Examining user satisfaction and stickiness in social networking sites from a technology affordance lens: uncovering the moderating effect of user experience

Purpose: The aim of this study is to explore, identify and understand the impact of technology affordance in the context of social networking sites (SNSs). Moreover, this study incorporates user experience as a moderator, in order to explore behavioral differences between veterans (high-experience users) and newbies (low-experience users). Design/methodology/approach: A research model was developed to examine the influences of three technology affordances: interactivity, information and navigation on user satisfaction and SNS stickiness. Totally 266 data were collected from a famous college in China using an online survey, and structural equation modeling technique was used to examine the proposed research model. Findings: The empirical research findings indicated that the three technology affordance attributes exhibited different degrees of influence on user satisfaction, which in turn facilitated SNS stickiness. Particularly, high-experience users were more likely influenced by interactivity and information affordances, while low-experience users are more susceptible to navigation affordance. Practical implications: This study can provide guidelines to the platform administrators to design SNSs from the aspects of interactivity, information and navigation attributes and pay attention to the preference differences between high-experience users and low-experience users. Originality/value: This study uncovers the significant antecedents of SNS stickiness from a technology affordance lens and reveals the moderating effect of user experience on the relationship between three technology affordance attributes and satisfaction.