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The asymmetric effect of online social networking attribute‐level performance

The asymmetric effect of online social networking attribute‐level performance Purpose – The purpose of this paper is to examine the asymmetric effect of negative and positive attribute‐level performance (i.e. effort expectancy, performance expectancy, social influence, facilitating conditions, flow experience, and satisfaction) of online social networking (OSN) on behavioral intention. Design/methodology/approach – An investigation of behavioral intention in OSN was conducted, with a total of 482 effective questionnaires collected. The psychometric properties of the measures were investigated and a dummy‐variable regression model was applied to estimate the regression coefficients. Findings – The results confirm that the importance of asymmetrical effect is not equivalent for different attributes. Negative performance on performance expectancy, effort expectancy, flow experience, and satisfaction had a larger effect on behavioral intention than positive performance. In contrast, positive performance on social influence and facilitating conditions had a larger effect on behavioral intention than negative performance. Originality/value – This paper adds to the extant literature by offering an empirical investigation of the asymmetric effect of OSN attribute‐level performance on behavioral intention. Furthermore, by focusing on the positive‐negative asymmetry effect, the proposed model also significantly increases the value of OSN through an understanding of behavioral intention and its antecedents. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Industrial Management & Data Systems Emerald Publishing

The asymmetric effect of online social networking attribute‐level performance

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-5577
DOI
10.1108/02635571111161299
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine the asymmetric effect of negative and positive attribute‐level performance (i.e. effort expectancy, performance expectancy, social influence, facilitating conditions, flow experience, and satisfaction) of online social networking (OSN) on behavioral intention. Design/methodology/approach – An investigation of behavioral intention in OSN was conducted, with a total of 482 effective questionnaires collected. The psychometric properties of the measures were investigated and a dummy‐variable regression model was applied to estimate the regression coefficients. Findings – The results confirm that the importance of asymmetrical effect is not equivalent for different attributes. Negative performance on performance expectancy, effort expectancy, flow experience, and satisfaction had a larger effect on behavioral intention than positive performance. In contrast, positive performance on social influence and facilitating conditions had a larger effect on behavioral intention than negative performance. Originality/value – This paper adds to the extant literature by offering an empirical investigation of the asymmetric effect of OSN attribute‐level performance on behavioral intention. Furthermore, by focusing on the positive‐negative asymmetry effect, the proposed model also significantly increases the value of OSN through an understanding of behavioral intention and its antecedents.

Journal

Industrial Management & Data SystemsEmerald Publishing

Published: Aug 23, 2011

Keywords: Asymmetric effect; Online social networking; Attribute‐level performance; Behavioral intention; Interface design; Individual behaviour; Social interaction; Web sites

References