Title: Does social media website really matter in enhancing student's retention intention? An application of Stimulus-Organism-Response framework
Authors: Rania B. Mostafa
Addresses: Faculty of Commerce, Damanhour University, Damanhour, Egypt
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.
Keywords: social media; perceived value; satisfaction; retention intention; self-efficacy.
International Journal of Management in Education, 2019 Vol.13 No.4, pp.397 - 416
Received: 21 Sep 2018
Accepted: 14 Dec 2018
Published online: 24 Apr 2019 *