The relationship between needs, motivations and information sharing behaviors on social media: focus on the self-connection and social connection

Abstract

Purpose

The purpose of this study is to investigate the factors that influence the information sharing behavior of individuals on social media. Furthermore, the study analyzes the effect that individuals’ self-connection to social media has on information sharing through self-efficacy and the effect of social-connection on information sharing through empathy.

Design/methodology/approach

A survey questionnaire was developed and distributed to social media users from general participants in the Republic of Korea. A total of 824 valid responses were obtained. Hypotheses were tested using structural equation modeling and applying SmartPLS 3.0.

Findings

The result indicated that individuals are motivated to share information through self-connection and social connection. Furthermore, the mediation analysis revealed that the effect of self-connection on information sharing in social media is mediated by self-efficacy. Also, social connection will increase information sharing not only directly but also indirectly through its positive effect on empathy.

Originality/value

The authors focused on the basic needs of humans and tried to reveal the relationship between human needs and motivational beliefs, which are self-efficacy and empathy, and information sharing behavior on social media. Through the individual's fundamental needs that social media can satisfy, individuals will gain positive psychological benefits through using social media. This study considered what psychological benefits social media can provide.

Citation

Kim, M., Jun, M. and Han, J. (2023), "The relationship between needs, motivations and information sharing behaviors on social media: focus on the self-connection and social connection", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 1, pp. 1-16. https://doi.org/10.1108/APJML-01-2021-0066