Determinants and Moderators of Online Behaviors
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Published:
Apr 26, 2019
Keywords:
Altruism curiosity individuation need to belong personal growth push/pull online content
Main Article Content
Abstract
Constructs related to an individual’s behavior in online environments were identified from previous studies and categorized as personal motivations (the need to belong, the need for individuation, altruism, personal growth, and curiosity), personal factors (gender, age, level of education, time online, work position, and online experience), or online behaviors (pushing or pulling online content). A theoretical model was proposed with personal motivations directly affecting online behaviors and personal factors moderating those effects. The model was analyzed using data collected by questionnaire from a sample of 1,133 individuals. Only curiosity and the need for individuation were found to have important effects on online behaviors while only gender, online experience, time online, and work position had significant moderation effects. Compared with previous studies new findings included the relative unimportance of the effects of the need to belong, altruism, and personal growth on online behaviors. Also, the results for the moderating effects of the personal factors have not been examined or reported commonly in previous studies. From a practical perspective the findings indentified groups of individuals where personal motivations have significant effects on pushing or pulling behaviors and, more importantly, groups where the effects are not significant but may be increased by practical actions.
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References
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Shin, D. H. (2013) User experience in social commerce: in friends we trust. Behaviour & Information Technology 32(1): 52-67.
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Singh, T., Jackson, L. V. and Cullinane, J. (2008) Blogging: a New Play in Your Marketing Game Plan. Business Horizons 51: 281-292.
Sombutpibool, P. (2011) The Adoption of Online Social Networks in Thailand. Journal of Information Technology Impact 11(1): 1-34.
Steinfield, C., Ellison, N. and Lampe, C. (2008) Social Capital, Self-esteem, and Use of Online Social Network Sites: A Longitudinal Analysis. Applied Developmental Psychology 29(6): 434-445.
Straub, D., Boudreau, M. C. and Gefen, D. (2004) Validation Guidelines for IS Positivist Research. Communications of the Association of Information Systems 13: 380-427.
Sun, T., Youn, S., Wu, G. and Kuntaraporn, M. (2006) Online Word of Mouth (or mouse): an Exploration of Its Antecedents and Consequences. Journal of Computer-Mediated Communication 11: 1104-1127.
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Venkatesh, V., Morris, M. G., Davis, G. B. and Davis, F.D. (2003) User Acceptance of Information Technology: toward a Unified View. MIS Quarterly 27(3): 425-479.
Venkatesh, V., Thong, J. Y. L. and Xu, X. (2012) Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly 36(1): 157-178.
Wang, C., Lee, M. K. O. and Hua, Z. (2015) A theory of social media dependence: Evidence from microblog users. Decision Support Systems 69: 40-49.
Wang, S. and Noe, R. (2010) Knowledge Sharing: a Review and Directions for Future Research. Human Resource Management Review 20: 115-131.
Wang, T. (2008) An Agent Based Model of Viral Marketing an Agent-based Model of Viral Marketing: Comparing Online Based Viral and Traditional Marketing in a Closed System for Fashion Trends in a Competitive Setting. CUREJ: College Undergraduate Research Electronic Journal [Online URL: https://repository.upenn.edu/curej/109] accessd on March 1, 2017.
Wang, H. Y. and Wang, Y. S. (2008) Gender differences in the perception and acceptance of online games. British Journal of Educational Technology 39(5): 787-806.
Yalcinkaya., G. (2008) A Culture-Based Approach to Understanding the Adoption and Diffusion of New Products Across Countries. International Marketing Review 25(2): 202-214.
Yu, T., Lu, L. and Liu, T. (2010) Exploring Factors that Influence Knowledge Sharing Behavior via Weblogs. Computers in Human Behavior 26: 32-41.
Zhou, Z., Jin, X. L. and Fang, Y. (2014) Moderating role of gender in the relationship between perceived benefits and satisfaction in social virtual world continuance. Decision Support Systems 65: 69-79.
Brown, J., Broderick, A. and Lee, N. (2007) Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing 21(3): 2-20.
Chen, J. and Shen, X. L. (2015) Consumers’ decisions in social commerce context: An empirical investigation. Decision Support Systems 79: 55-64.
Cheung, C., Lee, M. and Rabjohn, N. (2008) The Impact of Electronic Word of Mouth. Internet Research 18(3): 229-247.
Chiu, H., Lee, M. and Chen, J. (2008) Viral Marketing: A Study of Email Spreading Behavior Across Gender. Journal of Website Promotion 2(3): 17-30.
Cruz, D. and Fill, C. (2008) Evaluating Viral Marketing: Isolating the Key Criteria. Marketing Intelligence & Planning 26(7): 743-758.
Dalsgaard, S. (2008) Facework on Facebook. Anthropology Today 24(6): 8-27.
Davis, L., Wang, S. and Lindridge, A. (2008) Culture Influences on Emotional Responses to Online Store Atmospheric Cues. Journal of Business Research 61: 806-812.
Bruyn, A. D. and Lilien, G. (2008) A Multi Stage Model of Word of Mouth Influence Through Viral Marketing. International Journal of Research in Marketing 25: 151-163.
Dissamarn, P. (2011) Forwarding Content in Online Social Environments. Journal of Information Technology Impact 11(3): 183-210.
Dobele, A., Lindgreen, A. and Beverland, M. (2007) Why Pass on Viral Messages? Because They Connect Emotionally. Business Horizons 50: 291-304.
Dwyer, P. (2007) Measuring the Value of Electronic Word of Mouth and Its Impact in Consumers Communities. Journal of Interactive Marketing 21(2): 63-79.
George, D. and Mallery, P. (2003) SPSS for Windows step by step: A simple guide and reference. 11.0 update. Boston: Allyn and Bacon.
Goldsmith, R. (2002) Viral Marketing: Get Your Audience to Do Your Marketing for You. London: Pearson Education Limited.
Hajli, M. N. (2014) The role of social support on relationship quality and social commerce. Technological Forecasting & Social Change 87: 17-27.
Thurau, T. H., Gwinner, K., Walsh, G. and Gremler, D. (2004) Electronic Word of Mouth via Consumer Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing 18(1): 38-52.
Ho, J. and Dempsey, M. (2009) Viral Marketing: Motivations to Forward Online Content. Journal of Business Research 63(9):1000-1006.
Hsu, C. and Lin, J. (2008) Acceptance of Blog Usage: The Roles of Technology Acceptance, Social Influence and Knowledge Sharing Motivation. Information and Management 45: 65-74.
Huang, C., Lin. T. and Lin, K. (2008) Factors Affecting Pass-along Email Intention (PAEIs): Integrating the Social Capital and Social Cognition Theories. Electronic Commerce Research and Application 8: 160-169.
Israel, G. D. (2013) Determining Sample Size [Online URL: https://edis.ifas.ufl. edu/pd006] accessd on January 20, 2017.
Jung, Y. (2011) Understanding the role of sense of presence and perceived autonomy in users’ continued use of social virtual worlds. Journal of Computer-mediated Communication 16: 492-510.
Kline, R. B. (2016) Principles and Practice of Structural Equation Modeling, 4th Ed., London: Guilford Press.
Knowledge@Wharton (2009) The Buzz Starts Here: Finding the First Mouth for Word of Mouth Marketing. Knowledge@Wharton. [Online URL: https://knowledge.wharton.upenn. edu/article. cfm?articleid= 2170] accessd on September 10, 2016.
Ladhari, R. (2007) The Effect of Consumption Emotions on Satisfaction and Word of Mouth Communications. Psychology & Marketing 24(12): 1085-1108.
Lam, H. and Wu, C. (2009) Finding Influential eBay Buyers for Viral Marketing - A Conceptual Model of BuyerRank. International Conference on Advanced Information Networking and Applications. Washington: IEEE.
Li, Y., Lai, C. and Lin, C. (2009) Discovering Influential Nodes for Viral Marketing, Proceedings of the 42nd Hawaii International Conference on System Science, Hawaii, 1-10.
Lu, B., Fan, W. and Zhou, M. (2016) Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior 56: 225-237.
Mangold, W. and Faulds, D. (2009) Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons 52: 357-365.
Morrison, E. W. (2002) Newcomers’ relationships: the role of social network ties during socialization. Academy of Management Journal 45: 1149-1160.
Naone, E. (2008) Between Friends. Technology Review 111(2): 42-49.
Norman, A. and Russell, C. (2006) The Pass-along Effect: Investigating Word of Mouth Effects on Online Survey Procedures. Journal of Computer-Mediated Communication 11: 1085-1103.
Nutley, M. (2007) How to Win Friends and Influence People - the Social Networking Way. Marketing Week July (7): 25-41.
Okazaki, S. (2008) Determinant Factors of Mobile Based Word of Mouth Campaign Referral Among Japanese Adolescents. Psychology & Marketing 25(8): 714-731.
Osatuyi, B. (2015) Personality traits and information privacy concern on social media platforms. Journal of Computer Information Systems 55(4): 11-19.
Pew Internet and American Life Project (2010) Social Media and Mobile Internet Use Among Teens and Young Adults. [Online URL: https://pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx] accessd on January 10, 2017.
Pew Research Center (2010) Millennials: A Portrait of Generation Next, Confident, Connected, Open to Change. Pew Research Center [Online URL: https://pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf] accessd on February 20, 2017.
Phelps, J., Lewis, R. Mobilio, L., Perry, D. and Raman, N. (2004) Viral Marketing or Electronic Word of Mouth Advertising: Examining Consumer Response and Motivations to Pass Along Email. Journal of Advertising Research 44(4): 333-348.
Rau, P., Gao, Q. and Ding, Y. (2008) Relationship between the Level of Intimacy and Lurking in Online Social Network Services. Computers in Human Behavior 24(6). 2757-2770.
Seckler, M., Heinz, S., Forde, S., Tuch, A. N. and Opwis, K. (2015) Trust and distrust on the web: User experiences and website characteristics. Computers in Human Behavior 45: 39-50.
Shanmugam, M., Sun, S., Amidi, A., Khani, Farzad and Khani, Fariborz. (2016) The applications of social commerce constructs. International Journal of Information Management 36: 425-432.
Shi, S. and Chow, W. S. (2015) Trust development and transfer in social commerce: prior experience as moderator. Industrial Management & Data Systems 115(7): 1182-1203.
Shin, D. H. (2013) User experience in social commerce: in friends we trust. Behaviour & Information Technology 32(1): 52-67.
Shumacker, R. E. and Lomax, R. G. (2016) A Beginner’s Guide to Structural Equation Modeling, 4th Ed., New York: Routledge.
Singh, T., Jackson, L. V. and Cullinane, J. (2008) Blogging: a New Play in Your Marketing Game Plan. Business Horizons 51: 281-292.
Sombutpibool, P. (2011) The Adoption of Online Social Networks in Thailand. Journal of Information Technology Impact 11(1): 1-34.
Steinfield, C., Ellison, N. and Lampe, C. (2008) Social Capital, Self-esteem, and Use of Online Social Network Sites: A Longitudinal Analysis. Applied Developmental Psychology 29(6): 434-445.
Straub, D., Boudreau, M. C. and Gefen, D. (2004) Validation Guidelines for IS Positivist Research. Communications of the Association of Information Systems 13: 380-427.
Sun, T., Youn, S., Wu, G. and Kuntaraporn, M. (2006) Online Word of Mouth (or mouse): an Exploration of Its Antecedents and Consequences. Journal of Computer-Mediated Communication 11: 1104-1127.
Thailand National ICT Policy Framework (2009) National ICT Policy Framework 2011-2020 ICT 2020. [Online URL: https://muit.mahidol.ac.th/it_policy/03-5_SmartGovernment.pdf] accessed on December 2, 2016.
Tsai, H. T. and Pai, P. (2014) Why do newcomers participate in virtual communities? An integration of self-determination and relationship management theories. Decision Support Systems 57: 178-187.
Venkatesh, V., Morris, M. G. and Ackerman, P. L. (2000) A Longitudinal Field Investigation of Gender Differences in Individual Technology Adoption Decision-Making Processes. Organizational Behavior and Human Decision Processes 83(1): 33-60.
Venkatesh, V., Morris, M. G., Davis, G. B. and Davis, F.D. (2003) User Acceptance of Information Technology: toward a Unified View. MIS Quarterly 27(3): 425-479.
Venkatesh, V., Thong, J. Y. L. and Xu, X. (2012) Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly 36(1): 157-178.
Wang, C., Lee, M. K. O. and Hua, Z. (2015) A theory of social media dependence: Evidence from microblog users. Decision Support Systems 69: 40-49.
Wang, S. and Noe, R. (2010) Knowledge Sharing: a Review and Directions for Future Research. Human Resource Management Review 20: 115-131.
Wang, T. (2008) An Agent Based Model of Viral Marketing an Agent-based Model of Viral Marketing: Comparing Online Based Viral and Traditional Marketing in a Closed System for Fashion Trends in a Competitive Setting. CUREJ: College Undergraduate Research Electronic Journal [Online URL: https://repository.upenn.edu/curej/109] accessd on March 1, 2017.
Wang, H. Y. and Wang, Y. S. (2008) Gender differences in the perception and acceptance of online games. British Journal of Educational Technology 39(5): 787-806.
Yalcinkaya., G. (2008) A Culture-Based Approach to Understanding the Adoption and Diffusion of New Products Across Countries. International Marketing Review 25(2): 202-214.
Yu, T., Lu, L. and Liu, T. (2010) Exploring Factors that Influence Knowledge Sharing Behavior via Weblogs. Computers in Human Behavior 26: 32-41.
Zhou, Z., Jin, X. L. and Fang, Y. (2014) Moderating role of gender in the relationship between perceived benefits and satisfaction in social virtual world continuance. Decision Support Systems 65: 69-79.