Drivers of Social Media Networking Site Continuance Intention in Jordan and South Africa: Do National Cultural Differences Matter?

The present study integrates perceived service quality and national cultural dimensions into the expectation-confirmation model (ECM) to ascertain the antecedents of user satisfaction and continuance use of SNSs and tested the moderating role of culture on the strengths of relationships in the adapted ECM. Data for empirical testing of the research model, using a partial least squares (PLS) structural equation modelling technique with multi-group analysis, were obtained from 987 SNS users in Jordan and South Africa. The findings suggest that, although there are differences in the path estimates of users in these contexts, these differences are not statistically significant, implying that cultural factors are not salient considerations for promoting SNS user satisfaction and continuance use intention. Implications of these findings for theory and practice are discussed.