원문정보
초록
영어
The principal objective of this study was to develop and test a theoretical model of the effects of motivation factors on Social Networking Sites (SNS) usage behavior. We have utilized uses and gratifications theory as the underlying theoretical foundation to identify the factors that shape SNS usage behavior. The model was tested using AMOS, and the analysis result indicates that attitudes towards using SNS and outcome expectation are determined by difference motivation factors. Additionally, the results also suggest that the level of attitude towards using SNS and outcome expectation affect the degree of SNS usage. Moreover, this study also tests for moderating effects; the result demonstrates that the impact of motivation factors on SNS usage behavior differ across SNS user types. The model in this study has improved our understanding of SNS usage behavior, providing new theoretical insights into the successful design and implementation of SNS.
목차
Introduction
Literature Review
Review of Social Networking Sites
Review of Uses and Gratifications theory
Research Model
Consuming Motivation
Participating Motivation
Producing Motivation
Attitude towards Using SNS
Moderating Effects
Empirical Analysis
Measurement Model
Structural Model
Hypothesis Testing
Hypothesis Tests for the Moderating Effect of SNS User Types
Discussion and Conclusion
Implications
Limitations and Further Research
References