Examining users' e-satisfaction in the usage of social networking sites; contribution from utilitarian and hedonic information systems

Abstract

E-satisfaction (eSAT) is an important success factor of online service providers such as social networking sites (SNSs). The utilitarian and hedonic information systems are crucial in determining users' eSAT of SNSs, especially among young users. The utilitarian aspect of an information system is productivity-oriented which aims to enhance the users' task performance, and it is important in measuring eSAT of SNSs. In this study, the original constructs of Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) of TAM of utilitarian information system was first developed in this research framework. The use of SNSs, such as Facebook, is pleasure-oriented, in which self-fulfilling values to the users are important in determining users' satisfaction towards the SNSs. Therefore, Perceived Enjoyment (PE) of hedonic information system is added to the framework. Thus, the research framework of this study includes both utilitarian (PEOU and PU) and hedonic (PE) aspects of information systems to determine Malaysian young users' eSAT in the usage of Facebook, a social networking site. In this framework, the effects of PEOU, PU and PE on eSAT in the usage of Facebook are examined among Facebook's users in the age of 18-24 years old. The effects of PEOU on PU and PE are also examined. Online questionnaire survey was employed and a total of 384 sets of questionnaires were gathered from users of Facebook. The results indicated that PEOU has positive effects on PU and PE in the context of Facebook. In addition, PEOU, PU and PE are also found to have positive effects on eSAT. PE of hedonic information system exerted higher effect on eSAT, compared to PEOU and PU of utilitarian information system, highlighting the importance of pleasure orientation in the usage of Facebook of SNSs. Managerial and theoretical implications of the study are discussed in term of measuring and enhancing users' eSAT in the usage of SNSs, particularly Facebook.