Abstract
This study aims to explore the relationship among social influence, perceived value (i.e., utilitarian value, social value, and hedonic value), and usage intention in social networking sites (SNS), and further examine the mediating effect of perceived value on the relationship between social influence and usage intention. A structural equation modeling was used and 427 savvy SNS users in Taiwan were investigated. The study finds that social influence and utilitarian value both are not significant to usage intention, but social value and hedonic value are significant. Social influence is positively associated with utilitarian value, social value, and hedonic value, respectively. Moreover, social value and hedonic value both mediate the relationship between social influence and usage intention in SNS, but utilitarian value does not.
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