Authors: Heng-Li Yang; Chien-Liang Lin
Addresses: Department of Management Information Systems, National Cheng-Chi University, Taipei, Taiwan ' Department of Management Information Systems, National Cheng-Chi University, Taipei, Taiwan
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.
Keywords: Facebook; stickiness; national culture; perceived value; online social networks; trust; social value; hedonic value; epistemic value; Taiwan; personal usage; user behaviour; partial least squares; PLS.
International Journal of Web Based Communities, 2016 Vol.12 No.1, pp.55 - 73
Received: 09 Jul 2014
Accepted: 21 May 2015
Published online: 15 Jan 2016 *