Antecedents and gains of user participation in social media in Taiwan

Abstract

Social media provide a wide array of interactive functions which allow users to share and comment on content and personal status. While considerable work has been done on identifying factors which influence social media usage intention, few studies have empirically examined factors which cause users to share content, related group behaviors, and consequences of social media participation. This study develops an integrated model to explore these research questions. The proposed model is empirically evaluated using survey data collected from 389 social media users. Results suggest that altruism, expected reciprocal benefit and expected relationship are significant determinants of knowledge sharing intention. We-intention is determined by factors such as social norms, online self-presentation, social identity and knowledge sharing intention. Moreover, users obtain social support and social capital through social media participation. The findings may provide useful insights for social media platform managers and marketers.