Understanding the roles of cultural differences and socio-economic status in social media continuance intention.
學年 103
學期 2
出版（發表）日期 2015-03-02
作品名稱 Understanding the roles of cultural differences and socio-economic status in social media continuance intention.
作品名稱（其他語言）
著者 Hsu, M. H., Tien, S. W., Lin, H. C., & Chang, C. M.
單位
出版者
著錄名稱、卷期、頁數 Information Technology & People 28(1),　p.224- 241
摘要 Purpose – Drawing upon the literature of Uses and Gratifications (U&G) Theory, the purpose of this paper is to propose that entertainment, information seeking, socialization, and self-presentation are the motivational factors affecting continuance intention of social media. This paper further investigates the moderating effects of cultural difference and socio-economic status on the link between these motivational factors and continuance intention. Design/methodology/approach – Data collected from the 493 active users of Facebook in five countries (Australia, Austria, Japan, Taiwan, and the USA) were used to test the proposed model. Partial least squares method was used to assess the relationships in the model and the subgroup analysis method was employed as well to examine the moderating roles of cultural difference and socio-economic status. Findings – Information seeking exerts stronger effect on continuance intention for users from individualistic cultures, while socialization, and self-presentation has stronger influence on continuance intention for users from collective cultures. Entertainment has stronger influence on continuance for high educated users, whereas self-presentation has stronger influence on continuance intention for users with lower level of education. Finally, the effect of entertainment, information seeking on continuance intention is stronger for users with higher level of income, while self-presentation has stronger influence on continuance intention for users with lower level of income. Originality/value – This study is one of first studies to extend the research context of U&G Theory from adoption of social media to continuance intention of social media. This study is also the first to investigate the moderating roles of cultural difference and socio-economic statuses in social media usage behavior simultaneously.
關鍵字 Cross-cultural issues;Social networking (e.g. Facebook, second life);Cross-national study;Social network analysis
語言 en_US
ISSN 0959-3845
期刊性質 國外
收錄於 SSCI Scopus ABS*
產學合作
通訊作者
審稿制度 是
國別 GBR
公開徵稿
出版型式 ,紙本
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