Ni Nyoman Kerti YASA, Putu Laksmita Dewi RAHMAYANTI, I Gusti Agung Gede WITARSANA, Ary Wira ANDIKA, Nilna

MUNA, 49
Ida Ayu Putu Widani SUGIANINGRAT, Martaleni / Journal of Distribution Science 19-5 (2021) 49-60

Print ISSN: 1738-3110 / Online ISSN 2093-7717

JDS website: http://www,jds.or.kr/
http://dx.doi.org/10.15722/jds.19.5.202105.49

Continuous usage intention of social media as an online information

distribution channels
Ni Nyoman Kerti YASA1, Putu Laksmita Dewi RAHMAYANTI 2, I Gusti Agung Gede WITARSANA3,
Ary Wira ANDIKA4, Nilna MUNA5, Ida Ayu Putu Widani SUGIANINGRAT6, Martaleni7

Received: March 09, 2021. Revised: April 29, 2021. Accepted: May 05, 2021

Abstract
Purpose: This study aimed to explore the variables that may play a significant role in inducing Facebook users to use Facebook as
online information distribution channels continuously. Research design, data, and methodology: The population of this study are all
Facebook users who have actively used Facebook as a social media as online information distribution for at least one year. Purposive
sampling technique was used in this study and 290 respondents were enrolled. The data was collected using a questionnaire and
further analyzed with path analysis and SEM-PLS approach. Result: The results showed that perceived ease of use, perceived critical
mass, perceived enjoyment, and perceived information intelligence have a positive and a significant effect towards perceived
usefulness. Perceived usefulness also has a positive and significant effect on users’ attitude, and users’ attitude has a positive and
significant effect on intentions to use Facebook continuously among its users. Conclusions: Hence, it is important for Facebook as an
online information distribution channel to maintain its perceived usefulness in order to create a positive impact on its users’ and induce
Facebook users’ to use social media continuously.

Keywords: Social Media, Online Information Distribution, Distribution Channels, Continuous Usage Intention, Online.

JEL Classification Code: D30, D39, M39

12

1. Introduction
1 First and Corresponding Author. Professor, Faculty of
Economics and Business, Udayana University, Indonesia.
Email: [email protected] Social media nowadays has become very developed.
2 Second Author. Master Student. Faculty of Economics and Many platforms of social media have been used by the
Business, Udayana University, Indonesia. public, for instance, Facebook, Instagram, Line, WhatsApp,
Email: [email protected] YouTube, Twitter, and LinkedIn. Social media has been
3 Third Author. PhD Student. Faculty of Economics and Business,
Udayana University, Indonesia. developed as online information distribution. Among all the
Email: [email protected] existing social media platforms, it is known that Facebook
4 Fourth Author. PhD Student. Faculty of Economics and is the most widely used social platform among Indonesian.
Business, Udayana University, Indonesia. Facebook was first used in 2004 and has grown rapidly
Email: [email protected]
5 Fifth Author. PhD Student. Faculty of Economics and Business,
since that year (Ko, 2013). In addition, the use of Facebook
Udayana University, Indonesia. is also adopted by businesses because it causes a positive
Email: [email protected] impact, such as increasing sales, good relations with
6 Sixth Author. Lecturer. Faculty of Economics and Tourism, customers, and may foster the customers loyalty (Singhal,
Hindu Indonesia University, Indonesia. 2016; Gallant and Arcand, 2017; Amelia et al., 2019; Park
Email: [email protected]
7 Seventh Author. Lecturer, Faculty of Economics and Business, and Park, 2017; Budi et al., 2021). Currently there are
Gajayana University, Indonesia. approximately 10 million businesses that use Facebook to
Email: [email protected] promote and market their products (Facebook, 2021).
ⓒ Copyright: The Author(s) Businesses chose Facebook to promote its product because
This is an Open Access article distributed under the terms of the Creative Commons
Attribution Non-Commercial License (http://Creativecommons.org/licenses/by-nc/4.0/)
Facebook can be used to share photos, videos and
which permits unrestricted noncommercial use, distribution, and reproduction in any information easily (Raynes-Goldie, 2012). Furthermore,
medium, provided the original work is properly cited.
50 Continuous usage intention of social media as an online information distribution channels

according to Facebook data (2021), 2.8 billion monthly variables, including perceived ease of use, perceived critical
active users as the fourth quarter of 2020. However, in the mass, and perceived enjoyment (Li-Barber, 2012; Litt and
last few years the use of Facebook has been switched to Hargittai, 2014; He, 2019; Cha and Seo, 2019). However,
different social media and was replaced by another social there is also research that stated that perceived usefulness is
media, namely Instagram. Avus and Wen-Lung (2020) have influenced by the users perceive informational benefits.
studied the shifts in the use of Facebook to Instagram social This is in accordance with the existing reality in the field,
media, which shows that the attractiveness of the social that from the results of interviews with several Facebook
media and the influence of friends may cause social media users’, they stated that by using Facebook as online
users to switch to other platforms. The decline in Facebook information distribution, so they can get personal
users indicates that the intention to use it continuously as information about their friends, for instance, the position,
social media as an online distribution channels is also activities, and also their friends’ moods. Thus, in this study,
decreasing. Research that examines the intention of using the perceived benefit is influenced by four variables,
Facebook has been conducted by Carla et al. (2014); Hsin namely: perceived ease of use, perceived critical mass,
et al. (2014); Eftekhar et al. (2014); Tuten and Solomon perceived enjoyment, and perceived intelligent information.
(2014); Cho et al (2015); Bartsch and Dienlin (2016); Based on the existing problems, this study aims to
Leung et al. (2017); Zahy et al. (2018); Linda et al. (2019); investigate and explore the effect of perceived ease of use,
Lee and Dai (2015); Won and Kim (2020); Nguyen (2020); perceived critical mass, perceived enjoyment, and perceived
and Erik et al. (2020). The intention to use social media as intelligent information towards perceived usefulness and
an online information distribution continuously can be attitude, and also their impact on the continuous usage
influenced by many factors, including the feelings that it is intention of Facebook as an online distribution channels.
easy to use, the benefits and, the positive attitude from
using social media as an online distribution channels. This
is in accordance with the existing conceptual framework in 2. Literature review
Theory Accepted Model (TAM) (Dumpit and Fernandez,
2017; Wamba et al., 2017). Online distribution channels is a chain of businesses or
Attitudes towards social media may be manifested in the intermediaries through which a good or service passes until
form of positive or negative attitude. The attitude depends it reaches the final buyer or the end consumer. Distribution
on the perceived benefits of its users, if the perception of channels can include wholesalers, retailers, distributors, and
the perceived benefits is positive, it will be able to induce even the Internet.
positive attitudes from the consumer, and vice versa.
Attitudes on Facebook as a online information distribution
channels was studied by Wiedermann and Li (2018), which
showed that attitude had a positive and significant effect on
intention to use Facebook continuously. In addition, several PE
researchers also examined the effect of attitude on intention
to use the social media as an online distribution channels
continuously, among others: Kim (2017); Rupak et al. PC
(2014); Basak and Calisir (2015); Chang et al. (2015); Tran
(2020); Tham et al (2019); Yin and Zhang (2020); Ryu PU AT CU
(2019)Yazdanparast et al. (2015), which findings are all
identical. Hence, a positive attitude is very essential to be
PE
built by social media as an online distribution channels in
order to maintain and increase the users’ intention to use.
In building users’ attitudes, it is necessary to pay PII
attention to the perceived benefits (Hossain and Silva,
2009). The more useful social media as online information Figure 1: Conceptual Frameworks
distribution channels is felt by its users, the more positive
the attitude will be (Dhoha et al., 2019). Previous studies Continuous usage intention is the goal of every social
have already showed that Instagram advertisements create a media platform, including Facebook. As an effort to
positive impact on users (Rauniar et al., 2013). Likewise, maintain their existence among its users’, social media
the benefits felt by the Facebook users’ have a positive platform tries to build a positive attitude on its users.
influence on their attitudes (Althunibat, 2015). The Positive attitude can be built by providing as many benefits
perception of the perceived benefits of using social media as possible to its users, thus they will continue to be loyal
as an online distribution channels is influenced by several the social media as an online information distribution,
 Ni Nyoman Kerti YASA, Putu Laksmita Dewi RAHMAYANTI, I Gusti Agung Gede WITARSANA, Ary Wira ANDIKA, Nilna MUNA, 51
Ida Ayu Putu Widani SUGIANINGRAT, Martaleni / Journal of Distribution Science 19-5 (2021) 49-60

including Facebook. The benefits felt by Facebook users’ stated that the perceived enjoyment may increase perceived
can be enhanced by making the platforms easy to use, usefulness. Perceived enjoyment which manifested as the
making Facebook a popular social media that people are feelings of being attracted, entertained, happy, and
interested in, making users comfortable while using comfortable can enhance the perceived usefulness. Identical
Facebook, and getting the information from the use of results were also discovered from previous studies by Pinho
Facebook as an online distribution channels. The and Soares (2011); Teo and Noyes (2011); Moqbel (2012);
relationship of each variable can be described as shown in Chiang (2013); and Liao et al. (2013). Based on these
Figure 1. empirical studies, the following hypothesis can be
formulated:
2.1. The effect of perceived easy of use on perceived
usefulness H3: Perceived enjoyment has a positive and significant
effect on perceived usefulness
The perception of Facebook as online information
distribution channels is easy to use because the flexibility 2.4. The effect of perceived intelligent information
that the users’ get while interacting with other Facebook on perceived usefulness
users’. Besides, Facebook is known to be easy to
understand, easy to use to communicate with others, and Perceived usefulness may be increased because of
easy to be familiar with the features that Facebook provide. perceived intelligent information from the usage of
Perceived easy of use has a positive impact on users’ Facebook. Perceived intelligent information can be shown
perceived usefulness (Zhao et al., 2013). Other study also in a certain condition, for instance, Facebook users will get
showed similar results, that perceived easy to use may information about other people (friends or families)
increase the perceived usefulness felt by Facebook users regarding their whereabouts, activities, feelings, and social
positively and in a statistically significant way (Rupak et al., status. Study conducted by Cho et al. (2015) stated that
2014). Based on the existing empirical studies, the perceived intelligent information able to enhance the
following hypothesis can be formulated: perceived usefulness. The results of that study is in line
with previous research result form Dong et al. (2014); Liu
H1: Perceived ease of use has a positive and significant and Brown (2014); Dai and Lee (2018); Chang and Heo
effect on perceived usefulness (2014). Based on the results of these empirical studies, the
following hypothesis can be formulated:
2.2. The effect of perceived critical mass on
perceived usefulness H4: Perceived intelligent information has a positive and
significant effect on perceived usefulness
Perceived critical mass also has a positive influence on
the perceived usefulness. Perceived critical mass, such as: 2.5. The effect of perceived usefulness on attitude
Facebook which is popular among friends, a lot of people
use Facebook, and a lot of co-workers use Facebook as a Perceived usefulness of using Facebook can make the
social media, which can increase the perception of users’ attitudes positive (Liao et al., 2013). The usefulness
perceived usefulness of Facebook users’ (Hammedi & perceived by Facebook users, such as being more effective
Bouqiaux, 2015). In addition, Water (2009) has conducted a in communicating, able to easily contact and get
study on the effect of perceived critical mass on Facebook information about relatives may affect Facebook users’
as a social media online platform for information attitude positively. Previous research conducted by Rupak
distribution, which found that perceived critical mass et al. (2014), showed similar results that perceived
indeed increase the perceived usefulness on its users. Based usefulness from social media usage may induce a positive
on these existing empirical studies, the following effect on the attitude of social media users’. This is
hypothesis can be formulated: supported with several previous studies conducted by Min
and Kim (2015); Curras-Perez et al. (2013) which found
H2: Perceived critical mass has a positive and significant that perceived usefulness may increase the positive attitude
effect on perceived usefulness among Facebook users significantly. Based on the results of
these empirical studies, the following hypothesis can be
2.3. The effect of perceived enjoyment on perceived formulated:
usefulness
H5: Perceived usefulness has a positive and significant
Previous research conducted by Ana and Jose (2014), effect on attitude
52 Continuous usage intention of social media as an online information distribution channels

2.6. The effect of attitude on continuous usage Table 1: Measurement of Variables and The References
intention Construct and indicator Reference
Perceived ease of use (PEOU)
Positive, happy, trusting, and safe attitudes of social Facebook is flexible to use to interact with other
media users’ is known to bring a positive and significant people
effect on the intention to use social media as an online
Facebook can be freely used to do what the
distribution channels continuously. This is shown by user’s want
research conducted by Schivinski et al. (2016) which shows
Easy to be skilled on using Facebook
the results that the positive attitude of social media users Dhoha et
has a positive and significant impact on the continuous use Easy to operate Facebook al. (2019)
of social media. Similar results also found by several other Facebook is very easy to understand
researchers, namely Chen et al. (2009); Chu (2011); Chang Perceived critical mass (PCM)
et al. (2015); Ang (2017); VanMeter et al. (2018); Ifinedo
Facebook is popular among friends
(2018); Kim et al (2014); Gu et al (2019); and Liu et al.
(2018). Based on the results of these empirical studies, the Most of my friends use Facebook
following hypothesis can be formulated: People from my work environment use Facebook
Perceived enjoyment (PE) Li et al.
H6: Attitude has a positive and significant effect on (2015),
Using Facebook is interesting Gan
continuous usage intention. (2017);
Using Facebook is entertaining
Ozanne et
Using Facebook is fun al. (2017);
Dhoha et
3. Method Using Facebook is comfortable al. (2019)
Perceived intelligent information (PII)
The measurement of variable construct in this research
was derived from previous research and further modified to Facebook provides information about friends
position
suit the conditions in the field. Measurement of variable Gan
construct of perceived ease of use and perceived critical Facebook provides information about friends
(2017);
activities
mass refers to the measurement used by Dhoha et al. (2019); Ozanne et
and perceived enjoyment refers to research by Li et al. Facebook provides information about friends al. (2017)
feelings and moods
(2015), Gan (2017), Ozanne et al. (2017), Dhoha et al.
(2019). Measurement of perceived intelligent information Facebook provides information about friends
social status
variable refers to research by (2019) and adjusted to the
perceptions obtained from observation through opening a Perceived usefulness (PU)
Facebook page. Measurement of perceived usefulness Facebook allows me to reconnect with friends
variable refers to research conducted by Dhoha et al. (2019). Facebook gets me benefit in personal life Brandao
Furthermore, the measurement of attitude variable refers to (2019);
Facebook increases the effectiveness of
research by Brandao (2019); Dhoha et al. (2019), connecting with friends Dhoaha et
meanwhile measurement of continuous usage intention al. (2019)
Facebook makes it easier to contact friends
refers to research by Al-Jabri et al. (2015) and Li et al.
(2015); Dhoha et al. (2019). The measurements of variable Facebook makes it easier to get information
about friends
constructs studied in this studied can be seen in Table 1.
Scale used to measure the variable constructs in this study Attitude (ATT)
Brandao
is in the five-level range, from strongly disagree (1) to Positive on using Facebook
(2019);
strongly agree (5). Happy using Facebook Dhoaha et
Data were collected through a survey using google form. Support in using Facebook
al. (2019)
The number of respondents enrolled in this study was 290
respondents with purposive sampling technique. Encouraging in using Facebook
Respondents were enrolled based on several criteria, Continuous Usage Intention (CUI)
Al-Jabri et
namely domiciled in Indonesia, minimum age of 17 years I always increase the frequency of using
al. (2015);
old, minimum high school education, and active on Facebook
Li et al.
Facebook for at least one year. Furthermore, the research I always recommend others to use Facebook (2015);
instruments were tested for validity and reliability. The I use Facebook continuously Dhoha
(2019)
results of validity and reliability test can be seen from Table 2. I spend more of my time on Facebook
 Ni Nyoman Kerti YASA, Putu Laksmita Dewi RAHMAYANTI, I Gusti Agung Gede WITARSANA, Ary Wira ANDIKA, Nilna MUNA, 53
Ida Ayu Putu Widani SUGIANINGRAT, Martaleni / Journal of Distribution Science 19-5 (2021) 49-60

Table 2: The Results of Validity and Reliability Test of The above 0.30 and reliable because the Cronbach’s Alpha
Research Instruments value for all variables is above 0.6. Furthermore, it was
Variable Item
r Cronbach’s followed by data collection of 290 respondents, analyzed
correlation Alpha a using Path Analysis and SEM-PLS.
X1 0.795 Based on the results of this study, the characteristics of
X1.1 0.747 the respondents were identified in terms of gender, age,
Perceived X1.2 0.748
education level, length of time using Facebook as social
ease of use / media, and duration of Facebook usage in a day.
PEOU (X1) X1.3 0.732 Respondents were dominated by female gender (63.8 %)
X1.4 0.776 compared to male (36.2 %). In terms of age, respondents
X1.5 0.713 were predominantly in the age range of 17 to 27 years old
(88.3 %), 28 to 37 years old (2.8 %); 38 to 47 years old
X2 0.920
(2.2 %); 48 to 57 years old (3.8 %); and above 57 years old
Perceived X2.1 0.880
critical mass /
(2.9 %). Respondents who have used Facebook for at least
PCM (X2) X2.1 0.948 one year were found to be 15.5 %; using for over 1 year to
X2.3 0.959 5 years 18.4 %; and over 5 years 66.1 % out of all
respondents. The duration of Facebook usage in a day can
X3 0.964
be differentiated into five groups, namely respondents who
Perceived
X3.1 0.938 use Facebook an average of 1 hour a day as much as 5.8 %;
enjoyment / X3.2 0.978 more than 1 hour to 2 hours 20.7 %; 2 to 3 hours 33.0 %; 3
PE (X3) to 4 hours 30.5 %; and more than 4 hours were found to be
X3.3 0.960
10.0 %.
X3.4 0.931
X4 0.913
Perceive X4.1 0.890 4. Results
intelligent
X4.2 0.893
information /
PII (X4)
4.1. Results of SEM PLS Analysis
X4.3 0.909
X4.4 0.876 This study used two-stage approach to measure the
Y1 0.860 model before it is used to test the hypothesis, which aims to
Y1.1 0.662
verify the validity and reliability of the research model.
First by analyzing the convergent validity and continued by
Perceived Y1.2 0.745
usefulness / analyzing the discriminant validity.
PE (Y1) Y1.3 0.897
Y1.4 0.873 4.2. Outer Model Test
Y1.5 0.847
Outer model test was carried out to ensure the feasibility
Y2 0.924 of the research indicators in measuring the research
Y2.1 0.850 variables. Thus, to see whether the model is valid as a basis
Attitude / ATT
Y2.2 0.909 for research, three criteria must be met, namely: (1) all
(Y2) loading indicators are above 0.65 (2) Composite Reliability
Y2.3 0.922
(CR) must be above 0.8, and (3) Average Variance
Y2.4 0.936 Extracted (AVE) for every construct must exceed 0.5.
Y3 0.898 Based on Table 3, it shows that all value for the outer
Y3.1 0.833
loading indicators exceed 0.65 with a range between 0.803
Continuous
usage to 0.958, which indicates that they are at the recommended
Y3.2 0.865
intention / CUI limit. Composite Reliability (CR) value is in the range
(Y3) Y3.3 0.902 between 0.921 to 0.959, all of which are above 0.8 meaning
Y3.4 0.917 that all constructs formed have good consistency as a
research model. All values for Average Variance Extracted
(AVE) were found to be above 0.5 with a range from 0.724
The results of validity and reliability test of the research
to 0.949, hence can be concluded that the research model in
instruments as seen in Table 2 show that all variables are
this study has a good validity.
valid because all of the correlation value for each variable is
54 Continuous usage intention of social media as an online information distribution channels

To evaluate the discriminant validity, a research model Discriminant validity is considered good if the root
is suggested to ensure that the root value of the Average value of AVE (√AVE) in Table 5 is greater than 0.5. The
Variance Extracted (√AVE) of a latent variable must be research model proposed in this study can be considered
greater. good, where the smallest √ AVE value is 0.851

Table 3: model size results

Average Variance Extracted
Construct Indicator Outer Loading Composite Reliability
(AVE)

X1.1 0.816
X1.2 0.862
Perceived ease of use (X1) X1.3 0.836 0.929 0.724
X1.4 0.872
X1.5 0.866

X2.1 0.920
Perceived critical mass
X2.2 0.958 0.957 0.881
(X2)
X2.3 0.936
X3.1 0.897
X3.2 0.945
Perceived enjoyment (X3) 0.958 0.949
X3.3 0.946
X3.4 0.897

X4.1 0.818
Perceived intelligent X4.2 0.887
0.921 0.746
information (X4) X4.3 0.881
X4.4 0.866

Y1.1 0.819
Y1.2 0.803
Perceived usefulness (Y1) Y1.3 0.884 0.936 0.746
Y1.4 0.905
Y1.5 0.901

Y2.1 0.925
Y2.2 0.914
Attitude (Y2) 0.959 0.853
Y2.3 0.939
Y2.4 0.916

Y3.1 0.911
Continuous Usage Y3.2 0.897
0.943 0.805
Intention (Y3) Y3.3 0.903
Y3.4 0.877

Table 4: Correlation between Latent Variables

Construct PEOU PCM PE PII PU ATT CUI

PEOU 1.00

PCM 0.65 1.00

PE 0.75 0.72 1.00

PII 0.66 0.70 0.76 1.00

PU 0.75 0.74 0.09 0.80 1.00

ATT 0.57 0.51 0.60 0.58 0.63 1.00

CUI 0.59 0.56 0.66 0.63 0.67 0.69 1.00

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Table 5: Root Value of AVE

Construct Average Variance Extracted (AVE) √ AVE

Perceived ease of use / PEOU 0.724 0.851

Perceived critical mass / PCC 0.881 0.939

Perceived enjoyment / PE 0.949 0.974

Perceived intelligent information / PII 0.746 0.864

Perceived usefulness / PU 0.746 0.864

Attitude / ATT 0.853 0.924

Continuous Usage Intention / CUI 0.805 0.897

4.3. Inner Model Test the inner model test can be seen in Figure 2.
Structural model was evaluated using the R-square for
Structural model focuses on the hypothesized construct dependent and t test, also the significance of the
relationship or path between latent variables. The results of coefficient parameters.

Figure 2: Structural Model

4.4. Coefficient Determination way as multiple regression analysis in general. The

predictive strength of a research model can be seen from
In this research, a bootstrap was carried out which the R2 value generated by the bootstraps. R2 value for each
resulted in two structural model measurements, namely: t endogenous variable in the research model can be seen in
value (t-test) and R2 which would be interpreted the same Table 6.
56 Continuous usage intention of social media as an online information distribution channels

Table 6: Coefficient Determinations information. Meanwhile, the lowest is in the attitude

Construct R2 variable with R2 value of 0.408 which shows that 48 % of
Perceived usefulness 0.790
the attitude variable can be explained by the construct that
affects the variable, namely the perceived usefulness. From
Attitude 0.408 the examination of the R2 value, it can be concluded that
Continuous usage intention 0.488 the predictive strength of this research model in general is
Note: only the endogenous (dependent) good, as seen from the R2 value of all variables which is
variable has the R2 value that are close to or above 0.50.

Based on Table 6 it can be explained that the highest 4.5. Hypotheses Test
R2 value is in the perceived usefulness variable that is
0.790 which indicates that 79 % of the perceived usefulness Significance of the estimated parameters provides
variable can be explained by the construct contained in the useful information about the relationship between the
model, namely: perceived ease of use, perceived critical research variables.
mass, perceived enjoyment, and perceived intelligent

Table 7: Hypothesis Test Result

Correlation between variables Path coeff. t-statistic P values Hypothesis
Perceived ease of use à Perceived
0.181 3.372 0.001 Accepted
usefulness
Perceived critical mass à Perceived
0.160 3.105 0.002 Accepted
usefulness
Perceived enjoyment àPerceived
0.298 4.760 0.000 Accepted
usefulness
Perceived intelligent à Perceived
0.363 5.793 0.000 Accepted
usefulness
Perceived usefulness à Attitude 0.639 14.317 0.000 Accepted
Attitude à Continuous usage intention 0.699 21.817 0.000 Accepted

The basis used in testing the hypothesis is the value with a t-statistics value of 14.317 and p-value of 0.000
contained in the output path coefficients presented in Table 7. which is under 0.05, therefore the hypothesis is accepted;
Hypothesis testing was conducted using the t-statistics and attitude for continuous usage intention was found with
and looking at the p-value. If the p-value < 0.05, the a t-statistics value of 21.817 and p-value of 0.000 which is
hypothesis is accepted. From Table 7, it can be seen that under 0.05, thus the hypothesis is accepted. All hypotheses
perceived ease of use for perceived usefulness has a t- from H1 to H6 are accepted.
statistics value of 3.372 and p-value of 0.001 which is
under 0.05, and therefore the hypothesis is accepted. This
means that the higher the perceived ease of use, the higher 5. Discussion
the perceived usefulness felt by the Facebook users.
Perceived critical mass for perceived usefulness has a t- 5.1. Effect of perceived ease of use on perceived
statistics value of 3.105 and p-value 0.002 which is under usefulness
0.05 and the hypothesis is accepted. This indicates that the
higher the perceived critical mass, the higher the perceived Based on the results of the analysis, the effect of
usefulness felt by the Facebook users. Perceived enjoyment perceived ease of use on perceived usefulness obtained a
for perceived usefulness has t-statistics value of 4.760 and beta coefficient value of 0.181 with a significance level of
p-value 0.000 which is under 0.05 and therefore the 0.001 ≤ 0.05, which means that Ho is rejected and H1 is
hypothesis is accepted. This means that the higher accepted. The result indicates the perceived ease of use
perceived enjoyment will induce higher perceived variable has a positive and significant effect on perceived
usefulness. Furthermore, perceived intelligent information usefulness. Consequently, the higher the level of ease on
affects perceived usefulness with a t-statistics value of Facebook (which is shown by the flexibility to use the
5.793 and p-value of 0.000 which is under 0.05 and the social media in interacting with others, easy to use
hypothesis is accepted. Perceived usefulness affects attitude according to the need of the users, easy to be skilled at
 Ni Nyoman Kerti YASA, Putu Laksmita Dewi RAHMAYANTI, I Gusti Agung Gede WITARSANA, Ary Wira ANDIKA, Nilna MUNA, 57
Ida Ayu Putu Widani SUGIANINGRAT, Martaleni / Journal of Distribution Science 19-5 (2021) 49-60

using the social media as an online distribution channels, and significant effect on perceived usefulness. The results
and easy to understand), the higher perceived usefulness of this study are also confirmed by Moqbel (2012); Chiang
felt by the Facebook users. (2013); and Liao et al. (2013), which findings also stated
The result of this study strengthens the results of that perceived enjoyment has a positive and significant
previous studies conducted by Litt and Hargittai, 2014); effect on perceived usefulness. Thus, it can be concluded
Rupak et al. (2014); Basak and Calisir (2015), which found that the higher the feeling of pleasure and comfort
that perceived ease of use has a positive and significant generated by using Facebook, the more perceived
effect on perceived usefulness. This research finding is also usefulness will be felt.
in line with Chang et al. (2015) that found the perceived
ease of use variable has a positive and significant effect on 5.4. Effect of perceived intelligent information on
perceived usefulness. Hence, it can be inferred that the perceived usefulness
higher perceived ease of use, the higher perceived
usefulness will be felt. Based on the results of the analysis of the perceived
intelligent information on perceived usefulness, the beta
5.2. Effect of perceived critical mass on perceived coefficient value obtained was 0.363 with a significance
usefulness level of 0.000 ≤ 0.05, thus the Ho is rejected and H1 is
accepted. That result means the perceived intelligent
Based on the results of the analysis of the perceived information variable has a positive and significant effect on
critical mass on perceived usefulness, the beta coefficient perceived usefulness. Therefore, the higher the perceived
value obtained was 0.160 with a significance level of 0.002 intelligent information which is shown by the engagement
≤ 0.05 which means that Ho is rejected and H1 is accepted. to get information about friends’ whereabouts, information
That result indicates that the perceived critical mass about friends’ activities, moods, and social status, may
variable has a positive and significant effect on perceived increase the perceived usefulness that will be felt by the
usefulness. Thus, the higher the level of Facebook as an users.
online distribution channels, the popularity which is This results are in line with Liu and Brown (2014),
indicated by the number of Facebook uses among friends, which found that perceived intelligent information variable
family, and/or coworkers, the higher the perceived has a positive and significant effect on perceived usefulness.
usefulness of using Facebook. Chang and Heo (2014), and Cho et al. (2015), also found
A similar result can be found from a previous study similar results that perceived intelligent information
conducted by Hammedi and Bouqiaux (2015), which stated variable has a positive and significant effect on perceived
that the perceived critical mass variable has a positive and usefulness. Therefore, if the information taken either comes
significant effect on perceived usefulness. This result is from friend’s homepage or the user’s homepage is of a
enforced by a research that Dhoha et al. (2019) carried out, good quality, then the perceived usefulness may increase.
which noted that perceived critical mass has a positive and
significant effect on perceived usefulness. 5.5. Effect of perceived usefulness on attitude

5.3. Effect of perceived enjoyment on perceived Based on the results, the effect of the perceived
usefulness usefulness on attitude obtained a beta coefficient value of
0.639 with a significance level of 0.000 ≤ 0.05, thus the Ho
Based on the results of the analysis of the perceived is rejected and H1 is accepted. That result indicates that
enjoyment on perceived usefulness, it was found that the perceived usefulness has a positive and significant effect on
beta coefficient value is 0.298 with a significance level of attitude. Therefore, the higher the perceived usefulness,
0.000 ≤ 0.05, thus the Ho is rejected and the H1 is accepted. which is shown by being able to reconnect with friends, get
That result indicates the perceived enjoyment variable has a personal benefits, be more effective in communicating with
positive and significant effect on perceived usefulness. friends, and easy to get in contact with friends, may impact
Therefore, the higher the perceived enjoyment which is the attitude of Facebook users positively.
shown by the use of Facebook that generates interest, The results of this study strengthened by previous study
happiness, enjoyment, comfort, and entertainment, will conducted Curras-Perez et al. (2013), which stated that
induce the perceived usefulness of using Facebook to be perceived usefulness variable has a positive and significant
higher. effect on attitude. This result is in line with studies by
The results of this study strengthen the results of a Rupak et al. (2014); Min and Kim (2015), which found that
previous study conducted by Ana and Jose (2014), which perceived usefulness variable has a positive and significant
found that the perceived enjoyment variable has a positive effect on Facebook users’ attitude.
58 Continuous usage intention of social media as an online information distribution channels

5.6. Effect of attitude on continuous usage the determining variables for continuous usage intention
intention can be further developed with other variables, such as trust,
satisfaction, and respondent's demographic variables.
Based on the results of the analysis of attitude on
continuous usage intention, the beta coefficient value
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