Using Social Networking Sites: What Is the Big Attraction? Exploring a Mediated Moderation Relationship

The present study was conducted to investigate the factors that may lead the social networking sites' users to have a compelling experience. Built upon the social capital perspective, a general social networking site experience model regarding the impact of the interaction between user-perceived competence and user identification on user satisfaction through playfulness was proposed and examined in the social networking site's context. Data analyses provided general support for (1) the moderating effect of user identification on the relationship of user-perceived competence with user satisfaction, and (2) the mediating role of playfulness through which social network site users' competency and identification factors are transmitted and predict user satisfaction. Theoretical and managerial implications are discussed.

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