Testing alternative models of individuals' social media involvement and satisfaction

  • Authors:

  • Jeen-Su Lim;Abdulrahman Al-Aali;John H. Heinrichs;Kee-Sook Lim

  • Affiliations:

  • Marketing and e-Commerce, The University of Toledo, Toledo, OH 43606, United States;International Business and Marketing, College of Business Administration, King Saud University, Riyadh, Saudi Arabia and MOT-MBA and Ph.D. Programs, College of Business Administration, King Saud U ...;Management and Information Systems, Wayne State University, Detroit, MI 48202, United States;Information Operations and Technology Management, The University of Toledo, Toledo, OH 43606, United States

  • Venue:
  • Computers in Human Behavior
  • Year:
  • 2013

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Abstract

This study extends the Technology Acceptance Model 3 (TAM 3) within the context of the rapidly evolving area of social media. Since social media requires the user's active participation and processing of information as well as the creation of user-generated content, this timely study introduces the two relevant constructs of social media involvement and social media satisfaction that are associated with TAM 3. This study then develops three alternative conceptual models and empirically validates each of them using datasets obtained from the United States and Saudi Arabia. The LISREL analysis results show that the Dual Mediation Impact model is the best-fit model for both datasets. Further, the results show that a user's social media involvement and social media satisfaction are dual mediators of the TAM 3 factors on social media usage intention. While the two country data show some differences in the strength of the relationships in the Dual Mediation Impact model, the identified model provides a common framework for global use. Implications and future research directions are discussed.