Gratifications and social network service usage: The mediating role of online experience
Authors: Huang, Lan-Ying; Hsieh, Ying-Jiun; Wu, Yen-Chun Jim
Journal: Information & Management (2014)
This paper incorporates dual theories from communication research (uses and gratifications) and psychology research (online flow) to examine consumer behavior in using social network services. Particularly, the study proposes that consumer online experience of interaction and arousal serves as the mediator between social motivations and use behaviors. The empirical results indicate that arousal fully mediates the relationship between social gratifications and partial mediators between social gratifications and the intention to revisit social networking websites.