Received: October 19, 2010 Revised: January 11, 2011 Accepted: February 3, 2011

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1 Social Networking Service: Motivation, Pleasure, and Behavioral Intention to Use Ju Yeon Kim J. P. Shim Kyung Mo Ahn Kyung Hee University Georgia State Univ. & Mississippi State Univ. Kyung Hee University Seoul, Korea Atlanta, GA Miss State, MS Seoul, Korea Abstract The moment that social networking was introduced, it exploded onto the scene, and its popularity surged as a social phenomenon. Social networking services (SNS) allow users to gather together as an online community, with connections to current personal relationships, such as friends/family, or to meet other people on the basis for friendship, activities, professional networking, or romance. SNS has incorporated a wide range of various applications. Prior studies on information systems adoption demonstrated users motivation using perceived usefulness and perceived enjoyment. Intrinsic-extrinsic motivation frame was adopted to explain motivation of using SNS. This research aims to explore factors of users motivation using SNS via qualitative methods. A research model was developed to examine the relationship between motivation, emotional response, and intention to use. Quantitative analysis, such as reliability and confirmatory factor analysis, correlation matrix of the constructs, and PLS structural analysis were used. Keywords: Extrinsic motivation-intrinsic motivation, Pleasure, Behavioral Intention to Use, Social Networking Service, Qualitative and Quantitative Analysis. 1. Introduction Social networking has played an important role from the moment it was introduced, allowing connections to be made throughout the world, given the increasing level of interaction and socialization in the lives of various age groups. Social networking sites have changed the way people communicate with each other, helping users find a social network, share common interests, connect with friends, participate in discussion forums, and express themselves through a personalized blog or minihomepage. A user s mini-homepage, or mini-hompy, as called by the users of Cyworld (a popular Korean SNS) offers the same setup as a regular homepage, but it s a miniaturized version of a personal page, or a virtual living room placed within the another website homepage, as shown in Image 1. Additionally, it offers features that include the following but are not limited to: the user s profile and avatar, photos, journal or diary, music, and a guest book. While some users deem social networking to be beneficial given the ease of family/ friend connections as well as the business networking aspect, many skeptics believe it is a hype that does not add value. The current state of social networking continues to gain momentum as numerous users experience a new level of interaction with other users. This next level of interaction includes, but is not limited to the level of interactive content exchanged with other colleagues, friends, and family, such as videos, photos, and other types of media, in addition to instant messages, comments, social games, and business networking. Many examples of social networks currently are shaping the future of SNS; a few to name are Twitter, Facebook, and Cyworld. As of April 2009, Cyworld had over 23 million subscribers, of those signed up 90 percent in their 20s [7]. The popularity of SNS have surged each day as users find themselves addicted and call themselves Cyoholics. SNS have also incorporated different applications on their sites which range from games, polls and surveys, and more. Gaming applications allow users to play interactive games with other online users or play a single-player role-playing game. The future of social networking is growing not only because numerous users enjoy using these applications, but also the added level of interactivity through discussions and debates. The motivation for users to use SNS is not only for collecting information but also for entertainment. In traditional technologies, applied to organizational settings in the workplace, extrinsic rewards, such as efficiency or productivity, showed significant influence on IS adoption while perceived enjoyment did not [10, 25, 40]. A few studies have found that perceived usefulness had more influence on IS adoption than perceived enjoyment [3, 26]. However, in recent technologies, when applied on an individual level, the utilitarian motivation also in addition to hedonic motivation, such as enjoyment and fun, becomes major determinants of IS usage [22, 29, 34, 37]. Previous studies on IS Image 1. A few examples of Cyworld, in which the design consists of a mini-homepage where the user s miniature-sized homepage is placed within a regular website homepage. Source: Cyworld Received: October 19, 2010 Revised: January 11, 2011 Accepted: February 3, Journal of Computer Information Systems Summer 2011

2 adoption have shown motivation by using perceived usefulness and perceived enjoyment. These two factors alone do not explain the variety of uses for IS, the pervasiveness of the use of IS, or people s motivation to use IS. Also, there is a limitation to explaining the motivation with perceived cognition after using IS. In this paper, we first explored the factors of motivation to use social networking sites via qualitative methods. Then, we developed a research model to examine the relationship between motivation, emotional response, and intention to use by using quantitative analyses, such as reliability and confirmatory factor analysis, correlation matrix of the constructs, and PLS structural analysis. 2. Theoretical Background 2.1. Extrinsic-Intrinsic motivation and IT adoption User acceptance is determined by two fundamental types of motivation: extrinsic and intrinsic [10, 15, 19, 32]. Extrinsic motivation pertains to the behaviors that are engaged in response to something apart from its own sake, such as rewards or recognition or the dictates of other people. On the other hand, intrinsic motivation refers to the fact of doing an activity for its own sake: the activity itself is interesting, engaging, or in some way satisfying [30]. Within this dichotomy, perceived usefulness has been an example of extrinsic motivation, whereas enjoyment has been an example of intrinsic motivation [10]. Extrinsic motivation may be important for mandatory IS usage of traditional technologies, such as a word processor or spreadsheet in an organizational setting in these circumstances, while personal liking or the affective experience may not be important [29]. However, as Internet and mobile technologies become increasingly pervasive in individuals lives, not only the extrinsic motivation but also the intrinsic motivation becomes important for continuance decision [19, 22, 29, 30, 37]. Two dimensions of motivation can be applied to the utilitarianhedonic model in consumer behavior literature, which proposes that purchase intention depends on whether the nature of product is either utilitarian or hedonic [4, 21]. For a utilitarian system, extrinsic motivation is the dominant predictor of intention to use, while for a hedonic system, intrinsic motivation is the dominant determinant of intention to use [19]. As various forms of information technology are used at an individual level such as Internet-based educational programs, Internet-based games, and blogs, research focused on users intrinsic motivation is essential [14]. Several studies have investigated how intrinsic and extrinsic motivations have influenced the acceptance and usage of information technology acceptance [3, 12, 19, 26, 40]. In IS adoption for job-related purposes, usefulness has a higher impact on behavioral intention than perceived enjoyment [3, 10, 26, 27]. On the other hand, in IS adoption for hedonic purposes rather than utilitarian purposes, intrinsic motivation is a stronger predictor than extrinsic motivation of behavioral intention to use [3, 19, 22]. 3. Research model and hypotheses 3.1 Motivation-Behavioral Intention to Use IS Perceived usefulness is a main belief of TAM which is defined as a person s expectation that using IS will result in improved job performance [9, 11]. Although the influence of usefulness on usage intention has been examined through many studies, the TAM model has undergone substantial extensions. Davis et al. [10] adapted the motivational perspectives and added perceived enjoyment to explain IT acceptance from both extrinsic and intrinsic motivational perspectives. Venkatesh et al. [40] also redefined TAM within a motivational framework. As Heijden [19] approached extrinsic-intrinsic motivation of IS usage based on the human nature, hedonic nature represented intrinsic motivation while the utilitarian nature represented extrinsic motivation. He found that perceived enjoyment was a stronger determinant of intention to use in a hedonic information system than perceived usefulness. Atkinson and Kydd [3] demonstrated that perceived enjoyment strongly influenced Web use for entertainment purposes and perceived usefulness strongly influence web use for course-related purposes. This result can be explained because students seek hedonic websites to satisfy their entertainment purposes and utilitarian websites to satisfy their course-related purposes. In mobile data service, mainly used for individual purposes, perceived enjoyment was shown to be the strongest factor in explaining the user s behavioral intention [22]. Extrinsic motivation and intrinsic motivation together are a powerful explanation of what influences usage intention. Davis et al. [10] found extrinsic motivation (perceived usefulness) and intrinsic motivation (perceived enjoyment) accounted for 62% of the variance in user intentions in one study and 75% in another. On the basis of above discussion, we hypothesized that: H 1 : Extrinsic motivation of SNS use is positively associated with behavioral intention to use H 2 : Intrinsic motivation of SNS use is positively associated with behavioral intention to use 3.2 Motivation-Emotional Response Numerous studies on intrinsic and extrinsic motivation have been carried out in IS research. They focus mainly on how intrinsic motivation and extrinsic motivation influence ease of use or acceptance of IS [3, 15, 18, 19, 24, 26, 34, 39]. Despite the lack of extensive research on how motivation directly influences emotional response, several research studies found that playfulness significantly affects the user s attitude. Sandelands et al. [35] found that attitudinal outcomes, such as positive affect, pleasure, and satisfaction, result from the playful experience. In IS research, Webster et al. [41] also ascertained that playfulness highly correlates with the user s positive attitudes. Moon and Kim [34] found that perceived playfulness had more effect on attitude than perceived usefulness. Kim et al. [29] found that both the thinking-based and feeling-based mechanisms work together to shape attitude, an overall evaluation of the use of Mobile Internet services. Lee et al. [30] also ascertained the influence of usefulness and enjoyment on the users attitude toward IS. Dickinger et al. [13] also confirmed relations between perceived enjoyment and attitude toward Push to Talk (PTT) adoption. The measurement of attitude from this research is composed of items such as bad/good, foolish/wise, unpleasant/pleasant, dislike/like, positive/negative which comprised both cognitive and emotional elements as mentioned by Batra and Ahtola [5] and Ajzen [2]. The emotional items of attitude are similar to measurements of emotion. In this research, we focused on emotional response which is part of attitudinal outcome after the Summer 2011 Journal of Computer Information Systems 93

3 experience. The direct relation between motivation and emotion has been examined in retailing. Dawson et al. [12] investigated whether shopping motives (i.e., product motive, experiential motive) influence emotions (i.e., pleasure, arousal) experienced during a retail visit and found a significant relationship between motives and emotions. Following the established findings in the literature, we hypothesized that: H 3 : Extrinsic motivation of SNS use is positively associated with users pleasure H 4 : Intrinsic motivation of SNS use is positively associated with users pleasure 3.3 Emotional Response Behavioral Intention to Use IS Although much research on continuing IT use has emphasized rational (cognitive) evaluation, other studies acknowledge that there are potential non-rational inputs, which include attitudes, feelings, satisfaction, and other affective or emotion-related concepts [17]. Triandis [38] also argued that affect, the feelings of joy, elation, pleasure, depression, disgust, and hate associated with a particular act, has an impact on a person s behavior. Emotional response can lead to either approach or avoidance behavioral intention [28, 29]. In the circumstance that individual IS use has become a daily routine, the user s emotions have become important issues. In traditional store and service settings, numerous studies have investigated the impact of emotions such as pleasure, arousal, and disappointment on consumer behaviors. However, in IS continuance research, positive affect has been narrowly conceptualized and measured as the enjoyment in which a person derives from using computers. Research on IS adoption has regarded perceived enjoyment as intrinsic motivation of IS usage [10, 36, 37, 40]. The influence of perceived enjoyment on IS adoption has mainly been examined by many studies [3, 10, 22, 26, 27, 31, 37]. Some studies have posited that IS quality affects perceived enjoyment [1, 23, 36]. Perceived enjoyment is regarded as an exogenous variable that affects belief (i.e., usefulness, ease of use) or an adaptation of IS as intrinsic motivation of IS usage and is also used as an emotional response after using IS. These two interpretations might confuse the concept of perceived enjoyment. In this study, to avoid confusion, the emotional aspect of exogenous reasons for IS usage is defined as intrinsic motivation, which contains more comprehensive meaning than the concept of perceived enjoyment in previous studies. In addition, the emotion in using IS can be defined as an emotional response using IS. In this study, emotional response deals with a positive emotional response. Pleasure-Arousal-Dominance (PAD) model by Mehrabian and Russell [33] has received attention among research on dimensional analysis of consumer s emotional response being supported by environmental psychology, distribution and marketing fields. Pleasure, one of the three emotion factors in the PAD model, is the most common emotion widely used in related studies. However, only a few studies have adopted pleasure as the users emotional response. Kim et al. [29] posited the relationship between feelings (pleasure, arousal) and IS continuance intention. Given the results, pleasure had a significant impact on IS behavioral intention while arousal was not associated with it. The result showed that only pleasure was associated with IS continuance intention. Chea and Luo [8] proposed that recommendations and Figure 1. Basic Model of Research complaints are affect-driven behaviors and presented that negative affect had directly influenced complaints while positive affect had no impact on recommendations. Beaudry and Pinsonneault [6] examined relationships between four emotions (i.e., excitement, happiness, anger, and anxiety) experienced early in the implementation of new IT application and IT use. They found that emotions have an important effect on IT use. Particularly, happiness was positively related to IS use and excitement was positively related to IT use through task adaptation. Therefore, we posit the relationship between emotional response from using SNS and behavioral intention. H 5 : Pleasure is positively associated with behavioral intention to use SNS. 4. Qualitative Research This study carried out a number of in-depth interviews with users of SNS services in order to explore users behavior of interacting with SNS services such as mini-homepages or blogs, and related issues. The interview was conducted during March 2010 in Seoul, Korea with SNS users from different age groups. It was assumed that motivation or behavior on using SNS would differ by age and gender. The interview group was formed by age and gender in order for respondents to talk more comfortably. The users were divided into five separate groups, categorized by age and gender. The different groups are as follows: (a) university students in their 20s six people, (b) females in their 30s four people, (c) males in their 30s four people, (d) females in their teens nine people, and (e) males in their teens eight people. Heavy users and medium/light users of SNS were balanced within the group of subjects. The interviews of the teens were conducted in a girls and boys junior high school and high school located in Seoul, respectively. Each group of students participated in the interview for an hour. Open questions were given to respondents. A questioner also encouraged respondents to speak what they felt, trying to find out significant factors on using SNS in an atmosphere of freedom. The interviewer recorded all the answers on the laptop notebook. Six university students in their 20s in class volunteered to participate in an interview for about an hour-and-a-half in a lab at a university in Seoul. Four male office workers in their 30s (by referral, i.e., referred people who could be contacted and agreed to participate) were interviewed. And two female officers (by referral) and two graduate students in a university in their 30s participated in the interview. Each group interview was conducted in the same way mentioned above. 94 Journal of Computer Information Systems Summer 2011

4 4.1. Motivations for using Social Networking Sites We discussed the interview results and reached an agreement of following four dimensions composing of motivation of SNS usage as follows. While networking and collecting information are assumed to be extrinsic motivation, relieving stress and recording ones personal history are regarded as intrinsic motivation. Networking For these respondents, the motivation for using SNS is interactive networking. SNS is a good way to communicate with friends and family without being charged extra fees for the usage of minutes, such as text messages or calling. Furthermore, it can be more convenient via SNS to contact friends in one s free time, in addition to the easily accessible network and features to keep in touch with friends who are worldwide. Below is a comment from a female employee in her 30s: Unlike a text message, it was great to communicate with friends free of charge. Furthermore, I could express my feelings using emotions with fun, which sometimes made me much happier than talking in person. As I habitually logged onto the [instant chat] messenger, it was very convenient to communicate anytime with people I knew. In case it was too busy for us to set the time to communicate, the visitors [guest book] section of the mini-homepage would be a useful tool to communicate with. I log onto the [instant chat] messenger almost every day and I feel far away from real life if I do not log in online (group interview, March 7, 2010). SNS can be an important tool for building relationships, such as meeting new friends, especially when entering school or career networking, which may be beneficial when job searching. One university student in his 20s mentioned: A mini-homepage is a means of presenting a first impression of myself. When I find myself in a new environment and try to meet new people, I especially manage my minihomepage to show a positive self-image to others. When I was a freshman in the university and during my internship, I paid special attention to my mini-homepage to show a positive self-image and make an exchange with seniors. So I think on-line activities such as using mini-homepage help others to know me better. Now, while I do not manage the mini-homepage, I would spend some money to decorate it with nice music and settings if I were to get a job (group interview, March 9, 2010). One male employee in his 30s shared: I use two kinds of SNS but my friends of each SNS are different. That is, friends on MSN consist of colleagues or buyers from overseas and NATE ON is used for communicating with classmates or friends. So, MSN is usually used during the weekday in the office and NATE ON is used after work or on a weekend (personal interview, March 15, 2010). Collecting information Collecting information on an interesting topic is one of the paramount motivations for users to use SNS. The users post updated information frequently on their mini-homepage in the forms of photos, pictures and written content. Also, many users collect information as they peruse others mini-homepage or blog. For instance, one female employee in her 30s said: I get a lot of information on restaurants or [health-related] diets from mini-homepages. If I visit a blog of a so-called power-blogger, there is specialized, detailed and wellorganized information which helps me a lot. However, I find that much of the information is naturally collected during internet surfing and it influences my behavior. For instance, after I saw a critique of a recent movie by other users, the critique influenced my choice in viewing the movie. Seeing posted information on the restaurant that another user had visited, I felt like going there and ended up visiting the restaurant (group interview, March 12, 2010). Another example consists of a collective interest, where male students in their teens were interested in soccer so they joined blogs devoted to soccer games. The blog members would convene online and participate in discussions as they watched the soccer matches together. Relieving stress Many interviewees mentioned that they habitually logged onto the [instant chat] messenger and visited their own mini-homepage constantly. When an interviewee felt bored, they visited their friends mini-homepages and participated in profile surfing by looking around for newly posted photos or written content. Some teenagers who habitually used mini-homepages for fun became gradually addicted to mini-homepages, spending hours every day which negatively affected the studying. Some of the teen users claimed to have visited celebrities mini-hompy to check out the latest news or photos and/or to comment. Many interviewees across the different groups of gender and age said that if they did not use SNS regularly, they would miss out on the latest updates of their friends and would feel alienated since most friends used SNS. They also thought that the visitor counter on the mini-homepage correlated with popularity so they would ask friends to visit their homepage and they themselves visited their own homepage without loggin in to increase the visitor number. Some users in their 20s or 30s mentioned that they visited the friends homepage to relieve boredom while working and said that it was one way to kill time. One female in her 20s said: When I feel bored or tired while working in the office, I would visit my friend s homepage and write comments or chat online. While surfing, I sometimes visited strangers or unique homepage and look their photos or writing, which would be funny and interesting. It seemed that I was living vicariously by looking at other s homepages. Knowing unique and unknown people through the homepage is less interestig than watching movies or dramas but it is still an interesting experience. When chatting with these people whom I only know from SNS, I pretend to talk like another person so I could direct myself and feel like enjoying another world. Therefore, making new friends in SNS gives me an unusual and interesting feeling (group interview, March 9, 2010). Summer 2011 Journal of Computer Information Systems 95

5 While interacting with friends or acquaintances on SNS is a major motivation of networking, interacting with new people could be the user s way of relieving stress or gratifying curiosity. Recording one s personal history One of the users motivations for using SNS was to record one s daily events by photoblogging, or posting photos, and writing an online journal on their own mini-homepage. Based on the interviews, female students in their teens felt more comfortable blogging about their feelings or on books and/ or movies rather than handwriting this information. They also indicated it was easier to look back at the photos online whenever they wanted. Male students in their 20s, whose hobby included photography, often posted photos because it was a great way to view them and edit them directly as well as share photos digitally with other friends and family. The primary purpose of using mini-homepages for female graduate students in their 30s was to keep a record of their personal daily events, such as keeping a private online diary or organizing photos, etc. Also, writing wallposts on mini-homepages daily was a tool to record their thoughts through either rants or raves or to document special events in their life. One of the graduate students in their 30s said: I usually use the diary function on my mini-homepage. I used to write down the schedules on my paper journal and now spend the time recording and planning things and thoughts on my mini-homepage. Since I visit my minihomepage every day, I can remind myself and plan for the future or look back over the past month or even years. While some friends openly share their diary to everyone, I do not reveal mine and use it as a diary (group interview, March 7, 2010). Users in 20s and 30s responded that they posted their photos to commemorate special visits like a tour attraction or restaurant. Posting these photos would serve as a reminder of the pleasant memories. The main purpose of using mini-homepages for male employees in their 30s was to save their data or materials, particularly photos. Extrinsic motivation-intrinsic motivation Motivation for networking when using SNS can be classified as extrinsic motivation rather than intrinsic motivation due to the users pursuit in sharing information with each other and forming close relationships. In addition, in many studies, the motivation for collecting information was classified as perceived usefulness that was also seen as extrinsic motivation. Therefore, these two motivation factors, networking and collecting information, could be seen as extrinsic motivation. On the other hand, motivational techniques to relieve stress were more likely to be through the process of psychological desire rather than the actual usage of SNS. Thus, it could be classified as intrinsic motivation. Also, documenting one s life and history using photos and diary (which can be divided into three categories open to all, only open to friend ( ilchon ), and closed pursuit, pleasure, or self-satisfaction could be classified as intrinsic motivation. Therefore, the four motivation factors could be classified under the extrinsic-intrinsic motivation framework based on qualitative research; networking and collecting information relate to extrinsic motivation, while relieving stress and recording one s history relate to intrinsic motivation. 5. Quantitative Research We developed the items for motivation to be measured in quantitative research derived from literature review and interview Table 1. Demographics of the respondents Group n % Gender Males Females Teens s Age 30s s s and higher Student Employed Occupation Professional Self-employed Housewife Other Junior high school student High school student College student Education High school graduate College graduate Graduate school student or graduate <1hr hr = < 3hr Weekly 3hr = <5hr Online Usage 5hr = <10hr hr = <20hr hr> Figure 2. Research Model 96 Journal of Computer Information Systems Summer 2011

6 results. To measure pleasure, the items used by Holbrook et al. [20] excited, happy, pleased, satisfied were applied in this study. Behavioral intention was measured using items satisfied with usage, willing to use in the future, and willing to recommend to others [11, 34]. All the items were measured on a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). Data collection procedures The main survey was conducted from April 10, 2010, to May 31, Questionnaires were distributed randomly to university students, employees, and others. The study focuses on a sample of undergraduate students from a university in Seoul and junior high school and high school students incorporated with the school authorities. Additionally, employees in several corporations (i.e., trading company, tour agency, meeting organization company, etc.) participated in this questionnaire. The survey instrument was administered to a various sample of students and employees. The researchers assistants distributed and collected questionnaires from students in class with help of school authorities. Researchers contacted and asked several corporations to participate in the survey. Some of them agreed to join and the questionnaires were delivered to their employees. While 1,000 questionnaires were distributed, 589 valid ones were collected. Table 1 shows the demographics of the sample. Reliability and validity assessment An exploratory factor analysis was first applied to summarize a four-factor structure of motivation for using SNS. As mentioned earlier, the four factors were extracted. The first factor was indicated by networking motivation including the items of getting the latest news on the lives of friends, to share information with friends, to keep in touch with friends not seen often, and for friendships. The second factor was indicated by relieving stress or escaping motivation including the items of to spend leisure time, easy to make and manage, not to be alienated, to relieve stress, and to make new friends. The third factor was indicated by recording one s history including the items of to record one s history by photo and diary and to save the photo or writing. The fourth factor was indicated by collecting information including the items of to download wallposts and pictures and to collect the interested information. The internal consistency of the measures was evaluated with Cronbach s alpha and three factors were over 0.75 and one at 0.632, which were found to be adequate factors (see Table 2). As shown in Table 3, the exploratory factor analysis of users emotional response and attitude was administered and two factors were extracted. The first factor was named pleasure including the items of pleased, happy, satisfied and interested. The second factor was indicated by behavioral intention to use SNS including the items satisfied with usage, willing to use in the future, and willing to recommend to others. Both factors have evaluated with high value of Cronbach s alpha with over 0.8. Among the four motivational factors, networking marked the highest mean followed by Table 2. Exploratory factor analysis on motivation of SNS usage Item networking Relieving Recording Collecting stress one s history information To get the lasted news on the lives of friends To share information with friends For friendship To keep in touch with friends not seen often Not to be alienated To relieve stress Easy to make and manage To spend leisure time To make new friends To record one s history by photo and diary To save photo and writing To collect interested information To download wallposts and pictures Eigenvalue % of explained variance Cronbach s alpha Table 3. Exploratory Factor Analysis on Motivation of Emotional Response and Behavioral Intention to Use SNS behavioral intention Item pleasure to use SNS Pleased Happy Satisfied Interested Satisfied with usage Willing to use in the future Willing to recommend to others Eigen value % of explained variance Cronbach s alpha Summer 2011 Journal of Computer Information Systems 97

7 Table 4. Reliability and Confirmatory Factor Analysis Factor Items Cross loading T AVE C.R. Factor mean (S.D.) To get the latest news on the lives of friends Networking To share the information with friends (0.966) For friendship To keep in touch with friends not seen often Not to be alienated To relieve stress Relieving Stress Easy to make and manage (0.853) To spend leisure time To make new friends Recording one s To record one s history by photo and diary (1.116) history To save photo and writing Collecting To collect interesting information (1.040) information To download wallposts and pictures Pleased Pleasure Happy (0.943) Satisfied Interested Behavioral Satisfied with usage intention Willing to use in the future (0.935) to use SNS Willing to recommend to others recording my history, collecting information, and relieving stress. To verify the underlying factor structure in the proposed scale from the previous analysis, the confirmatory factor analysis was conducted to assess the measurement model. All measured items were modeled as reflective indicators of their corresponding latent constructs. To validate the measurement model, we assessed convergent and discriminant validity. Scale reliability was assessed using two methods. Composite reliability and coefficient Cronbach alpha scores were used as measures of reliability. Similar to alpha scores, composite reliabilities reflect the internal consistency of the scale items measuring the given factors. The composite Table 5. Correlation Matrix of the Constructs Bold numbers are the square root of the constructs (1: Networking, 2: Relieving Stress, 3: Recording one s history, 4: Collecting information, 5: Pleasure, 6: Behavioral Intention to use SNS) reliability estimates which range from to and alpha scores exceeded the recommended cutoff value of 0.70 for adoption and use. All measures achieve support as to the internal consistency of each construct. Convergent validity was assessed by examining the average variance extracted for all measures and scale items loading. As shown in Table 4, average variance extracted (AVE) met the cutoff criteria of 0.5 for adoption and use [16]. Convergent validity was also demonstrated when all scale items loaded significantly on their hypothesized latent constructs for adoption and use as shown in Table 4. All scale items but one met the loading value cutoff of 0.7 on respective scales for inclusion in the model. Finally, discriminant validity was assessed by computing the square root of the AVE, as recommended by Fornell and Larcker [16]. The results of Table 5 confirm discriminant validity. The square root of the AVE for each construct is greater than the levels of the correlations involving the construct. Hypothesis test Table 6 and Figure 3 show the relationships among motivation factors, pleasure, and behavioral intention as hypothesized in the research model. The strong effects of relieving stress (H3a), recording one s history (H4a), and networking (H1a) on pleasure are noticeable; however, collecting information is not significantly associated with pleasure. Furthermore, the influence of pleasure on behavioral intention is the highest out of any motivation factors. The two motivation factors of networking and relieving stress are found to have significant impact on behavioral intention. The 98 Journal of Computer Information Systems Summer 2011

8 Table 6. Hypotheses and Results Coefficient Mean (M) S.D. S.E. T Statistics H 1a : Networking g Pleasure 0.201** H 1b : Networking g Behavioral intention 0.182** H 2a : Collecting information g Pleasure H 2b : Collecting information g Behavioral intention H 3a : Relieving stress g Pleasure 0.255** H 3b : Relieving stress g Behavioral intention 0.116* H 4a : Recording one s history g Pleasure 0.249** H 4b : Recording one s history g Behavioral intention to use SNS H 5 : Pleasure g Behavioral intention to use SNS 0.410** *p>0.05, **p>0.01 research model explained 37.8% of pleasure and 41.8% of behavioral intention to use SNS. Figure 3. The Result of Research Model 6. Conclusion This study was designed to explore the motivational factors of the SNS users through interviews and applying these factors to the intrinsic-extrinsic motivation framework. Findings from this result begin to offer a better understanding about the relation among motivation, emotional response, and continual intention to use SNS. The earlier studies on motivation have classified perceived usefulness as external motivation and perceived enjoyment as internal motivation; whereas, this study on SNS was not limited to these two motivation factors but explored more detailed motivational factors, and hence, extended the approach of intrinsic-extrinsic motivation. Four major motives for individuals to use SNS were identified: networking, collecting information, relieving stress, and recording one s history. Motivational factors of networking which include for friendship, communication with others, and collecting information are regarded as external motivation. This is due to the fact that valued outcomes were more relevant to responses to something apart from its own sake. Motivational factors of relieving stress and recording one s history pertain to personal interests and satisfaction and, thereby, are regarded as intrinsic motivation. Among these motivation factors, three factors explain that collecting information was associated with emotional response. Relieving stress had the greatest influence on the users pleasure followed by recording one s history and networking. The reason that collecting information did not affect pleasure may be due to its nature of utilitarian achievement. In other words, it appeared that the utilitarian (extrinsic) motivation did not directly affect emotional response. Two intrinsic motivation factors ( relieving stress and recording one s history ) were more highly associated with pleasure. Therefore, we could ascertain a linkage between intrinsic motivation and emotional benefit. Through our analysis of the determinant of the behavioral intention of SNS, we found that pleasure, networking, and relieving stress were significantly impacted. Pleasure had a greater influence than the networking and relieving stress factors which shows the importance of users emotional aspect regarding IS adoption. The results demonstrate that the pleasure of users being the strongest predictor of behavioral intention is in accordance with Kim et al. [29] study regarding mobile internet service. Although pleasure highly affects behavioral intention, four motivational factors affect emotion and behavioral intention differently. For example, the factor of recording one s history, which highly affects pleasure, does not have a significant relation with behavioral intention. The networking factor which shows a lower affect on pleasure than relieving stress and recording one s history has the most significant affect on behavioral intention. This can be interpreted that behavioral intention is significantly interrelated with pleasure but in other aspects, like cognition in addition to emotional aspects, could affect behavioral intention. Networking, the original primary purpose of SNS, could be highly related to behavioral intention. The highest mean score of networking among the four motivation factors support this. The result of relieving stress, which also has a significant impact on behavioral intention, shows that instinct motivation pursuing hedonic benefit determines the SNS users behavioral intention as well as extrinsic motivation of networking. We ascertained the importance of emotion and hedonic benefit in IS usage. The Summer 2011 Journal of Computer Information Systems 99

9 findings of this study offered several significant insights for SNS managers as ways to increase users motivation, particularly in terms of participation and loyalty. Networking and relieving stress were the motivational factors which significantly affected behavioral intention. In addition, the users feeling of pleasure showed great influence on behavioral intention. SNS managers will reap the benefits by implementing efforts to provide a valueadded service platform social community. Limitation and further research In this study, four motivation factors were presented. However, more various motivation factors can be added. As shown in the qualitative research, SNS could be used not only for maintaining genuine friendships, but also for career networking as well as job searches. Therefore, for a more comprehensive understanding of motivation of SNS, further research also should be conducted to examine users motivation of networking, the primary purpose of SNS. In addition, major SNS users in their 20s and 30s used SNS having different motivation factors combined. They posted their photos of a special visit including a tour attraction or a special restaurant to update others but they also posted their photos or written content on a private diary or album to reminisce past events or be comforted by good memories. Recording one s history could be a reflection of their psychological process. In other words, recording her/his writing or photos helped her/him to improve emotions such as show-off, relieved, comforted and etc., which would indicate the self-satisfaction of emotional statue they pursue. This study focused on positive emotional response of pleasure on SNS usage. However, more various emotions SNS users seek need to be explored. Sample in this research focused on main users of SNS, and group interviews were focused on teens, 20s, and 30s. In the main questionnaire survey, no more than five in their 40s and five in their 50s participated. One of research limitation of this study was sampled skewed toward specific ages (teen, 20s, and 30s). They are more limited to young students, professional, and employed. Motivational factors for collecting information do not have a significant relation with pleasure and behavioral intention. Collecting information is segmented into extrinsic motivation and utilitarian behavior of using SNS, which does not have an effect on pleasure and behavioral intention. This result also infers that networking motivation from extrinsic motivation may have close correlation with intrinsic motivation which includes psychological feelings of belonging and solidarity from networking. When a user networks on SNS, they feel a sense of belonging, which is indicative of the psychological status for the user s desire to be recognized by society. In this study, not being alienated was analyzed as relieving stress rather than the networking factor. Therefore, an in-depth study on networking and the users psychological reflections should be conducted. APPENDIX: In-depth (Group) Interview Questions 1-1. Have you ever signed up on any SNS sites such as minihomepages or blogs? 1-2. How long has it been since you signed up and been using mini-homepage and blogs? 2-1. How often do you visit your or others personal minihomepage or blog? 2-2. How long do you usually use mini-homepages or blogs every week? 3-1. What is the reason for having your own mini-homepage or blogs? 3-2. What would be beneficial to you by using mini-homepage or blog? 3-3. Can you describe any recent episodes regarding using minihomepage or blogs? 4. Do you suggest others to use mini-homepages or blogs? 5. What do you think homepage or blog does as tool for connecting with other people? 6-1. 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