage activities and motivations behind continuance intention for Facebook assisted student engagement

Authors: Anny Mardjo

Addresses: Department of Management Information Technology, Faculty of Commerce and Management, Prince of Songkla University, Trang Campus, 102 Moo 6, Muang District, Trang, Thailand

Abstract: The purpose of this study is to explore educational usage activities and motivations that influence the continuance intention to use Facebook for student engagement. An attitudinal model was developed and empirically tested in this study. Data were collected from 449 undergraduate university students in Thailand. Findings from partial least squares structural equation modelling (PLS-SEM) suggested that (a) communication activity has the most significant influence on utilitarian motivation; (b) resource/materials sharing activity has the most significant influence on hedonic motivation; (c) collaboration has the most significant influence on social motivation; (d) hedonic motivation has the most significant influence on satisfaction but no influence on continuance intention; and (e) continuance intention is influenced by satisfaction, social motivation and utilitarian motivation. Accordingly, the implications and recommendations for future research are suggested.

Keywords: social media; social; utilitarian; hedonic; Facebook; e-learning; collaboration.

DOI: 10.1504/IJMIE.2020.103827

International Journal of Management in Education, 2020 Vol.14 No.1, pp.49 - 66

Received: 27 Jul 2018
Accepted: 21 Jan 2019
Published online: 29 Nov 2019 *

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