User's Willingness to Pay on Social Network Sites

A user's willingness to pay (WTP) on social network site (SNS) has received a great deal of attentions from academics and practitioners. The current study separates the willingness into WTP for SNS and WTP other members of SNS, and introduce a new research model to study the antecedent factors of and their influence on the two types of willingness. We find that the user's trust generated from social activities can be transferred to their trust in business transactions on SNSs, thereby influencing the willingness to pay. The user's perceived playfulness and perceived value of online connections have significant positive effects on their WTP other members of SNSs. This research contributes several new findings to SNS commercialization research, and provides multiple constructive implications to SNS and e-commerce site managers.

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