عوامل تاثیرگذار بر تمایل به ادامه استفاده از وب سایت شبکه های اجتماعی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران.

2 کارشناسی ارشد مدیریت اجرایی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران

چکیده

 
شبکه­های اجتماعی مجازی نسل جدیدی از فضای روابط اجتماعی هستند که توانسته­اند به خوبی در زندگی مردم جای باز کنند. با توجه به دامنه نفوذ روزافزون و تاثیرگذاری این شبکه­ها،  مسئله شناخت الگوهای رفتاری کاربران آنها به یکی از موضوعات جذاب تحقیقی بدل شده است. هدف پژوهش حاضر،  بررسی عوامل تاثیرگذار بر تمایل به ادامه استفاده از وب سایت شبکه­های اجتماعی است. لینکداین به عنوان یک شبکه اجتماعی تخصصی تمرکز اصلی پژوهش بوده است. اطلاعات تعداد 352 کاربران ایرانی عضو لینکداین با روش تصادفی در دسترس و با استفاده از  پرسشنامه گردآوری شد. پس از تحلیل عاملی متغیرها، روابط بین آنها و تاثیر هریک بر یکدیگر از طریق تحلیل مسیر مورد بررسی قرار گرفت. اثرات اجتماعی، محتوا، قابلیت­ها، ارزش، سهولت استفاده، امنیت درک شده، قالب، زمان، میزان همبستگی و رضایت کاربران از شبکه­های اجتماعی از عوامل تاثیرگذار بر تمایل به ادامه استفاده از وب سایت­های شبکه­های اجتماعی شناسایی شد که از این میان رضایت با ضریب مسیر بالاتر، نسبت به سایر عوامل تاثیر مثبت قوی تری دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating factors affecting on continuance intention to use the social network websites: The case of LinkedIn

نویسندگان [English]

  • Seyed Mohammadbagher Jafari 1
  • Asef Karimi 1
  • Zahede i Abarghou 2
1 َ Assistante Prof., Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran.
2 MSc in eMBA, Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran.
چکیده [English]

رSocial networks are a new generation of social relationship area that despite short lifetime, have been able to play an important role in people’s life.Given the importance and presence of social networks in today lives and growing their influence and impact, understanding of user behavior patterns has become interesting subjects of researches. The aim of this study is to investigate the factors affecting on continuance intention to use online social network websites and LinkedIn was chosen as a specialized social network in this research. The population was all of Iranian members of LinkedIn. The random available sampling was used and 352 questionnaires were collected and analyzed. The hypotheses were tested with using structural equation modeling. After variable factor analysis and the relations between variables and their impact on each other were examined through path analysis. Social effects, content, value, ease of use, the tie strength and satisfaction from social networks have been identified as factors affecting on continuance intention to use of social network websites. Meanwhile the satisfaction with higher path coefficient has a stronger impact than other factorsSocial networks are a new generation of social relationship area that despite short lifetime, have been able to play an important role in people’s life.Given the importance and presence of social networks in today lives and growing their influence and impact, understanding of user behavior patterns has become interesting subjects of researches. The aim of this study is to investigate the factors affecting on continuance intention to use online social network websites and LinkedIn was chosen as a specialized social network in this research. The population was all of Iranian members of LinkedIn. The random available sampling was used and 352 questionnaires were collected and analyzed. The hypotheses were tested with using structural equation modeling. After variable factor analysis and the relations between variables and their impact on each other were examined through path analysis. Social effects, content, value, ease of use, the tie strength and satisfaction from social networks have been identified as factors affecting on continuance intention to use of social network websites. Meanwhile the satisfaction with higher path coefficient has a stronger impact than other factors

کلیدواژه‌ها [English]

  • Social networks
  • Continuance intention to use
  • satisfaction
  • LinkedIn
 

Azizi, Shahriar & Negahdari, AmeerNima. (2012). Factors
affecting e-satisfaction, an experience from Germany. Modiriat Fanavari Ettelaat Magazine, 4(12) 165-186. (in Persian)

Bai, S. Gao, R. Hao, B. Yuan, S. & Zhu, T. (2014). Identifying Social Satisfaction from Social Media. arXiv preprint:1407.3552.

Bailey, J. E. & Pearson, S. W. (1983). Development of a tool for measuring and analyzing computer user satisfaction. Management science, 29(5), 530-545.

Baroudi, J. J. Olson, M. H. & Ives, B. (1986). An empirical study of the impact of user involvement on system usage and information satisfaction.Communications of the ACM, 29(3), 232-238.

Benevenuto, F.et al. (2009). Characterizing User Behavior in Online Social Networks. IMS, 9.

Bhattacherjee, A. (2001a). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 351-370.

Bhattacherjee, A. (2001b). An empirical analysis of the antecedents of electronic commerce service continuance. Decision support systems, 32(2), 201-214.

Chaucil, N. (2000). Cathouction: Cylen Politica in international Relation. International Political deienee Revilu 21(3).

Chiang, J. K. H. & Suen, H. Y. (2015). Self-presentation and hiring recommendations in online communities: Lessons from LinkedIn. Computers in Human Behavior, 48, 516-524.

Csikszentmihalyi, M. (1977). Beyond Boredom and Anxiety. Josey–Bass, San Francisco.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.

DeLone, W. H. & McLean, E. R. (1992). Information systems success: the quest for the dependent variable. Information systems research, 3(1),60-95.

Deng, Z. Lu, Y. Wei, K. K. & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289-300.

De Valck, K. Van Bruggen, G. H. & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203.

Dhar, R. & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of marketing research, 37(1), 60-71.

Doll, W. J. & Torkzadeh, G. (1988). The measurement of end-user computing satisfaction. MIS quarterly, 259-274.

Doll, W. J. Xia, W. & Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. Mis Quarterly, 453-461.

Floh, A. & Treiblmaier, H. (2007). What keeps the e-banking customer loyal? A multigroup analysis of the moderating role of consumer characteristics on e-loyalty in the financial service industry. Journal of Electronic Commerce Research, 7(2), 97-110.

Fornell C, Larcker DF. (1981) Evaluating structural equation models with Unobsorvable variables & measurement error, J Marketing Res, Vol. 18,NO.1, pp.39-47.

Hair JR, Josph F, Black, William C.& Anderson, Rolph E. (2006) Multivariate Data Analysis, 7th edition, available at http://www.mediafire.com/?mkrzmjmmonn (accessed 1 December 2012).

He, W. Qiao, Q. & Wei, K. K. (2009). Social relationship and its role in knowledge management systems usage. Information & Management, 46(3), 175-180.

Hempel, J. (2013). LinkedIn: How It's Changing Business (AND HOW TO MAKE IT WORK FOR YOU). FORTUNE, 168(1), 68-74.

Ives, B. Olson, M. H. & Baroudi, J. J. (1983). The measurement of user information satisfaction. Communications of the ACM, 26(10), 785-793.

Katerattanakul, P. (2002). Framework of effective web site design for business-to-consumer internet commerce. Infor-Information Systems and Operational Research, 40(1), 57-70.

Kamani, Mahmud. (2012). Social networks - professional driving the industry development. Tadbir 245.in persian

Kotler, P & Armstrong, G. (1996). Principles of marketing. PrenticeHall, New jersy.

Lee, M. K. & Turban, E. (2004). A trust model for consumer internet shopping.International Journal of electronic commerce, 6, 75-92.

Leenders, R. T. A. (2002). Modeling social influence through network autocorrelation: constructing the weight matrix. Social Networks, 24(1), 21-47.

Levin, D. Z. & Cross, R. (2004). The strength of weak ties you can trust: The mediating role of trust in effective knowledge transfer. Management science,50(11), 1477-1490.

Lin, K. Y. & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory.Computers in Human Behavior, 27(3), 1152-1161.

Madu, C. N. & Madu, A. A. (2002). Dimensions of e-quality. International Journal of Quality & reliability management, 19(3), 246-258.

Molla, A. & Licker, P. S. (2001). E-Commerce Systems Success: An Attempt to Extend and Respecify the Delone and MaClean Model of IS Success. J. Electron. Commerce Res, 2(4), 131-141.

Muylle, S. Moenaert, R. & Despontin, M. (2004). The conceptualization and empirical validation of web site user satisfaction. Information & Management,41(5), 543-560.

Nahapiet, J. & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advantage. Academy of management review, 23(2), 242-266.

Parthasarathy, M. & Bhattacherjee, A. (1998). Understanding post-adoption behavior in the context of online services. Information Systems Research, 9(4), 362-379.

Putnam, R. D. Leonardi, R. & Nanetti, R. Y. (1993). Making democracy work: Civic traditions in modern Italy. Princeton university press.

Qutaishat, F. T. (2012). Users’ Perceptions towards Website Quality and Its Effect on Intention to Use E-government Services in Jordan. International Business Research, 6(1), p97.

Rauniar, R. Rawski, G. Crumbly, J. & Simms, J. (2009). C2C online auction website performance: Buyer's perspective. Journal of Electronic Commerce Research, 10(2), 56-75.

Rauniar, R. Rawski, G. Johnson, B. & Yang, J. (2013). Social Media User Satisfaction—Theory Development and Research Findings. Journal of Internet Commerce, 12(2), 195-224.

Roshani, saeed, Rezaii nik, Nafise, Shojai, Seyed MohammadHossein. (2013). A comparative study of usability and sociability of public specialized social networking websites. IT Management Studies, Allameh Tabataba’i University, 12(5), 97-132.in persian

Sago, B. (2013). Factors Influencing Social Media Adoption and Frequency of Use: An Examination of Facebook, Twitter, Pinterest and Google+.International Journal of Business & Commerce, 3(1).

Sadaf, A. Newby, T. J. & Ertmer, P. A. (2012). Exploring factors that predict preservice teachers’ intentions to use Web 2.0 technologies using decomposed theory of planned behavior. Journal of Research on Technology in Education, 45(2), 171-196

Shen, G. C. (2015). How Quality of Life Affects Intention to Use Social Networking Sites: Moderating Role of Self-Disclosure. Journal of Electronic Commerce Research, 16(4), 276.

Shen, J. & Eder, L. B. (2009). Exploring intentions to use virtual worlds for business. Journal of Electronic Commerce Research, 10(2), 94-103.

Shipps, B. (2013). Social networks, interactivity and satisfaction: assessing socio-technical behavioral factors as an extension to technology acceptance. Journal of theoretical and applied electronic commerce research, 8(1), 35-52.

Sledgianowski, D. & Kulviwat, S. (2009). Using social network sites: the effects of playfulness, critical mass and trust in a hedonic context. Journal of Computer Information Systems, 49(4).

Steffes, E. M. & Burgee, L. E. (2008). Social ties and online word of mouth.Internet Research, 19(1), 42-59.

Szymanski, D. M. & Hise, R. T. (2000). E-satisfaction: an initial examination.Journal of retailing, 76(3), 309-322.

Trusov, M. Bodapati, A. Bucklin, R. (2010). Determining Influence Users in Internet Social Networks. Journal of Marketing Research, 4(7), 643-658.

Utz, S. (2015). Is LinkedIn making you more successful? The informational benefits derived from public social media. New media & society, 1461444815604143.

Venkatesh, V. Morris, M. G. Davis, G. B. & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.

Yuan, Sun. Ling, Liu. Xinmin, Peng. Yi, Dong. Stuart, J.Barns. (2013). Understanding Chinese user continuance intention toward online social networks: an integrative theorical model. Electron Markets, 24,57-66.

 

منابع

Azizi, Shahriar & Negahdari, AmeerNima. (2012). Factors
affecting e-satisfaction, an experience from Germany. Modiriat Fanavari Ettelaat Magazine, 4(12) 165-186. (in Persian)

Bai, S. Gao, R. Hao, B. Yuan, S. & Zhu, T. (2014). Identifying Social Satisfaction from Social Media. arXiv preprint:1407.3552.

Bailey, J. E. & Pearson, S. W. (1983). Development of a tool for measuring and analyzing computer user satisfaction. Management science, 29(5), 530-545.

Baroudi, J. J. Olson, M. H. & Ives, B. (1986). An empirical study of the impact of user involvement on system usage and information satisfaction.Communications of the ACM, 29(3), 232-238.

Benevenuto, F.et al. (2009). Characterizing User Behavior in Online Social Networks. IMS, 9.

Bhattacherjee, A. (2001a). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 351-370.

Bhattacherjee, A. (2001b). An empirical analysis of the antecedents of electronic commerce service continuance. Decision support systems, 32(2), 201-214.

Chaucil, N. (2000). Cathouction: Cylen Politica in international Relation. International Political deienee Revilu 21(3).

Chiang, J. K. H. & Suen, H. Y. (2015). Self-presentation and hiring recommendations in online communities: Lessons from LinkedIn. Computers in Human Behavior, 48, 516-524.

Csikszentmihalyi, M. (1977). Beyond Boredom and Anxiety. Josey–Bass, San Francisco.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.

DeLone, W. H. & McLean, E. R. (1992). Information systems success: the quest for the dependent variable. Information systems research, 3(1),60-95.

Deng, Z. Lu, Y. Wei, K. K. & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289-300.

De Valck, K. Van Bruggen, G. H. & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203.

Dhar, R. & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of marketing research, 37(1), 60-71.

Doll, W. J. & Torkzadeh, G. (1988). The measurement of end-user computing satisfaction. MIS quarterly, 259-274.

Doll, W. J. Xia, W. & Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. Mis Quarterly, 453-461.

Floh, A. & Treiblmaier, H. (2007). What keeps the e-banking customer loyal? A multigroup analysis of the moderating role of consumer characteristics on e-loyalty in the financial service industry. Journal of Electronic Commerce Research, 7(2), 97-110.

Fornell C, Larcker DF. (1981) Evaluating structural equation models with Unobsorvable variables & measurement error, J Marketing Res, Vol. 18,NO.1, pp.39-47.

Hair JR, Josph F, Black, William C.& Anderson, Rolph E. (2006) Multivariate Data Analysis, 7th edition, available at http://www.mediafire.com/?mkrzmjmmonn (accessed 1 December 2012).

He, W. Qiao, Q. & Wei, K. K. (2009). Social relationship and its role in knowledge management systems usage. Information & Management, 46(3), 175-180.

Hempel, J. (2013). LinkedIn: How It's Changing Business (AND HOW TO MAKE IT WORK FOR YOU). FORTUNE, 168(1), 68-74.

Ives, B. Olson, M. H. & Baroudi, J. J. (1983). The measurement of user information satisfaction. Communications of the ACM, 26(10), 785-793.

Katerattanakul, P. (2002). Framework of effective web site design for business-to-consumer internet commerce. Infor-Information Systems and Operational Research, 40(1), 57-70.

Kamani, Mahmud. (2012). Social networks - professional driving the industry development. Tadbir 245.in persian

Kotler, P & Armstrong, G. (1996). Principles of marketing. PrenticeHall, New jersy.

Lee, M. K. & Turban, E. (2004). A trust model for consumer internet shopping.International Journal of electronic commerce, 6, 75-92.

Leenders, R. T. A. (2002). Modeling social influence through network autocorrelation: constructing the weight matrix. Social Networks, 24(1), 21-47.

Levin, D. Z. & Cross, R. (2004). The strength of weak ties you can trust: The mediating role of trust in effective knowledge transfer. Management science,50(11), 1477-1490.

Lin, K. Y. & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory.Computers in Human Behavior, 27(3), 1152-1161.

Madu, C. N. & Madu, A. A. (2002). Dimensions of e-quality. International Journal of Quality & reliability management, 19(3), 246-258.

Molla, A. & Licker, P. S. (2001). E-Commerce Systems Success: An Attempt to Extend and Respecify the Delone and MaClean Model of IS Success. J. Electron. Commerce Res, 2(4), 131-141.

Muylle, S. Moenaert, R. & Despontin, M. (2004). The conceptualization and empirical validation of web site user satisfaction. Information & Management,41(5), 543-560.

Nahapiet, J. & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advantage. Academy of management review, 23(2), 242-266.

Parthasarathy, M. & Bhattacherjee, A. (1998). Understanding post-adoption behavior in the context of online services. Information Systems Research, 9(4), 362-379.

Putnam, R. D. Leonardi, R. & Nanetti, R. Y. (1993). Making democracy work: Civic traditions in modern Italy. Princeton university press.

Qutaishat, F. T. (2012). Users’ Perceptions towards Website Quality and Its Effect on Intention to Use E-government Services in Jordan. International Business Research, 6(1), p97.

Rauniar, R. Rawski, G. Crumbly, J. & Simms, J. (2009). C2C online auction website performance: Buyer's perspective. Journal of Electronic Commerce Research, 10(2), 56-75.

Rauniar, R. Rawski, G. Johnson, B. & Yang, J. (2013). Social Media User Satisfaction—Theory Development and Research Findings. Journal of Internet Commerce, 12(2), 195-224.

Roshani, saeed, Rezaii nik, Nafise, Shojai, Seyed MohammadHossein. (2013). A comparative study of usability and sociability of public specialized social networking websites. IT Management Studies, Allameh Tabataba’i University, 12(5), 97-132.in persian

Sago, B. (2013). Factors Influencing Social Media Adoption and Frequency of Use: An Examination of Facebook, Twitter, Pinterest and Google+.International Journal of Business & Commerce, 3(1).

Sadaf, A. Newby, T. J. & Ertmer, P. A. (2012). Exploring factors that predict preservice teachers’ intentions to use Web 2.0 technologies using decomposed theory of planned behavior. Journal of Research on Technology in Education, 45(2), 171-196

Shen, G. C. (2015). How Quality of Life Affects Intention to Use Social Networking Sites: Moderating Role of Self-Disclosure. Journal of Electronic Commerce Research, 16(4), 276.

Shen, J. & Eder, L. B. (2009). Exploring intentions to use virtual worlds for business. Journal of Electronic Commerce Research, 10(2), 94-103.

Shipps, B. (2013). Social networks, interactivity and satisfaction: assessing socio-technical behavioral factors as an extension to technology acceptance. Journal of theoretical and applied electronic commerce research, 8(1), 35-52.

Sledgianowski, D. & Kulviwat, S. (2009). Using social network sites: the effects of playfulness, critical mass and trust in a hedonic context. Journal of Computer Information Systems, 49(4).

Steffes, E. M. & Burgee, L. E. (2008). Social ties and online word of mouth.Internet Research, 19(1), 42-59.

Szymanski, D. M. & Hise, R. T. (2000). E-satisfaction: an initial examination.Journal of retailing, 76(3), 309-322.

Trusov, M. Bodapati, A. Bucklin, R. (2010). Determining Influence Users in Internet Social Networks. Journal of Marketing Research, 4(7), 643-658.

Utz, S. (2015). Is LinkedIn making you more successful? The informational benefits derived from public social media. New media & society, 1461444815604143.

Venkatesh, V. Morris, M. G. Davis, G. B. & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.

Yuan, Sun. Ling, Liu. Xinmin, Peng. Yi, Dong. Stuart, J.Barns. (2013). Understanding Chinese user continuance intention toward online social networks: an integrative theorical model. Electron Markets, 24,57-66.