Abstract
Applying Technology Acceptance Model (TAM) and Elaboration Likelihood Model (ELM), we investigated the effects of content type (utilitarian vs. hedonic) on individuals' involvement and intention to subscribe/promote a company's SNS. An experiment was conducted with 171 participants. We found that utilitarian content worked better for highly involved individuals than hedonic content, but hedonic content increased individuals' situational involvement with a company's SNS more than utilitarian content among low-involved people. Both situational and enduring involvements influenced intention to subscribe to and continuously promote the company's SNS. Theoretical and practical implications are discussed further.
Original language | English (US) |
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Pages (from-to) | 223-232 |
Number of pages | 10 |
Journal | Computers in Human Behavior |
Volume | 60 |
DOIs | |
State | Published - Jul 1 2016 |
Externally published | Yes |
Keywords
- Content type
- ELM
- Involvement
- SNSs
- Social media
- TAM
- WOM intention
- WoM
ASJC Scopus subject areas
- Arts and Humanities (miscellaneous)
- Human-Computer Interaction
- General Psychology