Journal
INFORMATION & MANAGEMENT
Volume 47, Issue 3, Pages 150-157Publisher
ELSEVIER SCIENCE BV
DOI: 10.1016/j.im.2010.01.003
Keywords
Social networking sites (SNSs); Perceived value; Satisfaction; Extroversion and introversion; Intention to pay
Funding
- National Science Council of the Republic of China [NSC 97-2410-H-011-010-MY2]
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Although social networking sites (SNSs) have attracted increased attention and members in recent years, there has been little research on it: particularly on how a users' extroversion or introversion can affect their intention to pay for these services and what other factors might influence them. We therefore proposed and tested a model that measured the users' value and satisfaction perspectives by examining the influence of these factors in an empirical survey of 288 SNS members. At the same time, the differences due to their psychological state were explored. The causal model was validated using PLS-Graph 3.0; six out of eight study hypotheses were supported. The results indicated that perceived value significantly influenced the intention to pay SNS subscription fees while satisfaction did not. Moreover, extroverts thought more highly of the social value of the SNS, while introverts placed more importance on its emotional and price value. The implications of these findings are discussed. Crown Copyright (C) 2010 Published by Elsevier B.V. All rights reserved.
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