Factors Influencing Continuance Intention to Use Linked In: An Indian Perspective

With the rapid advancements in technology and the advent of the gig economy, social networking sites have emerged as the go-to place to stay connected. Various SNS's such as Facebook, Linked In, Instagram have gained immense popularity amongst the millennials and Gen Z. The rapid adoption of LinkedIn as a professional networking platform, particularly by the Indian masses, has been discussed using the extended TAM model. The research investigates the various factors involved in the continuance intention post-adoption of LinkedIn in this context by the Indian users through an exploratory factor approach analysis (EFA). Incorporating the refined research model and thus the obtained empirical data can be studied to understand the various factors, namely Perceived Usefulness, Critical Mass, Perceived Playfulness; Trustworthiness & Perceived ease of use, and its relationship towards the adoption and continuance intention of using LinkedIn. A primary research survey was conducted, and 227 responses were captured for data analysis. The five factors were analyzed and could explain the continuance intention of using LinkedIn among Indian users.