User acceptance of hedonic versus utilitarian social networking web sites

Abstract

Purpose -The technology acceptance model (TAM) was developed by Davies et al. to understand the utilitarian benefits of web sites. In recent times, scholars have extended TAM as theoretical underpinning to understand user acceptance of social networking web sites (SNWs) that were hedonic in nature, which seemed inappropriate. The purpose of this paper is to examine the differences in the user acceptance phenomenon of hedonic versus utilitarian SNWs, and highlight that it is essential to provide justice to varying value propositions offered by SNWs. Design/methodology/approach -As the research study was variance based and followed a positivistic paradigm, the authors used survey methodology and collected data through online and offline questionnaires. In total, 181 usable responses were subjected to mediation analysis using structural equation modeling. Findings -The perceived usefulness emerged as a significant mediator in the case of utilitarian SNWs and perceived enjoyment emerged as a significant mediator in the case of hedonic SNWs user acceptance phenomenon. Research limitations/implications -One web site each from hedonic and utilitarian SNWs was considered for the study. Future studies may be conducted by incorporating multiple web sites in each category to further emphasize the findings. Also, future studies might study the user acceptance phenomenon on the theoretical underpinning of the unified theory of acceptance and use of technology, which is much comprehensive than TAM. Practical implications -There seems to be a notion that SNWs need to be hedonic and offer entertainment value proposition to attract large number of users. However, SNWs with valuable utilitarian value propositions built around appreciable ideas would also be accepted by users as an efficient networking tool. Originality/value -Research on user acceptance of SNWs has been focused mostly on hedonic SNWs like Facebook and MySpace, while user acceptance of utilitarian SNWs like LinkedIn and Ryze has remained an unexplored domain.

Beyond the Credibility of Electronic Word of Mouth: Exploring eWOM Adoption on Social Networking Sites from Affective and Curiosity Perspectives

“…For I-EC, receiving and experiencing new information is rewarding because it provokes positive feelings of interest from engagement, entertainment, or aesthetic pleasure associated with such information [53]. Literature has consistently shown that entertainment seeking and users' desire to initiate and maintain existing interpersonal relationships are the most common internal motivations for engaging in interactions facilitated by SNSs [69,86]. SNSs provide a wide variety of entertainment features, including photo and video sharing and chat rooms [69].…”

“…Literature has consistently shown that entertainment seeking and users' desire to initiate and maintain existing interpersonal relationships are the most common internal motivations for engaging in interactions facilitated by SNSs [69,86]. SNSs provide a wide variety of entertainment features, including photo and video sharing and chat rooms [69]. For example, with the click of a button, Facebook users can "like" a message, picture, or hyperlink (to indicate approval), giving users a quick and easy form of social interaction [86].…”

UTAUT and UTAUT 2: A Review and Agenda for Future Research

“…Yang (2010) found that that utilitarian and hedonic performance expectancy, social influence, and facilitating conditions are critical determinants of US consumers' intentions to use mobile shopping services and that the hedonic or entertainment aspect of mobile shopping services is the most critical driver of US consumers' intentions to use mobile shopping services. Meanwhile, the perceived usefulness emerged as a significant mediator in the case of utilitarian SNWs and perceived enjoyment emerged as a significant mediator in the case of hedonic SNWs user acceptance phenomenon (Pillai & Mukherjee, 2011). Bae & Chang (2012) maintained that the relative advantage has the greatest influence on the purchase intention of smart TV, followed by compatibility, entertainment, web-browsing and n-screen.…”

Introducing Emotional Interfaces to Healthcare Systems

“…Hu and Chuang ( [34]) found hedonic value to be one of the 'value components' that had a direct and positive effect on customer loyalty intention toward e-retailer websites. Pillai and Mukherji ( [58]) found that the playfulness aspect in hedonic social networking websites had a significant impact in the user acceptance of such websites. Human computer interaction is a social process in which emotions play a significant role ( [54], [56], [57]).…”