Value systems and intentions to interact in social media: The digital natives

A1 Journal article (refereed)

Internal Authors/Editors

Publication Details

List of Authors: Malin Brännback, Shahrokh Nikou, Harry Bouwman
Publisher: Elsevier
Publication year: 2017
Journal: Telematics and Informatics
Journal acronym: T&I
Volume number: 34
Issue number: 4
Start page: 365
End page: 381
eISSN: 1879-324X


Current research on social media focus on perceptions, behavioural intention, usage, and seldom take value systems into account. Values are expected to impact behaviour directly or indirectly via intervening constructs, for example, attitude. This paper explores, starting from the Theory of Trying, how value systems impact the digital natives’ interactive behaviour with social media. An empirical research is executed to test a model based on global and domain-specific values, and attitudes towards trying in explaining usage. Based on 116 valid responses from a sample of digital natives, several alternative models were tested. The proposed model based on the theory of trying shows that domain-specific values positively influence behaviour and usage of social media. Attitude towards trying positively mediates the effect of domain-specific values and global values on interactive behaviour with social media. Global values do not influence domain-specific values, nor has a direct impact on behaviour.


Attitude, Behaviour, Domain-Specific Values, Global Values, Social Media, Theory of Trying, Value Systems

Last updated on 2020-01-10 at 03:19