Determinants of hedonic and utilitarian factors in social network sites acceptance model

Abstract

Social Network Sites (SNS) are a rapidly growing phenomenon. Despite considerable growth in the number of SNS, very few of these sites are successful at retaining membership and confirming behavioural use intention by their members. At the same time, despite remarkable statistics related to the number of users and rate of growth of successful SNS, there has been little research into an explanation on sources of user acceptance on these sites. In particular, though SNS are found to be both hedonic oriented and utilitarian oriented systems, the combined influence of both hedonic and utilitarian factors on acceptance of SNS has been rarely investigated. The purpose of the study is to identify determinants of hedonic and utilitarian factors leading to SNS user use intention. Through the unification of theoretical backgrounds of behavioural use intention, in particular the Technology Acceptance Model and interdisciplinary literature relevant to SNS, comprehensive set of constructs and their interrelationships were formed as the research hypotheses. The research hypotheses guide the development of measurement model which was specified in an instrument. The instrument was applied in two stages of a pilot study and the main study for data gathering. Employing cluster sampling technique, 712 students of 15 faculties as secondary sampling units from three academic institutes as primary sampling units responded to the study in a paper-based questionnaire mode. The study applied Structural Equation Modeling and statistical analysis such as factor analysis, path analysis and regression analysis. The findings demonstrate the relation between various aspects of utilitarian and hedonic factors with use intention through the representative constructs of Perceived Enjoyment and Perceived Usefulness. As a result, four constructs including Social Connectedness, Social Communication, Social Awareness and Subjective Norms were identified to be determinants of Perceived Usefulness in SNS. On the other hand, Interactivity in Use, Curiosity and Novelty were identified as determinants of Perceived Enjoyment. Additionally, the significant relationships between Perceived Enjoyment and Perceived Usefulness with Behavioural Use Intention on SNS were found. The results lead to development of SNS acceptance model including both significant influential hedonic and utilitarian factors. This study provides a theoretical model and an instrument for evaluating the acceptance of SNS and has the potential to guide the implementation and design of new SNS.