Investigation of information sharing via multiple social media platforms: a comparison of Facebook and WeChat adoption

Abstract

This study evaluates different antecedents affecting information sharing via multiple social media platforms on a large scale. In doing so, this research compares the effects of information sharing behavior factors via Facebook and WeChat adoption. The respondents were international students studying in two Chinese universities and are the frequent users of both social media platforms. At first, quantity data has been collected through an online survey. Second, in-depth interviews were conducted to get qualitative data. To test our model and hypotheses multigroup analysis and content analysis were used. All exogenous variables such as perceived usefulness (PU), perceived ease of use (PEOU), Technological innovation (INNO) and information sharing attitude (ATT) have a positive effect on information sharing behavior (BEH). In addition, the results indicated no difference effects of PU and ATT via multiple social media platforms (WeChat and Facebook). However the effect of PEOU on information sharing attitude varied via social media platforms (WeChat and Facebook). The author found positive and stronger relationship between PEOU and ATT which is significant for Facebook only. On the other hand, the positive relationship between INNO and ATT is significant and stronger for WeChat only. We found the least research about information sharing behavior via multiple social media platforms. Besides, this study describes the patterns of information sharing on Facebook and WeChat, simultaneously.