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Mutaz M. Al- Debei , Enas Al- Lozi , and Anastasia Papazafeiropoulou

Group 3 Claire ZHANG LAI YANYAN. Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behavior perspective . Mutaz M. Al- Debei , Enas Al- Lozi , and Anastasia Papazafeiropoulou. INTRODUCTION.

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Mutaz M. Al- Debei , Enas Al- Lozi , and Anastasia Papazafeiropoulou

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  1. Group 3 Claire ZHANG LAI YANYAN Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behavior perspective Mutaz M. Al-Debei, EnasAl-Lozi, and Anastasia Papazafeiropoulou

  2. INTRODUCTION Mutaz M. A., EnasA.,& Anastasia P.(2013). Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behavior perspective . Decision Support Systems, 55, 43-54.

  3. Definitions and Concepts Internet: A global system of interconnected computer networks that use the standard Internet protocol suite (TCP/IP) to serve several billion users worldwide. Web 2.0: describes web sites that use technology beyond the static pages of earlier web sites. Facebook: An online social networking service. Facebook was founded in February 2004 by Mark Zuckerberg with his college roommates.

  4. b. Research Objective What: This study aims at examining the importance of the social aspects and characteristics in determining users’ continuance participation intentions and behavior on Facebook in Jordan.

  5. b. Research Objective 2. Why: 1) Internet has enabled entirely new forms of social interaction and activities, thanks to its basic features. 2)The advent of Web 2.0 has led to the development and evolution of Web-based communications, hosted services, and Web applications that work as a main stream medium for value creation and exchange. 3)Given that more and more people are joining Web 2.0Websites, there is an emerging need to understand users' continuance interaction and participation at a deeper level.

  6. b. Research Objective 2. Why: 4) In Jordan, Facebook is one of the largest and widely adopted Web 2.0. Websites and has witnessed a massive rise in its adoption and use withinthe last 2 to 3 years. In addition to the recent uptake of Facebook in Jordan which makes it a phenomenon that is worth investigating, the review of the related-literature revealed that very few studies have covered the Middle East area in this context, and more specifically Jordan.

  7. Structure of the research Section 2: Discusses the background theory. Section 3:The methods of analysis. Section 4:The results of the study. Section 5:A discussion of the results following data analysis course of action. Section 6: Highlight the implications of the current study to theory and practice. Section 7: Conclusion.

  8. Research Method

  9. Theory of planned behavior well-established social psychological model examine and predict human intentions and behavior in situations where individuals might lack control over their own behavior predict users intentions to continue participating on Facebook three predictors of the theory of planned behavior(“attitude”, “subjective norms” and “perceived behavioral control”) extend that through the inclusion of “perceived value”

  10. H1: Attitute of users towards continuance participation on Facebook positvely affects continuance participation intention.

  11. H2:SubjectivenormsofusersinrelationtocontinuanceparticipationonFacebookpositivelyaffectcontinuanceparticipationintentionH2:SubjectivenormsofusersinrelationtocontinuanceparticipationonFacebookpositivelyaffectcontinuanceparticipationintention

  12. H3:perceivedbehavioralcontrolofusersinrelationtocontinuanceparticipationonFacebookpositivelyaffectscontinuanceparticipationintentionH3:perceivedbehavioralcontrolofusersinrelationtocontinuanceparticipationonFacebookpositivelyaffectscontinuanceparticipationintention

  13. H4:PerceivedbehavioralcontrolofusersinrelationtocontinuanceparticipationonFacebookpositivelyaffectscontinuanceparticipationbehaviorH4:PerceivedbehavioralcontrolofusersinrelationtocontinuanceparticipationonFacebookpositivelyaffectscontinuanceparticipationbehavior

  14. H5Users’perceivedvaluefromcontinuanceparticipationonFacebookpositivelyaffectcontinuanceparticipationintentionH5Users’perceivedvaluefromcontinuanceparticipationonFacebookpositivelyaffectcontinuanceparticipationintention

  15. H6Usersperceivedvaluepositivelyaffects theircontinuanceparticipationbehavioronFacebook

  16. H7BehavioralintentionstocontinuallyparticipateonFacebookpositivelyaffectcontinuanceparticipationbehaviourH7BehavioralintentionstocontinuallyparticipateonFacebookpositivelyaffectcontinuanceparticipationbehaviour

  17. Researchquestionnaires TWO phases of data collection Participants: university students in Jordan using facebook and aged 18 and 34 years Voluntary participation Self-completion andwell-constructed questionnaires ->based on the previous literature Increase response rate-> two-roundsof follow up

  18. First phase Examine the TPB constructspecified by Ajzen 516 questionnaires Time: September 26, 2011 to October 30 , 2011 483 returned questionnaires code identifiers by participants and retain it which will be used in second phase.

  19. Second phase Examine actual behavioral construct 441 out of 483 students->completed the follow-up questionnaire. code identifiers of 21 students match 17 questionnaires <- the multiple appearances of skipped questions and missing values. ->403 responses usable

  20. Validationofsurveyinstrument Pre-testandpilottest Pre-test:12respondents(>2yearsofexperienceinusingFacebook) Comment:lengthoftheinstrument,formatofthescales,content,wordingoftheitems Pilottest:48respondents(theFacebookpopulation)

  21. Validationofsurveyinstrument severalquestionnairesitems->modifiedandrefined->reflectmoreclearlythepurposeofstudyandassureitsvalidity. reliabilityofthesurveyitems->valuesforCronbach’salpha>0.80.

  22. Samplingtechniques non-probabilitysamplingtechniques Researchquestion(s)andobjective(s)thatdonotrequiresuchgeneralizations Conveniencesampling Involveselectinghardzardlythosecasesthatareeasiertoobtain TheycollectdatabydistributingthesurveytouniversitystudentsusingFacebookinJordan.

  23. Statisticalmethods TheKaiser-Meyer-Oklinandprincipalcomponentfactoranalysis examinetheadequacyofstudysampleandthevalidityofstudyinstrument TheCronbach’salpha measurethescalesreliability

  24. Statisticalmethods ThePearson’scorrelationanalysis conductthesimplecorrelationamongstallthestudyvariable TheregressionanalysisandJarque-Beratest ensurethevalidityandreliabilityoftheresult.

  25. Findings

  26. Reliability and validity As the value of KMO was 0.845 as in Appendix A, the study sample was considered adequate and the appropriateness of using principal component factor analysis on the collected data was assured.

  27. a. Reliability and validity Validity includes (1) convergent validity which measures items' effectiveness in reflecting their corresponding factor, and (2) discriminant validity which measures whether factors are statistically different from each other or not. Based on the conducted factor analysis, a total of six factors were identified.

  28. a. Reliability and validity As such, the conditions of convergent and discriminant validity were satisfactorily met as indicated by the result of the factor analysis.

  29. a. Reliability and validity The scales reliability was also measured and the Cronbach's alphas of all scales as in Table 3 ranged between 0.863 and 0.968; indicating good reliabilities of the scales. The means, standard deviations and reliabilities of all study variables are reported in Table 3.

  30. b. Hypotheses testing Collinearitystatistics showed that tolerance values of all variables ranged between 0.618 and 0.846 and VIF values ranged between 1.181 and 1.672; indicating that multicollinearity is not a likely threat to the parameter estimates in this study.

  31. b. Hypotheses testing As in Table 5, the Skewness–kurtosis values of the study data are all within the recommended range and thus normality as a condition for successful regression analysis is assured in this study.

  32. As in Fig. 2, it was found that “continuance participationintention” (β=0.414, pb0.001) and “perceived value” (β= 0.245, pb0.001) are significantly and positively related to “continuanceparticipation behaviour” (adjusted R2=0.390). Thus, H6 and H7 are supported. However, results show that “perceived behaviouralcontrol” is not significant at pb0.001 level (β=0.076).Hence, H4 is not supported.

  33. As in Fig. 2, it was found that “continuance participationintention” (β=0.414, pb0.001) and “perceived value” (β= 0.245, pb0.001) are significantly and positively related to “continuance participation behaviour” (adjusted R2=0.390). Thus, H6 and H7 are supported. However, results show that “perceived behavioural control” is not significant at pb0.001 level (β=0.076).Hence, H4 is not supported.

  34. Fig. 2 also indicates that all four variables are significantly and positively. related to “continuance participation intention” (adjusted R2=0.470): “attitude” (β=0.189, pb0.001), “subjective norms” (β=0.160, pb0.001), “perceived behavioural control” (β=0.254, pb0.001), and “perceived value” (β=0.362, pb0.001). Thus, H1, H2, H3, and H5 are supported.

  35. c. Discussion 1. The results show that the constructs “perceived value”, and “continuance participation intention” are significantly and positively related to “continuance participation behavior”. This result confirms the role of “perceived value” in shaping users' continuance participation behavior in the SNS context. 2. The results also show that the constructs “attitude”, “subjective norms”, “perceived behavioral control”, and “perceived value” are direct predictors of “continuance participation intention”.

  36. d. Implication for theory and practice Theory perspective: This study has come as a response to the call for more in-depth research concerning the post-adoptive intentions and behavior of users associated with information technology. This research also contributes to the theory of planned behavior by providing a support for its efficacy in explaining post-adoptive intentionsand behavior. The efficacy of TPB in the pre-adoption context has been greatly supported in the field of IS. This study has shown the importance of “perceived value” in explaining continuance participation intentions and behavior.

  37. d. Implication for theory and practice 2. Practice perspective: As it has been illustrated in our research, higher perceived value indicates greater willingness to continue participating in a SNS. Moreover, the analysis course of action, as one stage of SNS development, also plays a great role in improving perceived value in addition to users' intentions for continuance participation on SNS.

  38. Conclusion

  39. Conclusion Examinespost-adopters’continuanceparticipationintentionsandbehavioronFacebookfromasocialandbehavioralstandpoint. Boardenourunderstandingofwhatmakesusersdecidetocontinueparticipatingonthesiteornot Perceivedvalue:users’overallassessmentoftheutilityofaproduct/service->receivedasbenefitandgivenassacrifice.

  40. Conclusion Confirmtheroleofperceivedvalue->shapinguserscontinuanceparticipationintentionandbehaviors(contextofWeb2.0communities) IndicateFacebookusersriskcommittingtimeandefforttoitcontinually

  41. LimitationsandSuggestions Focusedontheimpactof“perceivedvalue”alongwiththeoriginalconstructsoftheTPBoncontinuanceparticipationintentionandbehavior. explains47%ofthevariancein“continuanceparticipationintention”,39%ofthevariancein“continuanceparticipationbehavior” EnrichthestandardTPBbyaddingrelevantfactors->improveitsexplanatorypowerandpredictiveabilityandkeepthesimplicityandparsimony.

  42. LimitationsandSuggestions Subject: allundergraduateandpostgraduatestudentsagedbetween18and34 RepresenthighpercentageofadoptersofSNSincludingFacebook,theirperceptionofvaluemaydifferfromothersuchasprofessionalandolderpeople. FocusonotherinterestsgroupofFacebook(sportsgroup,musicgroups, professionalgroups,andothers) Examinethedifferenceintermsoffindingamongsuchinterestgroups.

  43. LimitationsandSuggestions covertheJordaniangeographicalcontext Replicateindifferentgeographicalcontext Examinethedifferencesinfindings Cross-nationalstudies->examiningtheroleofcultureinthiscontext.

  44. Reference • [1] I. Ajzen, From intentions to actions: a theory of planned behaviour, in: J. Kuhl, J. Beckmann (Eds.), Action-control: From Cognition to Behaviour, Springer, Heidelberg, • 1985, pp. 11–39. • [2] I. Ajzen, Attitudes, Personality, and Behaviour, Dorsey Press, Chicago, 1988. • [3] I. Ajzen, The theory of planned behaviour, Journal of Organizational Behaviourand Human Decision Processes 50 (1991) 179–211. • [4] I. Ajzen, B. Driver, Application of the theory of planned behaviour to leisure choice, Journal of Leisure Research 24 (3) (1992) 207–224. • [5] I. Ajzen, M. Fishbein, Understanding Attitudes and Predicting Social Behaviour, Prentice-Hall, Englewood Cliffs, NJ, 1980. • [6] Alex, Top Sites in Jordan. available at: http://www.alexa.com/topsites/countries 2010, 2/JO, accessed: 15 of January, 2012. • [7] S. Al-Gahtani, G. Hubona, J. Wang, Information technology (IT) in Saudi Arabia: culture and the acceptance and use of IT, Journal of Information Management 44 (8) (2007) 681–691. • [8] E. Al-Lozi, M.M. Al-Debei, A framework of value exchange and role playing in Web 2.0 websites, Proceedings of the European, Mediterranean & Middle Eastern Conference on Information Systems (EMCIS 2012), Munich, Germany, 2012. • [9] C. Armitage,M. Conner, Efficacy of the theory of planned behaviour: ameta-analytic review, British Journal of Social Psychology 40 (2001) 471–499. • [10] C.J. Armitage,M. Conner, J. Loach, D.Willetts, Different perceptions of control: applying an extended theory of planned behavior to legal and illegal drug use, Journal of Basic and Applied Social Psychology 21 (1999) 301–316. • [11] R.K. Baker, K.M. White, Predicting adolescents' use of social networking sites from an extended theory of planned behaviour perspective, Computers in Human Behavior • 26 (2010) 1591–1597. • [12] M.C. Bettoni, S. Andenmatten, R. Mathieu, Knowledge cooperation in online communities: a duality of participation and cultivation, The Electronic Journal of Knowledge Management 5 (1) (2007) 1–6. • [13] A. Bhattacherjee, Understanding information systems continuance: an expectation– confirmation model, MIS Quarterly 25 (3) (2001) 351–370. • [14] A. Bhattacherjee, G. Premkumar, Understanding changes in belief and attitude toward information technology usage: a theoreticalmodel and longitudinal test, MIS Quarterly 28 (2) (2004).

  45. THANKS Q&A

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