Member use of social networking sites — an empirical examination

1. Member use of social networking sites — an empirical examination • Yuen Ka Chun Jason 12001074 • Shiu Fu Cheong Joson 12000965 • Ngai Chi Lung Kyle 12001007

2. Contents • 1. Introduction • 2. Definition of social networking • 3. Concepts-Social networking • 4. Concepts - Social Exchange Theory (SET) • 5. Research objective • 6. Research Model • 7. Questionnaire • 8. Sampling Technique • 9. Limitation of the study

3. Introduction • Author: Rui Chen • Social networking-Facebook, Myspace and Google+ • Social exchange theory, Site use • generates new knowledge on the literature of SET and social networking sites • sheds lights on site management for networking service providers • faithfully applied SET and evidenced its value in predicting site use behavior

4. Definition of social networking • Boyd and Ellison (2007) defined social networking sites as • construct a public or semi-public profile within a bounded system • articulate a list of other users with whom they share a connection • view and traverse their list of connections and those made by others within the system • Reference: • D.M. Boyd, N.B. Ellison, Social network sites: definition, history, and scholarship, Journal of Computer-Mediated Communications 13 (1) (2007) 210–230.

5. Concepts-Social networking • Chen (2013) said Social networking sites offer a platformfor online users to interactwith one another and to maintain interpersonal relationships. • Millions of internet users are now members of one or more networking sites. • the current study contributes to social networking literature as it reveals a valuable theoretical framework that helps analyze this emerging phenomenon.

6. Concepts - Social Exchange Theory (SET) • SET is one of themost influential theories that investigate the dynamics in social interactions and it has been widely used in information systems discipline • Despite its potential for explaining user behavior of social platforms • Two problems of SET: • constructs have not been fully identified and critical theoretical variables were left out in many SET tests • many formulations of SET are ambiguous, lending themselves to multiple interpretations

7. Research objective – what Chen (2013) asked • What are the key impetuses of members' use of social networking sites? • What are the key impediments to members' use of social networking sites? • How do the impetuses and impediments interact together in determining members' site use?

8. Research objective How to answer the whats • validates the value of SET in explaining member use of social networking sites • this study uncovers the interaction effect between cost and benefit in affecting end user behavior • contributes to the literature by identifying key antecedents to the cost and benefit factors.

9. Research objective – why to do itChen (2013) stated • examine members' voluntary use of social networking sites • leads to the growth of social relationships, increased volume of site visits and traffic, and an accumulation of user generated contents • it is imperative to the success of social networking sites

10. Research Model (Lee Y, Kozar K A, Larsen K R) Journal: Decision Support Systems (M. Keil, P.M. Beranek, B.R. Konsynski) Journal: Decision Support Systems (F.D. Davis, R.P. Bagozzi, P.R. Warshaw) Journal: Social Psychology (P.A. Rosen, D.H. Kluemper) AmericanConference on Information Systems (J.Wang, R. Chen, T.Herath, H.R. Rao) Journal: Decision Support Systems (T. Hu, W.J. Kettinger) International Conference on Information Systems (E. Steel, G.A. Fowler) Journal: Decision Support Systems

11. Questionnaire • Objective of surveying: • - Survey users of networking sitessuch as Facebook, MySpace, and • Friendster, ACCORDING to the VARIABLES

12. Questionnaire

13. Questionnaire

14. Questionnaire

15. Questionnaire

16. Sampling Technique • - Population: College students • - Most Representative • 1. Largest portion of social networking site users [Pew survey] • 2. 85% of U.S. college students use Facebook • Results from Survey: • 1. Year of experience in computer usage10.6 years in average • 2. Year of experience in internet usage 9.2 years in average • 3. Facebook users 95% respondents

17. Sampling Technique Stratified Sampling Method - Advantage - Sample group: Diverse but representation 1. Divide members of the population into homogeneous subgroups 2. Simple random sampling -Respondents participate on Voluntary-basis

18. Statistical Methods • － Structural Equation Modeling Analysis: • Partial Least Squares (PLS) • - Component-based approach for estimation • Advantages: • 1. No assumptions about the population or scale of measurement • 2.Work without distributional assumptions • but with nominal, ordinal, and interval scaled variables • 3. Robust approach against inadequacies (Cassel et al.) • 4. Best suited for examining complex relationships in the models by • avoiding inadmissible solutions and factor indeterminacy

19. Research Model (Lee Y, Kozar K A, Larsen K R) Journal: Decision Support Systems (M. Keil, P.M. Beranek, B.R. Konsynski) Journal: Decision Support Systems (F.D. Davis, R.P. Bagozzi, P.R. Warshaw) Journal: Social Psychology (P.A. Rosen, D.H. Kluemper) AmericanConference on Information Systems (J.Wang, R. Chen, T.Herath, H.R. Rao) Journal: Decision Support Systems (T. Hu, W.J. Kettinger) International Conference on Information Systems (E. Steel, G.A. Fowler) Journal: Decision Support Systems

21. PLS results • Social presence b=0.37, p<0.001 • Ease of use (b=0.14, p<0.05) • Extroversion (b=0.16, p<0.01) • So, the above results reflect the positive enjoyment of the social networking site.

22. PLS results • The above result support: • H1: Enjoyment will positively relate to site use. • H2:Social presence will positively relate to enjoyment. • H3:Ease of use will positively relate to enjoyment. • H4:Extroversion will positively relate to enjoyment.

23. PLS results • The relationship between enjoyment and site use b=-0.18 p<0.05 • The F test statistics was 8.93 (pb.01)

24. PLS results • The above result support: • H6: Perceived risk in site use will negatively moderate the relationship between enjoyment and site use

25. PLS results • Internet risk perception b=0.56, p<0.001 • Privacy abuse concern b= 0.15, p<0.01) • So it reflects the positive effects on the individual’s perception of risk in Social networking.

26. PLS results • The above result support: • H7. Internet risk perception will positively relate to perceived risk in site use. • H8. Privacy abuse concern will positively relate to perceived risk in site use.

28. Limitation of the study • First, the user is willing to provide which might be biased or even inconsistent with her actual opinion or behavior. • -the current study utilizes subjective survey data to assess Internet users‘ self-disclosure behavior at a networking site. • Second, the samples of the research was not enough wide to be representative. • -While college students present the largest portion of Facebook users, teenagers and adults over age 22 are all actively engaged in Facebook.

29. Limitation of the study • Third, the results must be treated with caution as a simple generalization of all social networking • -data mostly describes user behavior of Facebook population, and facebook is quite dominant in the period of the study conducting. • Forth, the results must be treated with caution in terms of its generalizability to the entire population of social networking site. • -difference in gender distribution may be caused by the unique school environment that was used in data collection.

30. Limitation of the study • Last but not least, the study can’t indicate how site usage may be correlated with the quality and quantity of whatever joy user can get from a social networking site. • -can’t find out the key resources exchanging at social networking sites and subsequently develop strategies and designs to facilitate these exchange.

31. End