suffering a serious user loss issue since 2006. The number of active users on Myspace is merely
30 million by the end of year 2011, significantly declining from its peak in 2006. So far, the
management team has not found an effective strategy to resurrect the Web site, and Myspace is
still struggling with its survival issue (Wang, 2010). The current most visited social network site,
Facebook, although has not yet been hit by the user loss issue, starts to see many symptoms such
as its user’s social media fatigue that cues the advent of unfavorable development conditions as
well. The study of the user’s continuance intention has become extremely important to SNS
development (Gartner, 2011).