Examining Users' E-Satisfaction in the Usage of Social Networking Sites; Contribution from Utilitarian and Hedonic Information Systems

E-satisfaction (eSAT) is an important success factor of online service providers such as social networking sites (SNSs). The utilitarian and hedonic information systems are crucial in determining users' eSAT of SNSs, especially among young users. The utilitarian aspect of an information system is productivity-oriented which aims to enhance the users' task performance, and it is important in measuring eSAT of SNSs. In this study, the original constructs of Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) of TAM of utilitarian information system was first developed in this research framework. The use of SNSs, such as Facebook, is pleasure-oriented, in which self-fulfilling values to the users are important in determining users' satisfaction towards the SNSs. Therefore, Perceived Enjoyment (PE) of hedonic information system is added to the framework. Thus, the research framework of this study includes both utilitarian (PEOU and PU) and hedonic (PE) aspects of information systems to determine Malaysian young users' eSAT in the usage of Facebook, a social networking site. In this framework, the effects of PEOU, PU and PE on eSAT in the usage of Facebook are examined among Facebook's users in the age of 18 – 24 years old. The effects of PEOU on PU and PE are also examined. Online questionnaire survey was employed and a total of 384 sets of questionnaires were gathered from users of Facebook. The results indicated that PEOU has positive effects on PU and PE in the context of Facebook. In addition, PEOU, PU and PE are also found to have positive effects on eSAT. PE of hedonic information system exerted higher effect on eSAT, compared to PEOU and PU of utilitarian information system, highlighting the importance of pleasure orientation in the usage of Facebook of SNSs. Managerial and theoretical implications of the study are discussed in term of measuring and enhancing users' eSAT in the usage of SNSs, particularly Facebook.

[1]  Robert F. Easley,et al.  Research Note - How Does Personality Matter? Relating the Five-Factor Model to Technology Acceptance and Use , 2008, Inf. Syst. Res..

[2]  Sang-Chul Lee,et al.  Comparing Utilitarian and Hedonic Usefulness to User Intention in Multipurpose Information Systems , 2010, Cyberpsychology Behav. Soc. Netw..

[3]  Anandan Pillai,et al.  User acceptance of hedonic versus utilitarian social networking web sites , 2011 .

[4]  Fred D. Davis,et al.  A Model of the Antecedents of Perceived Ease of Use: Development and Test† , 1996 .

[5]  Hsi-Peng Lu,et al.  The influence of extro/introversion on the intention to pay for social networking sites , 2010, Inf. Manag..

[6]  Wen-Lung Shiau,et al.  Continuance Intention of Blog Users: The Impact of Perceived Enjoyment and User Involvement , 2010, PACIS.

[7]  Franz Rothlauf,et al.  Hedonic and Utilitarian Motivations of Social Network Site Adoption , 2016 .

[8]  Houshang Taghizadeh,et al.  The Effect of Customer Satisfaction on Word of Mouth Communication , 2013 .

[9]  Hans van der Heijden,et al.  User Acceptance of Hedonic Information Systems , 2004, MIS Q..

[10]  R. V. Krejcie,et al.  Determining Sample Size for Research Activities , 1970 .

[11]  Danah Boyd,et al.  Social Network Sites: Definition, History, and Scholarship , 2007, J. Comput. Mediat. Commun..

[12]  Sandra Streukens,et al.  Comfort your online customer: quality, trust and loyalty on the internet , 2004 .

[13]  M. Gilly,et al.  Shopping Online for Freedom, Control, and Fun , 2001 .

[14]  William R. King,et al.  A meta-analysis of the technology acceptance model , 2006, Inf. Manag..

[15]  David M. Szymanski,et al.  E-satisfaction: an initial examination , 2000 .

[16]  Tom M. Y. Lin,et al.  Exploring the impact factor of positive word-of-mouth influences satisfied customers , 2015 .

[17]  Chorng-Shyong Ong,et al.  An integrated evaluation model of user satisfaction with social media services , 2010, 2010 IEEE International Conference on Information Reuse & Integration.

[18]  Youn-Kyung Kim,et al.  The Effects of Website Designs, Self-Congruity, and Flow on Behavioral Intention , 2012 .

[19]  Mohd Zulkifli Muhammad,et al.  An Exploration of Social Networking Sites (SNS) Adoption inMalaysia Using Technology Acceptance Model (TAM), Theory ofPlanned Behavior (TPB) And Intrinsic Motivation , 2011 .

[20]  Stefan Koch,et al.  Extending the Technology Acceptance Model with perceived community characteristics , 2011, Information Research.

[21]  Wong Fei Mun.  Social Network Sites , 2014, Encyclopedia of Social Network Analysis and Mining.

[22]  Makiko Miwa,et al.  In search of facilitating citizens' problem solving: public libraries' collaborative development of services with related organizations , 2011, Inf. Res..

[23]  Marie Hardin,et al.  Less effortful thinking leads to more social networking? The associations between the use of social network sites and personality traits , 2011, Comput. Hum. Behav..

[24]  T. Laosirihongthong,et al.  Reflective review of relationship between Total Quality Management and organizational performance , 2008, 2008 4th IEEE International Conference on Management of Innovation and Technology.

[25]  Hsi-Peng Lu,et al.  Why people use social networking sites: An empirical study integrating network externalities and motivation theory , 2011, Comput. Hum. Behav..

[26]  Jae Hoon Choi,et al.  Factors Affecting End-User Satisfaction on Facebook , 2012, ICWSM.

[27]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[28]  Matthew L. Meuter,et al.  Encouraging Existing Customers to Switch to Self-Service Technologies: Put a Little Fun in their Lives , 2007 .

[29]  Ohbyung Kwon,et al.  An empirical study of the factors affecting social network service use , 2010, Comput. Hum. Behav..

[30]  Y. Shu,et al.  The Roles of Perceived Enjoyment and Price Perception in Determining Acceptance of Multimedia-on-Demand , 2008 .

[31]  R. Oliver.  Measurement and evaluation of satisfaction processes in retail settings. , 1981 .

[32]  Gordon C. Bruner,et al.  Explaining consumer acceptance of handheld Internet devices , 2005 .