User adoption of social networking sites : eliciting uses and gratifications through a means–end approach
Pai, Peiyu and Arnott, David C.. (2012) User adoption of social networking sites : eliciting uses and gratifications through a means–end approach. Computers in Human Behavior, Volume 29 (Number 3). pp. 1039-1053. ISSN 0747-5632Full text not available from this repository.
Official URL: http://dx.doi.org/10.1016/j.chb.2012.06.025
This research examines users' motives for adopting and using social networking sites (SNSs), with the aim of providing a better understanding of the fundamental reasons behind SNS adoption behavior. To uncover the relationship between the attributes of SNSs and users' perceptions of their consequences and values, this study integrates a means-end approach with uses and gratifications theory and thereby extends the technique to a communication media selection context. Laddering interviews identify users' perceptions of five attributes, 10 consequences, and four values associated with SNS adoption (i.e., Facebook). The results show that belonging, hedonism, self-esteem, and reciprocity are the four main values users attain through SNS adoption. Furthermore, the chains associated with SNS adoption can be represented in a hierarchical value map. This study should help practitioners design online communication platforms that more closely fit their users' needs and provide users with safer, more friendly, and thus more attractive environments.
|Item Type:||Journal Article|
|Divisions:||Faculty of Social Sciences > Warwick Business School|
|Journal or Publication Title:||Computers in Human Behavior|
|Official Date:||May 2012|
|Page Range:||pp. 1039-1053|
|Access rights to Published version:||Restricted or Subscription Access|
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