Digital Natives' intention to interact with social media: Value systems and gender

A1 Originalartikel i en vetenskaplig tidskrift (referentgranskad)

Interna författare/redaktörer

Publikationens författare: Shahrokh Nikou, Jozsef Mezei, Malin Brännback
Förläggare: Elsevier
Publiceringsår: 2018
Tidskrift: Telematics and Informatics
Volym: 35
Nummer: 2
Artikelns första sida, sidnummer: 421
Artikelns sista sida, sidnummer: 435
eISSN: 1879-324X


Social media research focuses predominantly on the link between attitude, behaviour and in-
tention, and rarely takes value systems into account. Values are expected, through intervening
variables, to affect intention directly or indirectly. Starting from the Theory of Trying, the aim of
this study is to investigate how value systems affect digital natives’ intention to interact with
social media. By using Fuzzy Set Qualitative Comparative Analysis (fsQCA), an empirical analysis
involving data from 116 social media users is carried out to examine how global and domain-
specific values, attitude towards trying and gender affect the intention to interact. The results of a
configurational analysis show that gender appears to affect many of the configurations leading to
the outcome of interest. There are two configurations in which, regardless of gender, global
values, domain-specific values and attitude towards trying cause the outcome. The findings in-
dicate that there is no single condition necessary to ensure the outcome, but there are several
different configurations of the conditions lead to outcome of interest.


gender, intention to interact, Intention to use, social media, social media use, Value Systems

Senast uppdaterad 2019-06-12 vid 04:07