Hedonic and Utilitarian Motivations of Social Network Site Adoption

a different age group. For example, it is possible that, in contrast to our findings, the influences of
Perceived Ease of Use on Behavioral Intention to Use and Perceived Usefulness are significant for
older people that are not experienced with the Internet, or for new users of SNSs. Hence, future
studies should test the influences of Perceived Enjoyment, Perceived Usefulness, and Perceived
Ease of Use using different sample structures in order to improve our understanding of the
determinants of SNS adoption within different demographic groups.
Despite these limitations, our empirical study supports our argumentation that SNSs are dual
information technologies determined both by hedonic and utilitarian motivations. Hence, future
studies should consider both the hedonic and utilitarian aspects of SNSs.
References
1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision
Processes, 50 (2), 179-211.
2. Ajzen, I. and Fishbein, M. (1980). Understanding attitudes and predicting social behavior.
Prentice-Hall, Englewood Cliffs, NJ.
3. Alarcón-Del-Amo, M.-D.-C., Lorenzo-Romero, C. and Gómez-Borja, M.-A. (2012). Analysis
of acceptance of social networking sites. African Journal of Business Management, 6 (29),
8609-8619.
4. Alexa (2012). Top sites. http://www.alexa.com/topsites/global (Accessed 2012-12-31).
5. Bagozzi, R.P., Gopinath, M. and Nyer, P.U. (1999). The role of emotions in marketing. Journal
of the Academy of Marketing Science, 27 (2), 184-206.
6. Batra, R. and Ray, M.L. (1986). Affective responses mediating acceptance of advertising.
Journal of Consumer Research, 13 (2), 234-249.
7. Bonds-Raacke, J. and Raacke, J. (2010). Myspace and facebook: Identifying dimensions of uses
and gratifications for friend networking sites. Individual Differences Research, 8 (1), 27-33.
8. Boyd, D.M. and Ellison, N.B. (2007). Social network sites: Definition, history, and scholarship.
Journal of Computer-Mediated Communication, 13 (1), 210-230.
9. Brief, A.P. and Aldag, R.J. (1977). The intrinsic-extrinsic dichotomy: Toward conceptual
clarity. Academy of Management Review, 2 (3), 496-500.
10. Byrne, B.M. (2001). Structural equation modeling with amos: Basic concepts, applications, and
programming. Lawrence Erlbaum Associates, Mahwah, NJ.
11. Chang, S.-H., Chou, C.-H. and Yang, J.-M. (2010). The literature review of technology
acceptance model: A study of the bibliometric distributions. PACIS 2010 Proceedings. Paper
158.
12. Chesney, T. (2006). An acceptance model for useful and fun information systems. Human
Technology, 2 (2), 225-235.
13. Childers, T.L., Carr, C.L., Peck, J. and Carson, S. (2001). Hedonic and utilitarian motivations
for online retail shopping behavior. Journal of Retailing, 77 (4), 511-535.
14. Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of
information technology. MIS Quarterly, 13 (2), 319-340.
15. Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1989). User acceptance of computer
technology: A comparison of two theoretical models. Management Science, 35 (8), 982-1003.
16. Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1992). Extrinsic and intrinsic motivation to use
computers in the workplace. Journal of Applied Social Psychology, 22 (14), 1111-1132.
12