An Examination of Factors That Influence Social Networking Community Participation Among Millennials

ThisstudyinvestigatesmainandmoderatingfactorsthatinfluenceMillennials’intentiontoparticipate inasocialnetworkingcommunity(SNC).Theauthorsmodifiedtheunifiedtheoryofconsumers’ acceptanceanduseoftechnology(UTAUT2)toincorporatesixmainandtwomoderatingfactors toexplainMillennials’SNCparticipationintention.Byconsideringtheimplicationsoftheunique characteristicsofMillennialsontheirsocialnetworkingbehavior,theauthors’modelisbettersuited toanswerwhatdrivesthesetech-savvyindividualstoparticipateinaSNCviasuchsitesasFacebook. Specifically,theauthorsfindthathedonicmotivation,trustintechnology,trustincommunity,and socialinfluencearesignificantfactorsininfluencingMillennials’SNCparticipationintention,with hedonicmotivationbeingthemostinfluentialfactor.Inaddition,genderandeducationalbackground moderate the main effects of these determinants in different manner. Theoretical and practical implicationsofthesefindingsarediscussed. KEywoRDS Facebook, Hedonic Motivation, Millennials, Partial Least Square Method, Participation Intention, Social Networking Community, Trust in Community, Trust in Technology, UTAUT2

[1]  Linda L. Carli.  Gender and Social Influence , 2001 .

[2]  Detmar W. Straub,et al.  An Update and Extension to SEM Guidelines for Admnistrative and Social Science Research , 2011 .

[3]  Deb Sledgianowski,et al.  Using Social Network Sites: The Effects of Playfulness, Critical Mass and Trust in a Hedonic Context , 2009, J. Comput. Inf. Syst..

[4]  Fred D. Davis,et al.  Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1 , 1992 .

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

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

[7]  Dong-Hee Shin,et al.  Analysis of online social networks: a cross-national study , 2010, Online Inf. Rev..

[8]  S. Ghoshal,et al.  Social Capital, Intellectual Capital, and the Organizational Advantage , 1998 .

[9]  I. Ajzen.  The theory of planned behavior , 1991 .

[10]  Anol Bhattacherjee,et al.  Social Support : An Investigation of Network Information Technology Based on UTAUT , 2008 .

[11]  Joshua Fogel,et al.  Internet social network communities: Risk taking, trust, and privacy concerns , 2009, Comput. Hum. Behav..

[12]  Shu-Sheng Liaw,et al.  Gender difference, computer experience, self-efficacy, motivation and intention toward e-learning: a case study of the Blackboard system , 2009 .

[13]  Katherine M. White,et al.  The Theory of Planned Behavior Applied to Young People's Use of Social Networking Web Sites , 2009, Cyberpsychology Behav. Soc. Netw..

[14]  Shelly Rodgers,et al.  Gender and e-commerce: an exploratory study , 2003, Journal of Advertising Research.

[15]  Yi-Shun Wang,et al.  The adoption of electronic tax filing systems: an empirical study , 2003, Gov. Inf. Q..

[16]  David F. Larcker,et al.  Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics: , 1981 .

[17]  Byoungsoo Kim,et al.  Understanding Antecedents of Continuance Intention in Social-Networking Services , 2011, Cyberpsychology Behav. Soc. Netw..

[18]  Ruth N. Bolton,et al.  Understanding Generation Y and their use of social media: a review and research agenda , 2013 .

[19]  Deborah Compeau,et al.  Social Cognitive Theory and Individual Reactions to Computing Technology: A Longitudinal Study , 1999, MIS Q..

[20]  VenkateshViswanath,et al.  A critical assessment of potential measurement biases in the technology acceptance model , 1996 .

[21]  ChauShen Chen,et al.  Motivators, prohibitors and outcomes of social networking site user's behavior , 2012 .

[22]  D. Gefen,et al.  E-commerce: the role of familiarity and trust , 2000 .

[23]  Asadullah Shah,et al.  Online Banking Information Systems Acceptance: An Empirical Examination of System Characteristics and Web Security , 2017, Inf. Syst. Manag..

[24]  Scott B. MacKenzie,et al.  Common method biases in behavioral research: a critical review of the literature and recommended remedies. , 2003, The Journal of applied psychology.

[25]  Shiu-Wan Hung,et al.  Fostering the determinants of knowledge sharing in professional virtual communities , 2009, Comput. Hum. Behav..

[26]  Fred D. Davis,et al.  A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies , 2000, Management Science.

[27]  Mary Jo Roseberry Rhoades.  A social psychological investigation of the differential influence of male and female advocates of nontraditional sex roles , 1979 .

[28]  Vincent S. Lai,et al.  Prediction of Internet and World Wide Web usage at work: a test of an extended Triandis model , 2000, Decis. Support Syst..

[29]  Chun-Ming Chang,et al.  Knowledge sharing behavior in virtual communities: The relationship between trust, self-efficacy, and outcome expectations , 2007, Int. J. Hum. Comput. Stud..

[30]  Qing Hu,et al.  Assimilation of Enterprise Systems: The Effect of Institutional Pressures and the Mediating Role of Top Management , 2007, MIS Q..

[31]  Nicholas Christakis,et al.  The Taste for Privacy: An Analysis of College Student Privacy Settings in an Online Social Network , 2008, J. Comput. Mediat. Commun..

[32]  Mary K. Foster,et al.  Why Users Participate in Online Social Networks , 2010 .

[33]  Cheryl Burke Jarvis,et al.  A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research , 2003 .

[34]  Fred D. Davis,et al.  A critical assessment of potential measurement biases in the technology acceptance model: three experiments , 1996, Int. J. Hum. Comput. Stud..

[35]  Viswanath Venkatesh,et al.  Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology , 2012, MIS Q..

[36]  Detmar W. Straub,et al.  Trust and TAM in Online Shopping: An Integrated Model , 2003, MIS Q..

[37]  Chia-Lin Hsu,et al.  Benevolence trust: a key determinant of user continuance use of online social networks , 2014, Inf. Syst. E Bus. Manag..

[38]  Zoran Kalinic,et al.  Determinants of users’ intention to adopt m-commerce: an empirical analysis , 2016, Inf. Syst. E Bus. Manag..

[39]  Fethi Calisir,et al.  An empirical study on factors affecting continuance intention of using Facebook , 2015, Comput. Hum. Behav..

[40]  Eric T. G. Wang,et al.  Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories , 2006, Decis. Support Syst..

[41]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[42]  John D. Foubert,et al.  Effects of gender, gender role, and individualized trust on self-disclosure. , 1996 .

[43]  Wynne W. Chin,et al.  The Effects of Group Attitudes Toward Alternative GDSS Designs on the Decision‐making Performance of Computer‐Supported Groups* , 1994 .

[44]  Hsiu-Fen Lin,et al.  Understanding Behavioral Intention to Participate in Virtual Communities , 2006, Cyberpsychology Behav. Soc. Netw..

[45]  Straub,et al.  Editor's Comments: An Update and Extension to SEM Guidelines for Administrative and Social Science Research , 2011 .

[46]  Taesik Lee,et al.  Gender differences in consumers’ perception of online consumer reviews , 2011, Electron. Commer. Res..

[47]  David Gefen,et al.  Some antecedents and effects of trust in virtual communities , 2002, J. Strateg. Inf. Syst..

[48]  Fiona Wilson,et al.  Language, Technology, Gender, and Power , 1992 .

[49]  Sarah Spiekermann,et al.  Online social networks: why we disclose , 2010, J. Inf. Technol..

[50]  Steve Cayzer,et al.  Semantic blogging and decentralized knowledge management , 2004, CACM.

[51]  Jing Wang,et al.  Continued usage intention of multifunctional friend networking services: A test of a dual-process model using Facebook , 2014, Decis. Support Syst..

[52]  Marianne C. Murphy,et al.  A Comparison of Student Perceptions of their Computer Skills to their Actual Abilities , 2009, J. Inf. Technol. Educ..

[53]  Ling Liu,et al.  Understanding Chinese users’ continuance intention toward online social networks: an integrative theoretical model , 2013, Electronic Markets.

[54]  Rupak Rauniar,et al.  Technology acceptance model (TAM) and social media usage: an empirical study on Facebook , 2014, J. Enterp. Inf. Manag..

[55]  Rachel T. A. Croson,et al.  Trust and gender: An examination of behavior and beliefs in the Investment Game , 2008 .

[56]  Chao-Min Chiu,et al.  In justice we trust: Exploring knowledge-sharing continuance intentions in virtual communities of practice , 2010, Comput. Hum. Behav..

[57]  Anastasia Papazafeiropoulou,et al.  Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behaviour perspective , 2013, Decis. Support Syst..

[58]  Marguerite Moore,et al.  Interactive media usage among millennial consumers , 2012 .

[59]  Andrew J. Rohm,et al.  Consumer Privacy and Name Removal across Direct Marketing Channels: Exploring Opt-In and Opt-Out Alternatives , 2000 .

[60]  Wynne W. Chin,et al.  A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and Voice Mail Emotion/Adoption Study , 1996, ICIS.

[61]  Peter A. Todd,et al.  Assessing IT usage: the role of prior experience , 1995 .

[62]  W. S. Chow,et al.  Social network, social trust and shared goals in organizational knowledge sharing , 2008, Inf. Manag..

[63]  M. Sarstedt,et al.  Treating unobserved heterogeneity in PLS path modeling: a comparison of FIMIX-PLS with different data analysis strategies , 2010 .

[64]  Venkatesh,et al.  A Longitudinal Field Investigation of Gender Differences in Individual Technology Adoption Decision-Making Processes. , 2000, Organizational behavior and human decision processes.

[65]  Ya-Ping Chang,et al.  Understanding social networking sites adoption in China: A comparison of pre-adoption and post-adoption , 2011, Comput. Hum. Behav..

[66]  Ananish Chaudhuri,et al.  Gender Differences in Trust and Reciprocity , 2003 .

[67]  Scott Keeter,et al.  Millennials: Confident. Connected. Open to Change. , 2010 .

[68]  Jason Bennett Thatcher,et al.  Moving Beyond Intentions and Toward the Theory of Trying: Effects of Work Environment and Gender on Post-Adoption Information Technology Use , 2005, MIS Q..

[69]  Bernard C. Y. Tan,et al.  A Cross-Cultural Study on Escalation of Commitment Behavior in Software Projects , 2000, MIS Q..

[70]  Kay M. Palan,et al.  The Effects of Gender and Argument Strength on the Processing of Word-of-Mouth Communication , 2006 .

[71]  A. Colley,et al.  The effects of age, gender and computer experience upon computer attitudes , 1997 .

[72]  Yoojung Kim,et al.  Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students , 2011, Comput. Hum. Behav..

[73]  Elena Karahanna,et al.  Time Flies When You're Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage , 2000, MIS Q..

[74]  Tingting Zhang,et al.  Understanding user motivation for evaluating online content: a self-determination theory perspective , 2015, Behav. Inf. Technol..

[75]  Eileen M. Trauth,et al.  Explaining the IT Gender Gap: Australian Stories for the New Millenium , 2003, J. Res. Pract. Inf. Technol..

[76]  E. Deci,et al.  Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. , 2000, The American psychologist.

[77]  Chin-Lung Hsu,et al.  Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation , 2008, Inf. Manag..

[78]  Viswanath Venkatesh,et al.  Unified Theory of Acceptance and Use of Technology: A Synthesis and the Road Ahead , 2016, J. Assoc. Inf. Syst..

[79]  Traci Carte,et al.  In Pursuit of Moderation: Nine Common Errors and Their Solutions , 2003, MIS Q..

[80]  Hichang Cho,et al.  Influence of Gender on Internet Commerce: An Explorative Study in Singapore , 2008 .

[81]  Izak Benbasat,et al.  Trust In and Adoption of Online Recommendation Agents , 2005, J. Assoc. Inf. Syst..

[82]  Jane M. Howell,et al.  Personal Computing: Toward a Conceptual Model of Utilization , 1991, MIS Q..

[83]  Viswanath Venkatesh,et al.  Predicting Different Conceptualizations of System Use: The Competing Roles of Behavioral Intention, Facilitating Conditions, and Behavioral Expectation , 2008, MIS Q..

[84]  Erik Rolland,et al.  Knowledge-sharing in virtual communities: familiarity, anonymity and self-determination theory , 2012, Behav. Inf. Technol..

[85]  Per E. Pedersen,et al.  Explaining intention to use mobile chat services: moderating effects of gender , 2005 .

[86]  N. Bozionelos,et al.  Psychology of Computer Use: XXXIX. Prevalence of Computer Anxiety in British Managers and Professionals , 1996, Psychological reports.

[87]  Valerie Frissen,et al.  Trapped in electronic cages? Gender and new information technologies in the public and private domain: an overview of research , 1992 .

[88]  Eszter Hargittai,et al.  Whose Space? Differences Among Users and Non-Users of Social Network Sites , 2007, J. Comput. Mediat. Commun..

[89]  Benjamin R. Cowan,et al.  Exploring the wiki user experience: The effects of training spaces on novice user usability and anxiety towards wiki editing , 2011, Interact. Comput..

[90]  Roy B. Clariana,et al.  Perception versus Reality-Determining Business Students' Computer Literacy Skills and Need for Instruction in Information Concepts and Technology , 2005, J. Inf. Technol. Educ..

[91]  Charles J. Kacmar,et al.  Developing and Validating Trust Measures for e-Commerce: An Integrative Typology , 2002, Inf. Syst. Res..

[92]  Li Jiang,et al.  Trust and Electronic Government Success: An Empirical Study , 2008, J. Manag. Inf. Syst..

[93]  Xi Chen,et al.  Factors affecting privacy disclosure on social network sites: an integrated model , 2010, Electronic Commerce Research.

[94]  Viswanath Venkatesh,et al.  Why Don't Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior , 2000, MIS Q..

[95]  Paul H. P. Yeow,et al.  Crucial web usability factors of 36 industries for students: a large-scale empirical study , 2011, Electron. Commer. Res..

[96]  Nanny Wermuth,et al.  Moderating effects of subgroups in linear models , 1989 .

[97]  France Bélanger,et al.  Gender differences in perceptions of web-based shopping , 2002, CACM.

[98]  Werner H. Kunz,et al.  Trust Development in E-Services: A Cohort Analysis of Millennials and Baby Boomers , 2013 .

[99]  Celeste See Pui Ng.  Intention to purchase on social commerce websites across cultures: A cross-regional study , 2013, Inf. Manag..

[100]  Gordon B. Davis,et al.  User Acceptance of Information Technology: Toward a Unified View , 2003, MIS Q..