The effect of website quality features and cognitive absorption on social network site usage: A cross-national study

Abstract

Social network sites (SNSs) have become an essential interpersonal communication tool, and the number of global SNSs users is increasing at an astonishing rate. To fill the research gap on SNSs, this study examined the rarely discussed influence of website quality features and cognitive absorption on SNS acceptance. This cross-sectional study focused on comparing 250 users from Taiwan and 200 users from Indonesia to contribute to the growing field of information system (IS) and information technology (IT) literature on SNSs. Structural equation modeling (SEM) and multi-group analysis were used to analyze the data. The results indicated similarities and differences between the two countries, confirming that the effect of country moderates the SNS usage. This study demonstrated that website quality features attract users based on the perceived ease of use and perceived usefulness. Feelings of temporal dissociation, heightened enjoyment, and curiosity also arouse users' intentions to use SNSs.