The stickiness of Facebook website: a value and culture-based view
by Heng-Li Yang; Chien-Liang Lin
International Journal of Web Based Communities (IJWBC), Vol. 12, No. 1, 2016

Abstract: There are many online social networks. Compared to the conventional social network websites, Facebook provides not only original social network interaction features, but also more interesting functions, e.g., game-playing. On the other hand, Facebook website is now international, and thus national culture can influence the behaviours of users. Based on past study, trust and three different value constructs, including social value, hedonic value and epistemic value, were adopted in this study to examine their influence on individual's stickiness to use Facebook in Taiwan. Besides, this study also aimed to explore how national culture's construct affects the personal usage behaviours. An empirical survey and partial least squares (PLS) technology was utilised to test the proposed hypotheses. Finally, based on the results, implications as well as research limitations and suggestions for future research are discussed.

Online publication date: Wed, 20-Jan-2016

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