does life satisfaction influence the intention (we-intention) to use facebook?

Does Life Satisfaction influence

the intention

(We-Intention) to use

Facebook?

Portsmouth, January 27th, 2016

Dr. Mauro de Oliveira – Centro Universitário da FEI, São Paulo, Brazil Dr. Melby K. Zuniga Huertas - Centro Universitário da FEI, São Paulo, Brazil

Does Life Satisfaction influence the intention

(We-Intention) to use Facebook?

Presentation Content

Initial Model

Theorical Framework

Research

Outcomes

Conclusions



SNS has become one

of the biggest

phenomena in the

communication and

interaction history.

(Cheung, Chiu & Lee, 2011)



What the theory says about

the motivation

Social networking sites to use



The literature review found four

types of behavior and intentions of

use of social networking sites.



Demographic data

Network features

Psychological Factors

Sociological Factors



Demografic data

Características da rede

Fatores psicológicos

Fatores sociológicos

Age, gender, personal characteristics and

income.

(Hargittai, 2007; Raacke; Bonds-Raacke, 2008; Barker, 2009;

Hargittai, 2010; Junco, 2013; Joiner et al., 2014);



Network features




Utility, connectivity, security, trust, privacy

and network externalities, among others.

(Tufekci, 2008; Sledgianowski; Kulviwat, 2009; Shin, 2010; Aluri,

2011; Chakraborty; Vishik; Rao, 2013; Külcü; Henkoglu, 2014)



Psychological Factors

psicológicos




Personality, mental health, need for

cognition, Life Satisfaction, internal and

external motivations, participation and

self-esteem.

(Ashford & Lecroy, 2013; Buffardi & Campbell, 2008; Steinfeld,

Ellison & Lampe, 2008; Ross et al., 2009; Carpenter, 2012; Ru-de Liu, 2013;

Błachnio, Przepiórka & Rudnick, 2013; Lee, Ahn & Kim, 2014)



Sociological Factors

Social influence factor, social connectivity,

social presence, networking e social

capital.

(Stein & Wanstreet, 2003; Lin & Lu, 2011; Seraj, 2012; Antoci,

Sabatini & Sodini, 2012; Lee, 2013; Scott, 2014).



The psychological and

sociological factors are the most

appropriate to study the intentions of use

of social networking sites, because define

more precisely the dynamics of

consumption, behavioral point of view.

(Anderson & Kleiner,1995,Cheung et al., 2011)

What is the

purpose of this

article?



To contribute to the

literature by extending

and testing an existent

conceptual model in a

new context, including

Life Satisfaction as an

independent variable to

explain the intention

(We-Intention) to use

Facebook.





Theorical Framework

We used the concept of

social influence and

participation of

consumers in virtual

networks

(Dholakia, Bagozzi, & Pearo, 2004)





Social influence model of virtual community participation

Dholakia, Bagozzi and

Pearo (2004).

and applied the model

of intentional social

action in SNS, we-

intention

(Cheung, Chiu, & Lee, 2011).





Research Model on intentional social action

in online social networks (We-Intention to use

Facebook)

(CHEUNG; CHEE; LEE, 2011)



Tuomela (1995; 2005)

We-intention is a special type of

intension, where those involved wish to

take action together/participate.



The theory of Social Influence study the multiple

dimensions of individual commitment and are three:

Compliance, Internalization and Identification. Kelman (1976)



Subjective Norm (compliance), Group

Norms (internalization) e Social Identity

(identification) (Dholakia, Bagozzi, & Pearo, 2004)

are the most suitable to study activities

online (Cheung, Chiu, & Lee, 2011).

Uses & Gratification Theory

How different people can use the same

message for diverse purposes.

(Katz, Hass, & Gurevitch, 1973)



Uses & Gratification Theory The main goal of this paradigm is to

explain the reasons for choice a

communication media.

(Cheung, Chiu, & Lee,2011)

and search/choices on the Internet.

(Ferguson & Perse, 2000; Flanagin & Metzger,

2001; Wu & Wang; Tsai, 2010; Kim, Sohn, & Choi,

2011; Giannakos & Chorianopoulos, 2012).





Purposive Value

value derived from accomplishing some pre-determined informational and instrumental purpose

Social Enhancement

value that a participant derives from gaining acceptance and approval of other members.

Self-Discovery

understanding and deepening salient aspects of one’s self through social interactions.

Maintaining interpersonal interconnectivity

Social benefits from establishing and maintaining contact with other people, friendship

Entertainment Value

to fun and relaxation through playing or otherwise interacting with others

(Cheung; Chiu, & Lee, 2011)



Social Presence is a measure of how a user

experiences the feeling of having someone else in

the same environment (when it is mediated).

(Short, Willians, & Christie, 1976)



A variable not considered in the

research model on “Intentional

Social Action Intentional” in online

social networks, but directly related to

the use of social networking sites is

Life Satisfaction.

Life Satisfaction Life Satisfaction: subjective happins or personal

contentment.

(Dienner, Emmons, & Griffin, 1985)



It is an individual subjective

assessment of how much needs, major

goals and derires were satisfied.

(Frisch et al., 1992).

Life Satisfaction

Is determined by the social ties of the

individuals (Kahneman & Krueger, 2006)

Is also associated with interpersonal

communication (Diener & Pavot, 1991)

Is positively associated with Empathic

social skills (Chan, 2014)

Could be a consequence of actively

participation in social networks

(Valkenburg, Peter, & Schouten, 2006)





In most studies Life Satisfaction is

the dependent variable.

Social Networking

Use

Life Satisfaction

Life Satifaction

Social Networking

Use

Few studies use as a predictor of the social networking

sites

So...

What’s the role of

Life Satisfaction

regarding the use

of Social Networks

Sites?





Methodology and Hypothesis



H1. Life Satisfaction (LS) will positively influence

the Subjective Norm (SN) to a higher level of

We-Intention (INT) to participate in a SNS.

H2. Life Satisfaction (LS) will positively

influence the Social Identity (SI) to a higher level

of We-Intention (INT) to participate in a SNS.


influence the Group Norm (GN) to a higher level

of We-Intention (INT) to participate in a SNS.


influence the We-Intention (INT) to participate in

a SNS.

Hypothesis



H5. A stronger Subjective Norm (SN) leads

to a higher level of We-Intention (INT) to

participate in a SNS.

H6. Stronger Group Norms (GN) lead to a

higher level of We-Intention (INT) to


H7. A stronger Social Identity (SI) leads to

a higher level of We-Intention (INT) to


Hypothesis



H8: The level of Social Enhancement (SE) for the

use of SNS positively affects We-Intention (INT) to

use SNS.

H9: The level of Self-Discovery (SD) for the use of

SNS positively affects We-Intention (INT) to use

SNS..

H10: The level of Entertainment Value (EV) for the

use of SNS positively affects We-Intention (INT) to

use SNS.

H11: The level of Maintaining Interpersonal

Interconnectivity (MII) for the use of SNS positively

affects We-Intention (INT) to use SNS.

H12: The level of Purposive Value (PV) for the use

of SNS positively affects We-Intention (INT) to use

SNS.



H13: A higher level of Social

Presence (SP) leads to a higher

level of We-Intention (INT) to


Hypothesis

Theoretical References Authors Idea

Bagozzi & Dholakia

(2002)

We-intention is a commitment of an

individual to participate in a joint action

Dholakia, Bagozzi, &

Pearo (2004)

Used Social Influence and Uses and

Gratifications theories to explain

participation of consumers in virtual

networks

Cheung, Chiu, & Lee

(2011)

Added the Social Presence theory to

explain participation of consumers in

virtual networks





The Research Model and Hypothesis

Entert.

Value

Maint. Int.

Interc.

Purposive

Value Social

Presence

Self Discovery

Self

Social

Identity

Satisfaction

with Life

Group

Norms

Subjective

Norm

Social

Enhancement

Type of Research

Quantitave

SEM -Structural Equation Model

Data Collection Instrument

On-line questionnaire

Data Analysis

Structural Equation Modeling(PLS)

Research Method



Search conducted 6th February to 6th Abril 2014



Facebook was

chosen for its

relevance and

popularity on the

world stage. (Nadkarni & Hofmann,

2012; Ong, et al., 2011)



Results

Total Sample: 1,111 Brazilian respondents



68.4% 31.6%

average age of

the sample

25.56 years old

(SD = 9.93)

16 - 24 years old

(54% of the sample)

Educational levels:

27% high school

51% higher education



Assessment of the measurement model

i. Item loading

ii. Composite reliability

iii. Convergent validity

iv. Discriminant validity



R2=35,7%



5000 bootstrapping



Path Coefficient t-value Hypotheses Conclusion

SL -> SN 0.1503 4.6852** H1 Supported

SL -> SI 0.2665 9.0915** H2 Supported

SL -> GN 0.1335 4.2069** H3 Supported

SL-> INT -0.0206 0.7506 H4 NS

SN -> INT 0.199 6.0338** H5 Supported

GN -> INT 0.1872 5.3574** H6 Supported

SI -> INT 0.252 7.0662** H7 Supported

SE -> INT -0.0597 2.1532* H8 NS

SD -> INT 0.0338 1.1006 H9 NS

EV -> INT 0.1379 4.572** H10 Supported

MII -> INT 0.0838 2.2983* H11 Supported

PV -> INT 0.0051 0.1675 H12 NS

SP -> INT 0.0105 0.3253 H13 NS

Results of the Structural Model (R2=0.36)

* p< 0.05 | ** p<0.01



The Research Model

Entert.

Value

Maint. Int.

Interc.

Purposive

Value Social

Presence

Self Discovery

Self

Social

Identity

Life

Satisfaction

Group

Norms

Subjective

Norm

Social

Enhancement

The model accounts

for 36% of the variation

in We-intention

to use SNS.

Conclusions

Facebook users in Brazil have a sense of approval by their friends to use Facebook because they where influenced to find people who are important to them

With Life Satisfaction, the effects of social influence factors were stronger.

Individuals in Brazil are more concerned with interconnectivity and entertainment factors, than with only Social Presence.





Knowing the engine that drives

this social environment and its

dynamics are critical for

company seeking a good

relationship with your brand

and success with your

audience.



When people are more satisfied, increase your

social influence. Therefore, this can help a

company determine the best time to promote their products and services.



With Life Satisfaction, the effects of Social

Influence factors have become stronger. For

Brazilians, Facebook would be not only an SNS

(for sharing data and information), but a place

where relationships are established and

maintained.

Concentration only on

Facebook, thus cannot

be generalized to all

SNS.

Audience consisted

mostly of students.



1.

For future

studies...



Future Studies

Cluster Analysis

Compare other SNS

Study SNS Habits of

Professionals



Thank you for your

attention!



Mauro José de Oliveira Prof. Dr. Centro Universitário da FEI, São Paulo, Brazil [email protected]

Melby K. Zuniga Huertas Prof. Dr. Centro Universitário da FEI, São Paulo, Brazil [email protected]

"What we know is a drop.

What we ignore is the ocean.“ (Isaac Newton)

Prof. Dr. Mauro de Oliveira @maurojornalista

Many thanks!

http://pt.slideshare.net/maurojornalista

Prof. Dr. Mauro de Oliveira

https://www.researchgate.net/profile/Mauro_De_Oliveira2/reputation

does life satisfaction influence the intention (we-intention) to use facebook?

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