Relationship attachment and subjective vitality as outcomes of social networking site use

This paper investigates the determinants of relationship attachment and subjective vitality in a social networking site (SNS) use context. Following the social bond theory, we hypothesize that utilitarian value and hedonic value would influence relationship attachment. In addition, drawing the concept of autonomous vs. controlled motivations and relationship attachment theory, we hypothesize that hedonic value, utilitarian value, and relationship attachment would influence subjective vitality. The hypothesized research model is tested by collecting data from 150 Facebook users from a Facebook group using Partial Least Squares (PLS) approach. The findings suggest that relationship attachment is predicted by only hedonic value. Interestingly, utilitarian value did not have significant influence on relationship attachment. The findings also suggest that subjective vitality is predicted utilitarian value, hedonic value, and relationship attachment.

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