Understanding link sharing tools continuance behavior in social media
| Published date | 13 February 2017 |
| Date | 13 February 2017 |
| DOI | https://doi.org/10.1108/OIR-08-2015-0261 |
| Pages | 119-133 |
| Author | Jianjun Sun,Dongfang Sheng,Dongxiao Gu,Jia Tina Du,Chao Min |
| Subject Matter | Library & information science,Information behaviour & retrieval,Collection building & management,Bibliometrics,Databases,Information & knowledge management,Information & communications technology,Internet,Records management & preservation,Document management |
Understanding link sharing
tools continuance behavior in
social media
Jianjun Sun and Dongfang Sheng
School of Information Management, Nanjing University, Nanjing, China
Dongxiao Gu
School of Management, Hefei University of Technology, Hefei, China
Jia Tina Du
School of Information Technology and Mathematical Sciences,
University of South Australia, Adelaide, Australia, and
Chao Min
School of Information Management, Nanjing University, Nanjing, China
Abstract
Purpose –The purpose of this paper is to investigate the continued use behavior (CU) of link sharing tools
based on uses and gratifications theory, the theory of planned behavior and expectation confirmation theory.
It then builds a conceptual model that is empirically tested.
Design/methodology/approach –Data were collected from 343 students (undergraduates, masters, PhD
students, and MBAs) from three Chinese universities via a two-phrase survey. The tools SPSS 18.0 and
AMOS 18.0 were used to analyse the reliability, validity, model fits and SEM, respectively.
Findings –The results indicate that an individual’s CU of link sharing tools was determined by his or her
continueduse intention directlyand subjective normindirectly. Users’satisfactionon link sharing tools was the
main factor affecting the continuance intention. Individuals’motivation needs such as cognitive needs, personal
integrative needs, and social integrative needs were found to be the significant predictors of his or her
satisfaction. Besides,people with high privacy concern tended to have less satisfaction with linksharing tools.
Originality/value –This study explores users’CU of link sharing tools in social media for the first time. The
theoretical model developed shows the predictors behind people’s CU.
Keywords Social media, Satisfaction, Continued use behaviour, Link sharing tools, Motivation needs
Paper type Research paper
Introduction
Link sharing tools is a critical feature that has emerged to adapt to socialization demand for
traditional internet server providers (ISP) in social media. It often seems like a keystroke
that allows the dissemination of content via hyperlinks from websites like Yahoo.com and
BBC.com to social media such as Facebook, LinkedIn, Twitter and WeChat, and
simultaneously directs potential content consumers from social media to ISP. Consequently,
we define link sharing tools as a plug-in technique or software with which individuals can
conveniently share information (e.g. news, images, and videos) from ISP to social media by
submitting hyperlinks.
Apparently, it is a reciprocal function for both ISP and social media. Amount of
high-quality content selected by users from ISP will enrich and contribute to social media
content as well as increase user activity. Meanwhile, for ISP as content providers, the link
Online Information Review
Vol. 41 No. 1, 2017
pp. 119-133
© Emerald PublishingLimited
1468-4527
DOI 10.1108/OIR-08-2015-0261
Received 8 August 2015
Revised 30 January 2016
Accepted 15 April 2016
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/1468-4527.htm
This research is partially supported by the National Natural Science Foundation of China under grant
with No. 71273125, China National Social Science (Major Program) grant with No. 12&ZD221, Anhui
Provincial Philosophy and Social Science Planning Fund Program with No. AHSKQ2014D23, and
Anhui Provincial Department of Education Humanities and Social Science Foundation with
No. SK2013A148.
119
Understanding
link sharing
tools
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