A Structural Model of Contextual Factors Affecting Customers' Intention to Continue Using Social Networks; Focusing on Utilitarian Values and Hedonistic Values

Since the intention of continuous use of social networks is of great importance for businesses, the present research aims at developing a structural model of the Contextual Factors affecting the continuance intention of using social networks by customers with a focus on hedonistic values ​​and utilitarian values. This study is categorized as applied and descriptive. The statistical population consisted of all customers of Kalleh Company who have used the company's social networks. According to the Morgan’s table sampling, the sample size was calculated to be 384 and for sampling, the available sampling method was used. Data collection was done by a questionnaire that was obtained from a combination of questionnaires of Meske et al. (2019) and Ashraf et al. (2019). The content validity of questionnaire was confirmed using experts's opinions and its reliability was confirmed by Cronbach's alpha coefficient. Data analysis was performed using the structural equation modeling (SEM) in Amos software. Results of the study indicated that the factors including innovativness and ambiguity intolerance, with the mediating role of hedonistic values ​​and utilitarian values, have a significant effect on the intention of continuous use of social networks. Also, face consciousness, perceived reflexivity, perceived versatility, perceived interconnectedness, perceived invisibility-in use and perceived adaptability with the mediating role of hedonistic values, have a significant effect on the continuance intention of using social networks. The need to be uniqueness with the mediating role of utilitarian values has a significant effect on the intention for continuous use of social networks.