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

A1 Journal article (refereed)


Internal Authors/Editors


Publication Details

List of Authors: Shahrokh Nikou, Jozsef Mezei, Malin Brännback
Publisher: Elsevier
Publication year: 2018
Journal: Telematics and Informatics
Volume number: 35
Issue number: 2
Start page: 421
End page: 435
eISSN: 1879-324X


Abstract







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.





Keywords

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

Last updated on 2019-19-06 at 05:10