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

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 interveningvariables, to affect intention directly or indirectly. Starting from the Theory of Trying, the aim ofthis study is to investigate how value systems affect digital natives’ intention to interact withsocial media. By using Fuzzy Set Qualitative Comparative Analysis (fsQCA), an empirical analysisinvolving 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 aconfigurational analysis show that gender appears to affect many of the configurations leading tothe outcome of interest. There are two configurations in which, regardless of gender, globalvalues, 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 severaldifferent configurations of the conditions lead to outcome of interest.