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The asymmetric effect of online social networking attribute‐level performance

Margaret L. Sheng (Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan)
Chia‐Lin Hsu (Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan)
Cou‐Chen Wu (Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 23 August 2011

Abstract

Purpose

The purpose of this paper is to examine the asymmetric effect of negative and positive attribute‐level performance (i.e. effort expectancy, performance expectancy, social influence, facilitating conditions, flow experience, and satisfaction) of online social networking (OSN) on behavioral intention.

Design/methodology/approach

An investigation of behavioral intention in OSN was conducted, with a total of 482 effective questionnaires collected. The psychometric properties of the measures were investigated and a dummy‐variable regression model was applied to estimate the regression coefficients.

Findings

The results confirm that the importance of asymmetrical effect is not equivalent for different attributes. Negative performance on performance expectancy, effort expectancy, flow experience, and satisfaction had a larger effect on behavioral intention than positive performance. In contrast, positive performance on social influence and facilitating conditions had a larger effect on behavioral intention than negative performance.

Originality/value

This paper adds to the extant literature by offering an empirical investigation of the asymmetric effect of OSN attribute‐level performance on behavioral intention. Furthermore, by focusing on the positive‐negative asymmetry effect, the proposed model also significantly increases the value of OSN through an understanding of behavioral intention and its antecedents.

Keywords

Citation

Sheng, M.L., Hsu, C. and Wu, C. (2011), "The asymmetric effect of online social networking attribute‐level performance", Industrial Management & Data Systems, Vol. 111 No. 7, pp. 1065-1086. https://doi.org/10.1108/02635571111161299

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited