Understanding the roles of cultural differences and socio-economic status in social media continuance intention.

doi:10.1108/ITP-01-2014-0007

淡江大學機構典藏 > 文學院 > 資訊傳播學系暨研究所 > 期刊論文 > Item 987654321/124442

Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/124442

Title:	Understanding the roles of cultural differences and socio-economic status in social media continuance intention.
Authors:	Tien, Shih-wei
Keywords:	Cross-cultural issues;Social networking (e.g. Facebook, second life);Cross-national study;Social network analysis
Date:	2015-03-02
Issue Date:	2023-09-04 12:05:15 (UTC+8)
Publisher:	Emerald Group Publishing Ltd.
Abstract:	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.
Relation:	Information Technology & People 28(1),　p.224- 241
DOI:	10.1108/ITP-01-2014-0007
Appears in Collections:	[資訊傳播學系暨研究所] 期刊論文

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