The effect of Gratification factors on continuance intention and laborproductivity

Firms’ social media initiatives might facilitate information flow and knowledge sharing within and acrossorganizations, strengthening firm customer interaction, and improving internal and external collaboration. This paperutilizes the past related research to examine the impact of gratification factors (i.e., information seeking, collectiveintelligence, and network externality ) on continuance intention of social media and labor productivity(ability, clarity,help , incentive , evaluation, validity , environment) with Mediating variables: Subjective norm and Sense of belonging .The results show that gratification factors have effect on continuance intention of social media Furthermore, users’continuance intention affect on labor productivity. also it can be concluded Social media considered as an extension ofHR’s information technologies that support employee record, information sharing and knowledge management throughfirm-wide. people are increasingly using social media Because it is a recent phenomenon, the potentialities, benefitsand risks of such tools have not yet been properly addressed inside organizations.

کلیدواژه ها:

Gratification ، Continuance intention ، labor productivity ، Sense of belonging