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

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2015-09-01
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DE OLIVEIRA, M. J.
Huertas, M.K.Z.
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Computers in Human Behavior
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DE OLIVEIRA, M. J.; HUERTAS, M. K. Z. Does Life Satisfaction influence the intention (We-Intention) to use Facebook?. Computers in Human Behavior, v. 50, p. 205-210, sept. 2015.
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© 2015 Elsevier Ltd. All rights reserved.Several studies have investigated a variety of factors affecting use of social networking sites (SNSs), but the investigation of these factors is still under development. In this study, we aim 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. The previous models has Subjective Norm, Group Norms, Social Identity, Purposive Value, Self-Discovery, Maintaining Interpersonal Interconnectivity, Social Enhancement, Entertainment Value and Social Presence as the predictor variables. An online survey with Brazilians (n = 1111) was conducted. Our structural equation modeling reveals that Life Satisfaction influence on We-Intention is mediated by Subjective Norm, Group Norm, Social Identity, Entertainment Value, and Maintaining Interpersonal Interconnectivity (R-squared value is 0.36). Our findings, while consistent with existing literature in terms of theories, reveal different arrangements among factors influencing Brazilian consumers' behavior.

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