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Due to the rapid growth of social networking community (SNC), research into SNC user’s behavior has recently emerged as an important issue in information systems. An indivi dual makes a decision whether or not to continually use his or her own SNC and to purchase digital items to decorat e it. Most previous research has focused on a user’s continuance intention and has ignored the importance of purchase intention. This study develops and empirically tests an integrated model designed to predict a user’s two types of behavioral intentioncontinuance intention and purchase intention based on the expectation-confirmation model (ECM) and a dual model of relationship maintenance mechanism.The results indicate that perceived usefulness, satisfaction, personalization, and switching cost have im-portant influences on the formation of SNC continuance intention. The results also show that perceived usefulness and satisfaction does not have any significant impacts on purch ase intention, while personalization, learning, attrac-tiveness of alternatives, and continuance intention significantly affect it.

gyeongyeong gwahag - hangug gyeongyeong gwahaghoe/gyeong'yeong gwahag - han'gug gyeong'yeong gwahaghoe

The Factors Affecting the Intention to Purchase Digital Items and Continuance Intention in Social Networking Communities： Focused on Relationship Maintenance Mechanism and Expectation-Confirmation Model