Does Life Satisfaction influence the intention (We-Intention) to use Facebook?

Does Life Satisfaction influence
the intention
(We-Intention) to use
Facebook?
Portsmouth, January 27th, 2016
Dr. Mauro de Oliveira – Centro Universitário da FEI, São Paulo, Brazil
Dr. Melby K. Zuniga Huertas - Centro Universitário da FEI, São Paulo, Brazil

Does Life Satisfaction influence the intention
(We-Intention) to use Facebook?
 Presentation Content
 Initial Model
 Theorical Framework
 Research
 Outcomes
 Conclusions

SNS has become one
of the biggest
phenomena in the
communication and
interaction history.
(Cheung, Chiu & Lee, 2011)

What the theory says about
the motivation
Social networking sites
to use

The literature review found four
types of behavior and intentions of
use of social networking sites.

 Demographic data
 Network features
 Psychological Factors
 Sociological Factors

 Demografic data
 Características da rede
 Fatores psicológicos
 Fatores sociológicos
Age, gender, personal characteristics and
income.
(Hargittai, 2007; Raacke; Bonds-Raacke, 2008; Barker, 2009;
Hargittai, 2010; Junco, 2013; Joiner et al., 2014);

 Network features
Utility, connectivity, security, trust, privacy
and network externalities, among others.
(Tufekci, 2008; Sledgianowski; Kulviwat, 2009; Shin, 2010; Aluri,
2011; Chakraborty; Vishik; Rao, 2013; Külcü; Henkoglu, 2014)

 Psychological Factors
psicológicos
Personality, mental health, need for
cognition, Life Satisfaction, internal and
external motivations, participation and
self-esteem.
(Ashford & Lecroy, 2013; Buffardi & Campbell, 2008; Steinfeld,
Ellison & Lampe, 2008; Ross et al., 2009; Carpenter, 2012; Ru-de Liu, 2013;
Błachnio, Przepiórka & Rudnick, 2013; Lee, Ahn & Kim, 2014)

 Sociological Factors
Social influence factor, social connectivity,
social presence, networking e social
capital.
(Stein & Wanstreet, 2003; Lin & Lu, 2011; Seraj, 2012; Antoci,
Sabatini & Sodini, 2012; Lee, 2013; Scott, 2014).

The psychological and
sociological factors are the most
appropriate to study the intentions of use
of social networking sites, because define
more precisely the dynamics of
consumption, behavioral point of view.
(Anderson & Kleiner,1995,Cheung et al., 2011)

What is the
purpose of this
article?

To contribute to the
literature by extending
and testing an existent
conceptual model in a
new context, including
Life Satisfaction as an
independent variable to
explain the intention
(We-Intention) to use
Facebook.

Theorical Framework

We used the concept of
social influence and
participation of
consumers in virtual
networks
(Dholakia, Bagozzi, & Pearo, 2004)

Social influence model of virtual community participation
Dholakia, Bagozzi and
Pearo (2004).

and applied the model
of intentional social
action in SNS, we-
intention
(Cheung, Chiu, & Lee, 2011).

Research Model on intentional social action
in online social networks (We-Intention to use
Facebook)
(CHEUNG; CHEE; LEE, 2011)

Tuomela (1995; 2005)
We-intention is a special type of
intension, where those involved wish to
take action together/participate.

The theory of Social Influence study the multiple
dimensions of individual commitment and are three:
Compliance, Internalization and Identification.
Kelman (1976)

Subjective Norm (compliance), Group
Norms (internalization) e Social Identity
(identification) (Dholakia, Bagozzi, & Pearo, 2004)
are the most suitable to study activities
online (Cheung, Chiu, & Lee, 2011).

Uses & Gratification Theory
How different people can use the same
message for diverse purposes.
(Katz, Hass, & Gurevitch, 1973)

Uses & Gratification Theory
The main goal of this paradigm is to
explain the reasons for choice a
communication media.
(Cheung, Chiu, & Lee,2011)
and search/choices on the Internet.
(Ferguson & Perse, 2000; Flanagin & Metzger,
2001; Wu & Wang; Tsai, 2010; Kim, Sohn, & Choi,
2011; Giannakos & Chorianopoulos, 2012).

Purposive Value
value derived from accomplishing some pre-determined
informational and instrumental purpose
Social Enhancement
value that a participant derives from gaining acceptance and
approval of other members.
Self-Discovery
understanding and deepening salient aspects of one’s self
through social interactions.
Maintaining interpersonal interconnectivity
Social benefits from establishing and maintaining contact with
other people, friendship
Entertainment Value
to fun and relaxation through playing or otherwise interacting
with others
(Cheung; Chiu, & Lee, 2011)

Social Presence is a measure of how a user
experiences the feeling of having someone else in
the same environment (when it is mediated).
(Short, Willians, & Christie, 19

A variable not considered in the
research model on “Intentional
Social Action Intentional” in online
social networks, but directly related to
the use of social networking sites is
Life Satisfaction.

Life Satisfaction
Life Satisfaction: subjective happins or personal
contentment.
(Dienner, Emmons, & Griffin, 1985)
It is an individual subjective
assessment of how much needs, major
goals and derires were satisfied.
(Frisch et al., 1992).

Life Satisfaction
Is determined by the social ties of the
individuals (Kahneman & Krueger, 2006)
Is also associated with interpersonal
communication (Diener & Pavot, 1991)
Is positively associated with Empathic
social skills (Chan, 2014)
Could be a consequence of actively
participation in social networks
(Valkenburg, Peter, & Schouten, 2006)

In most studies Life Satisfaction is
the dependent variable.
Social
Networking
Use
Life
Satisfaction
Life
Satifaction
Social
Networking
Use
Few studies use as a predictor of the social networking
sites

So...
What’s the role of
Life Satisfaction
regarding the use
of Social Networks
Sites?

Methodology and Hypothesis

H1. Life Satisfaction (LS) will positively influence
the Subjective Norm (SN) to a higher level of
We-Intention (INT) to participate in a SNS.
H2. Life Satisfaction (LS) will positively
influence the Social Identity (SI) to a higher level
of We-Intention (INT) to participate in a SNS.
influence the Group Norm (GN) to a higher level
of We-Intention (INT) to participate in a SNS.
influence the We-Intention (INT) to participate in
a SNS.
Hypothesis

H5. A stronger Subjective Norm (SN) leads
to a higher level of We-Intention (INT) to
participate in a SNS.
H6. Stronger Group Norms (GN) lead to a
higher level of We-Intention (INT) to
H7. A stronger Social Identity (SI) leads to
a higher level of We-Intention (INT) to
Hypothesis

H8: The level of Social Enhancement (SE) for the
use of SNS positively affects We-Intention (INT) to
use SNS.
H9: The level of Self-Discovery (SD) for the use of
SNS positively affects We-Intention (INT) to use
SNS..
H10: The level of Entertainment Value (EV) for the
use of SNS positively affects We-Intention (INT) to
use SNS.
H11: The level of Maintaining Interpersonal
Interconnectivity (MII) for the use of SNS positively
affects We-Intention (INT) to use SNS.
H12: The level of Purposive Value (PV) for the use
of SNS positively affects We-Intention (INT) to use
SNS.

H13: A higher level of Social
Presence (SP) leads to a higher
level of We-Intention (INT) to
Hypothesis

Theoretical References
Authors Idea
Bagozzi & Dholakia
(2002)
We-intention is a commitment of an
individual to participate in a joint action
Dholakia, Bagozzi, &
Pearo (2004)
Used Social Influence and Uses and
Gratifications theories to explain
participation of consumers in virtual
networks
Cheung, Chiu, & Lee
(2011)
Added the Social Presence theory to
explain participation of consumers in
virtual networks

The Research Model and Hypothesis
Entert.
Value
Maint. Int.
Interc.
Purposive
Value
Social
Presence
Self
Discovery
Self
Social
Identity
Satisfaction
with Life
Group
Norms
Subjective
Norm
Social
Enhancement

Type of Research
Quantitave
SEM -Structural
Equation Model
Data Collection
Instrument
On-line
questionnaire
Data Analysis
Structural Equation
Modeling(PLS)
Research Method
Search conducted 6th February to 6th Abril 2014

Facebook was
chosen for its
relevance and
popularity on the
world stage.
(Nadkarni & Hofmann,
2012; Ong, et al., 2011)

Results

Total Sample: 1,111 Brazilian respondents
68.4%31.6%
average age of
the sample
25.56 years old
(SD = 9.93)
16 - 24 years old
(54% of the sample)
Educational levels:
27% high school
51% higher education

Assessment of the measurement model
i. Item loading
ii. Composite reliability
iii. Convergent validity
iv. Discriminant validity

R2=35,7%

5000 bootstrapping

Path Coefficient t-value Hypotheses Conclusion
SL -> SN 0.1503 4.6852** H1 Supported
SL -> SI 0.2665 9.0915** H2 Supported
SL -> GN 0.1335 4.2069** H3 Supported
SL-> INT -0.0206 0.7506 H4 NS
SN -> INT 0.199 6.0338** H5 Supported
GN -> INT 0.1872 5.3574** H6 Supported
SI -> INT 0.252 7.0662** H7 Supported
SE -> INT -0.0597 2.1532* H8 NS
SD -> INT 0.0338 1.1006 H9 NS
EV -> INT 0.1379 4.572** H10 Supported
MII -> INT 0.0838 2.2983* H11 Supported
PV -> INT 0.0051 0.1675 H12 NS
SP -> INT 0.0105 0.3253 H13 NS
Results of the Structural Model (R2=0.36)
* p< 0.05 | ** p<0.01

The Research Model
Entert.
Value
Maint. Int.
Interc.
Purposive
Value
Social
Presence
Self
Discovery
Self
Social
Identity
Life
Satisfaction
Group
Norms
Subjective
Norm
Social
Enhancement
The model accounts
for 36% of the variation
in We-intention
to use SNS.

Conclusions
Facebook users in Brazil have a sense of
approval by their friends to use Facebook
because they where influenced to find
people who are important to them
With Life Satisfaction, the effects of social
influence factors were stronger.
Individuals in Brazil are more concerned with
interconnectivity and entertainment factors, than with
only Social Presence.

Knowing the engine that drives
this social environment and its
dynamics are critical for
company seeking a good
relationship with your brand
and success with your
audience.

When people are more satisfied, increase your
social influence. Therefore, this can help a
company determine the best time to promote
their products and services.

With Life Satisfaction, the effects of Social
Influence factors have become stronger. For
Brazilians, Facebook would be not only an SNS
(for sharing data and information), but a place
where relationships are established and
maintained.

 Concentration only on
Facebook, thus cannot
be generalized to all
SNS.
 Audience consisted
mostly of students.
1.

For future
studies...

Future Studies
Cluster
Analysis
Compare
other SNS
Study SNS
Habits of
Professionals

Thank you
for your
attention!
Mauro José de Oliveira
Prof. Dr.
Centro Universitário da FEI,
São Paulo, Brazil
maurojornalista@fei.edu.br
Melby K. Zuniga Huertas
Prof. Dr.
Centro Universitário da FEI,
São Paulo, Brazil
mhuertas@fei.edu.br

"What we know is a drop.
What we ignore is the ocean.“ (Isaac Newton)
Prof. Dr. Mauro de Oliveira @maurojornalista
Many thanks!
http://pt.slideshare.net/maurojornalista
Prof. Dr. Mauro de Oliveira
https://www.researchgate.net/profile/Mauro_De_Oliveira2/reputation

Does Life Satisfaction influence the intention (We-Intention) to use Facebook?

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