A PLS-neural network analysis of motivational orientations leading to Facebook engagement and the moderating roles of flow and age
Despite engagement being a criterion for the success of initiatives on Facebook, there is a lack of conclusive evidence about its connections with the psychological and motivational orientations that lead one to use Facebook. Built upon the uses and gratifications theory, we develop an integrative a...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2020 |
| País: | España |
| Institución: | Universitat Oberta de Catalunya (UOC) |
| Repositorio: | O2, repositorio institucional de la UOC |
| OAI Identifier: | oai:openaccess.uoc.edu:10609/121746 |
| Acceso en línea: | http://hdl.handle.net/10609/121746 |
| Access Level: | acceso abierto |
| Palabra clave: | community belonging enjoyment self-presentation age flow engagement compromiso disfrute autopresentación edad flujo pertenencia comunitaria compromís gaudi autopresentació edat flux pertinença comunitària Neural networks (Computer science) Xarxes neuronals (Informàtica) Redes neuronales (Informática) |
| Sumario: | Despite engagement being a criterion for the success of initiatives on Facebook, there is a lack of conclusive evidence about its connections with the psychological and motivational orientations that lead one to use Facebook. Built upon the uses and gratifications theory, we develop an integrative and context-specific model that links engagement with enjoyment, self-presentation, and community belonging-identified as motivational orientations underlying Facebookers' behaviors. We also draw on current flow accounts and socioemotional selectivity theory to examine the potential moderating roles of both flow experiences and age differences. We validate the survey instrument and test the model on a sample of active Facebook users. Model testing and sensitive analysis is performed with a two-stage method that combines partial least squares (PLS) and artificial neural network analysis. The results provide strong support for the validity of the hypothesized causal, mediating and moderating relationships embodied in the model. The research also provides insights into practitioners seeking to enhance Facebookers' engagements and promote continued use of Facebook. |
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