A theoretical extension and empirical investigation for continuance use in social networking sites

Social commerce is a relatively new stream mediated by the proliferation of Social Networking Sites (SNSs) and the popularity of social media. The social commerce wave has opened up vast opportunities in emerging markets through online communities’ participation. Knowledge sharing and learning through online communities are made possible with the active collaboration and interaction among groups of individuals. This study investigates on the role of social media in facilitating online communication of consumers through related theories and constructs, leading to online social support. A conceptual model integrating constructs of the Theory of Planned Behavior (TPB), Social Support Theory (SST), perceived value and satisfaction is developed to augment our understanding on the continuance participation from the intention and behavioral perspectives. The study therefore introduces a continuance participation model that integrates the emotional and informational constructs from the SST, TPB, perceived value and satisfaction in SNSs to establish a theoretical foundation for the study of continuance participation in online communities. A survey conducted on users of SNSs with a total of 285 final respondents empirically tests the continuance model constructs with ten hypotheses using Structural Equation Modelling (SEM) approach and Partial Least Square (PLS) methods to which all nine theorized hypotheses are achieved. The results indicate that social interaction through social support has an intense influence on perceived value and satisfaction resulting in an increased continuance participation intention and behavior in online communities. Additionally, the model reveals that the constructs perceived behavioural control, subjective norms, and attitude from the Theory of Planned Behaviour alongside with Social Support constructs, satisfaction and a perceived value construct significantly influence online communities’ continuance participation intention and behaviour. This paper also seeks to enlighten our knowledge on online communities and tap into the social commerce capabilities particularly looking into continuance participation from the intention and behavioral perspectives. The findings of this study contributes to the social commerce school of thought by theoretically developing research in online communities by proposing social constructs from a social psychology theory in increasing our understanding on continuance model. The theoretical base of this study is the primary contribution of this research. In addition, it complements the minority theoretical background that surfaces in the area of social commerce distinctly looking at online communities

Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services

The launch of several movie streaming services has raised new questions about how online consumers deal with both legal and illegal options to obtain their desired products. This paper investigates the factors influencing consumers’ intentions to subscribe to online movie streaming services. These services have challenged the dramatic growth in their illegal counterpart in recent years. Taking the theory of planned behavior as a starting point, we extended existing models in the literature by incorporating factors that are specific to consumer behavior in this particular field. A quantitative survey was conducted for the Italian market, and structural equation modeling was used for data analysis. Attitudes, involvement with products, moral judgement and frequency of past behavior were found to be the most important factors in explaining the intention to pay for movie streaming services. The paper provides insights for policy makers and industry managers on the marketing communication strategies needed to minimize the risk of digital piracy

On-line privacy behavior: using user interfaces for salient factors

The problem of privacy in social networks is well documented within literature; users have privacy concerns however, they consistently disclose their sensitive information and leave it open to unintended third parties. While numerous causes of poor behaviour have been suggested by research the role of the User Interface (UI) and the system itself is underexplored. The field of Persuasive Technology would suggest that Social Network Systems persuade users to deviate from their normal or habitual behaviour. This paper makes the case that the UI can be used as the basis for user empowerment by informing them of their privacy at the point of interaction and reminding them of their privacy needs. The Theory of Planned Behaviour is introduced as a potential theoretical foundation for exploring the psychology behind privacy behaviour as it describes the salient factors that influence intention and action. Based on these factors of personal attitude, subjective norms and perceived control, a series of UIs are presented and implemented in controlled experiments examining their effect on personal information disclosure. This is combined with observations and interviews with the participants. Results from this initial, pilot experiment suggest groups with privacy salient information embedded exhibit less disclosure than the control group. This work reviews this approach as a method for exploring privacy behaviour and proposes further work required

Environmentally conscious consumption patterns in Hungarian households

This article provides a comprehensive review of the literature on the theoretical aspects of sustainable consumption. The conditions for consumers’ social responsibility and the formation of environmentally conscious behavior patterns will also be discussed, along with possible methods for motivating behavioral changes. The authors have completed a primary research study with the purpose of surveying environmentally conscious consumption patterns in Hungary. They also examined how the provision of appropriate information and the raising of awareness might encourage sustainable consumption. According to their findings, the respondents’ knowledge on environmentally conscious behavior was rather limited, and reinforcement was needed in identifying appropriate activity alternatives. This paper provides a summary of the qualitative research phase which employed in-depth interviews, logging and focus groups. The consecutive application of these methods enabled the authors to keep track of the process and the consequences of raising awareness

Web 2.0 and destination marketing: current trends and future directions

Over the last decade, destination marketers and Destination Marketing Organizations (DMOs) have increasingly invested in Web 2.0 technologies as a cost-effective means of promoting destinations online, in the face of drastic marketing budgets cuts. Recent scholarly and industry research has emphasized that Web 2.0 plays an increasing role in destination marketing. However, no comprehensive appraisal of this research area has been conducted so far. To address this gap, this study conducts a quantitative literature review to examine the extent to which Web 2.0 features in destination marketing research that was published until December 2019, by identifying research topics, gaps and future directions, and designing a theory-driven agenda for future research. The study’s findings indicate an increase in scholarly literature revolving around the adoption and use of Web 2.0 for destination marketing purposes. However, the emerging research field is fragmented in scope and displays several gaps. Most of the studies are descriptive in nature and a strong overarching conceptual framework that might help identify critical destination marketing problems linked to Web 2.0 technologies is missing

Adult and young women communication on sexuality : a pilot intervention in Maputo-Mozambique

Background: Communication on sexuality within the family has been considered a determinant factor for the sexual behaviour of young women, contributing to delaying sexual initiation. Taking into account that young women are increasingly exposed to sexualized messages, they need clear, trustful and open communication on sexuality more than ever. However, in Mozambique, communication about sexuality is hampered by strict social norms. This paper evaluates the case of an intervention aimed at reducing the generational barrier for talking about sexuality and to contribute to better communication within the family context. Methods: The intervention consisted of three weekly one-hour coached sessions in which female adults and young interacted about sexuality. Realist evaluation was used as a framework to assess context, mechanisms, and outcomes of the intervention. Interviews were conducted among 13 participants of the sessions. Result: The interaction sessions were positively appreciated by the participants and contributed to change norms and attitudes towards communication on sexuality within families. Recognition of similarities and awareness of differences were key in the mechanisms leading to these outcomes. This was reinforced by the use of visual materials and the atmosphere of respect and freedom of speech that characterized the interactions. Limiting factors were related to the long-standing taboo on sexuality and existing misconceptions on sexuality education and talks about sex. Conclusion: By elucidating mechanisms and contextual factors our study adds knowledge on strategies to improve transgenerational communication about sexuality

Determinants of social and institutional beliefs about internet acceptance within developing country’s context: A structural evaluation of higher education systems in Pakistan

This study aims to extend a model of technology acceptance to suit in developing country’s context. The model attempts to identify relationship between social and institutional factors over behavioural intention and usage. Recently, ‘acceptance and adoption of information technology (IT) in multicultural setting’ is becoming topic of interest for IS researchers. In this line, numerous theories and models are proposed to contribute in examining factors of IT acceptance and reluctance. It is argued that the models in published literature are found culturally biased, which successfully present results in only American and European context, however, their validity became questionable when they were tested in south Asian countries context. Additionally, lack of research is observed to predict individual’s cognitive behaviour of acceptance, which are influenced by social factors (i.e. peer influence and superior influence, voluntariness, experience) and institutional factors (i.e. local institutional management influence and top-level governmental policies influence). This study used Structural Equation Modelling (SEM) based on Partial Least Square (PLS) method to analyse the data. The results reveal that the proposed conceptual model achieves acceptable fit and the hypothesised paths are valid