Does social media website really matter in enhancing student's retention intention? An application of Stimulus-Organism-Response framework
by Rania B. Mostafa
International Journal of Management in Education (IJMIE), Vol. 13, No. 4, 2019

Abstract: Based on the Stimulus-Organism-Response framework, this study aims to examine how the characteristics of social media website influence student retention intention with a focus on the moderating role of self-efficacy. Results indicate that while information quality, privacy/security, and virtual interactivity influence perceived value; self-efficacy moderates the effect of information quality and privacy/security on perceived value. However, the moderating effect of self-efficacy to the virtual interactivity-perceived value link was insignificant. This study bridges research on social media engagement and retention intention and extends the S-O-R framework to the higher education context.

Online publication date: Wed, 24-Apr-2019

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