International Journal of Computer and Information Technology (IJCIT)
As users increasingly participate in the community, Social Networking Sites (SNS) are gaining attention in academic research. This paper aims to explore perceived value influencing usage intention in SNS, and examines the mediation of customer satisfaction between perceived value and usage intention. Mediated regression analysis was used and 205 savvy SNS users in Taiwan were investigated. The findings reveal that perceived value, including information value, sociable value, and hedonic value, has a positive impact on usage intention, but the mediation effect of customer satisfaction is only significant for social value and hedonic value, excluding information value.