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Some aspects of technology behaviour remain unclear, such as the generation of technology use and engagement. So, this study aims to address the following question: does engagement with technology drive the use of technology?or does the use of technology create the engagement with technology?

Based on the uses and gratifications theory, this study compares three alternative competing models that explain technology behaviour on a sample of 715 individuals, using the selection criteria proposed by Mathieson. A comprehensive analysis and comparison of three structural competing models on technology behaviour, namely, “use-and-engagement”, “use-to-engagement” and “engagement-to-use”, are presented.

Findings show that the “use-and-engagement” model provides a better explanation of technology behaviour and is superior to predict technology behaviour, suggesting that both technology engagement and use could be considered as consequences.

This study’s major contribution is the empirical examination of three structural competing models and the selection of the best explaining model of technology behaviour.

Algunos aspectos del comportamiento tecnológico permanecen sin aclarar, como la creación del uso e implicación hacia la tecnología. Así que abordamos la siguiente pregunta: ¿La implicación con la tecnología impulse su uso?, o ¿es el uso de la tecnología el que impulse la implicación?.

Basándonos en la Teoría de los Usos y Gratificaciones se han comparado tres modelos alternativos que compiten entre sí para explicar el comportamiento tecnológico, en una muestra de 715 individuos utilizando el criterio de selección propuesto por Mathieson. Se presenta un análisis y una comparación exhaustive de tres modelos estructurales competitivos sobre el comportamiento tecnológico, que son “uso-e-implicación”, “uso-para-la implicación” e “implicación-para-el uso”.

Los resultados muestran que el modelo “uso-e-implicación” proporciona la mejor explicación del comportamiento tecnológico y es superior para predecir el comportamiento tecnológico, lo que sugiere que tanto la implicación como el uso de la tecnología podrían considerarse como consecuencias.

Nuestra principal contribución es el análisis empírico de tres modelos estructurales competitivos y la selección del mejor de ellos para explicar el comportamiento tecnológico.

技术行为的某些方面仍然不清楚, 例如技术使用和参与的产生。因此, 我们意在解决以下问题：对技术的参与是否推动了技术的使用,还是技术的使用创造了技术的参与？

基于 “使用与满足 “理论, 我们使用马蒂森提出的选择标准, 在715人的样本上比较了三种解释技术行为的替代竞争模型。即我们对三个关于技术行为的结构性竞争模型, “使用和参与”、“使用到参与 ”和 “参与到使用 ”进行了综合的分析和比较。

研究结果显示, “使用和参与 “模型更好的解释了技术行为, 并且其优于预测技术行为, 这表明技术参与和使用都可以被认为是后果。

我们的主要贡献是对三个结构性竞争模型进行了实证检验, 并选择了对技术行为的最佳解释模型。

The purpose of this paper is to adopt the uses and gratifications theory to tourism.

The purpose of this paper is to develop a conceptual framework, which identifies intrinsic, social and extrinsic gratification factors as essential individual factors influencing users’ disclosure of personal information via mobile instant messaging (MIM) applications (apps). In addition, the author has examined whether gender affects those different factors of gratification.

Data are collected via paper-based survey from university students who use MIM in the United Arab Emirates. Structural equation modeling is used to test the hypotheses that are presented in the model.

The findings show that intrinsic gratifications (entertainment and escapism) and social gratifications (social interaction) have positive effects on the depth and breadth of self-disclosure via MIM apps. Additionally, women’s self-disclosure of personal information is positively affected by social influence, while men are not influenced by this type of gratification.

The study aims to enhance the current understanding of the limited research on the uses and gratifications approach within the context of MIM apps to identify the gratifications that motivate MIM apps users to disclose personal information.

The purpose of this paper is to analyse the determinants of social network use behaviour using Theory of Planned Behaviour (TPB) and Uses and Gratifications Theory.

A quantitative study was carried out with data gathered by personal interview using a structured questionnaire. Relationships proposed in the theoretical model were estimated through structural equation models. In total, 811 users of social networks over 14 and residents in Spain were part of the sample.

Results indicate that use attitude and the subjective norm, both TPB variables, directly and significantly influence social network loyalty. Thus, network loyalty can be achieved if the individual shows a favourable attitude towards use and receives positive feed-back (comments, opinions, etc.) from friends, acquaintances and other individuals in their environment. Perceived control has no influence on social network loyalty. Finally, this research highlights the importance of socialisation and entertainment as antecedents of social network attitude.

Social network use has been analysed globally and database includes users with very different profiles (e.g. Facebook and Tuenti) what may skew the results.

Individuals access social networks to establish social links with friends/family/acquaintances, seeking entertainment and fun, but they are never used to be fashionable or up-to-date. Given the importance of social relations, companies should motivate participation elements in their social networks profiles.

The paper presents a model that explains the formation of loyal social network customers, integrating TPB and Uses and Gratifications Theory to enable understanding of the role of these networks in individuals’ lives.

The purpose of this paper is to propose a robust framework for assessing motivations to use Twitter. Drawing on previous studies, diffusion of innovations, unified theory of acceptance and use of technology, and uses and gratifications frameworks were incorporated to capture the variety in Twitter gratifications.

This study explored the motivations to use Twitter through data mining and content analysis of #IUseTwitterBecause trending topic in Turkey. The sample was consisted of 4,465 tweets posted by 3,794 unique Twitter persona.

Findings revealed 13 distinct Twitter gratifications which were grouped under four main categories: content, process, social and technology. Process gratifications were found to be the strongest motives for using Twitter whereas content gratifications were the weakest. The current findings indicated that Turkish users engage with Twitter mostly for self-expression, escapism, and social interaction. Moreover, the study found a novel campaign gratification for using Twitter solely to make political or social agenda visible in the society.

The current study extends the previous literature on motivations in using social networking services from both analytical and methodological perspectives. The naturally occurring data and relatively large sample size in this study provides a deeper look into social media gratifications and yields more generalizable findings. Besides, this study contributes to the alleviation of conceptual confusions among the past social media gratification studies.

The purpose of this paper is to explore the factors affecting users’ continuous microblog usage intention. In recent years, the number of microblog users has gradually declined. This research can reveal microblog users’ needs and provide the improvement direction of microblog services.

By integrating Wixom and Todd’s theoretical framework, the Uses and Gratifications Theory and the DeLone and McLean Information System Success Model, a conceptual model is proposed. In this model, gratification is defined as a kind of behavioral attitude, and satisfaction is viewed as an object-based attitude. The survey data were collected online and analyzed using the partial least squares method.

The results suggest that users’ continuance intention (behavioral intention) is jointly determined by users’ gratification (behavioral-based attitude) and their habitual microblog usage behavior. Likewise, gratification is positively affected by satisfaction (object-based attitude) which is a joint function of system quality and information quality (object-based beliefs).

In this research, Wixom and Todd’s principle is applied as the basic theoretical framework; gratification is viewed as a behavior attitude and user satisfaction is identified as an object-based attitude. This research model is a new lens for continuance usage research.

Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental elements, gratifications and user pre-existing attitudes in VGS, this paper presents the development of an extended model of uses and gratification theory (EUGT) for predicting users' behavior in novel technological context.

The proposed model was empirically tested in VGS context due to its popularity, interactivity and relevance. Data collected from 308 VGS users and structural equation modeling (SEM) was employed to assess the hypotheses. Multi-model comparison technique was used to assess the explanatory power of EUGT.

The findings confirmed three significant types elements in determining VGS viewers' engagement, including gratifications (e.g. involvement), environmental cues (e.g. medium appeal) and user predispositions (e.g. pre-existing attitudes). The results revealed that emerging technologies provide potential opportunities for new motives and gratifications, and highlighted the significant of pre-existing attitudes as a mediator in the gratification-uses link.

This study is one of its kind in tackling the criticism on UGT of considering media users too rational or active. The study achieved this objective by considering environmental impacts on user behavior which is largely ignored in recent UGT studies. Also, by incorporating users pre-existing attitudes into UGT framework, this study conceptualized and empirically verified the higher explanatory power of EUGT through a novel multi-modal approach in VGS. Compared to other rival models, EUGS provides a more robust explanation of users' behavior. The findings contribute to the literature of UGT, VGS and users' engagement.

“Fake news” or misinformation sharing using social media sites into public discourse or politics has increased dramatically, over the last few years, especially in the current COVID-19 pandemic causing concern. However, this phenomenon is inadequately researched. This study examines fake news sharing with the lens of stimulus-organism-response (SOR) theory, uses and gratification theory (UGT) and big five personality traits (BFPT) theory to understand the motivations for sharing fake news and the personality traits that do so. The stimuli in the model comprise gratifications (pass time, entertainment, socialization, information sharing and information seeking) and personality traits (agreeableness, conscientiousness, extraversion, openness and neuroticism). The feeling of authenticating or instantly sharing news is the organism leading to sharing fake news, which forms the response in the study.

The conceptual model was tested by the data collected from a sample of 221 social media users in India. The data were analyzed with partial least squares structural equation modeling to determine the effects of UGT and personality traits on fake news sharing. The moderating role of the platform WhatsApp or Facebook was studied.

The results suggest that pass time, information sharing and socialization gratifications lead to instant sharing news on social media platforms. Individuals who exhibit extraversion, neuroticism and openness share news on social media platforms instantly. In contrast, agreeableness and conscientiousness personality traits lead to authentication news before sharing on the social media platform.

This study contributes to social media literature by identifying the user gratifications and personality traits that lead to sharing fake news on social media platforms. Furthermore, the study also sheds light on the moderating influence of the choice of the social media platform for fake news sharing.

The purpose of this paper is to examine specific gratifications obtained from using mobile instant messaging (MIM) applications by applying the uses and gratifications theory. This study explores the relationships between motivational factors, customer engagement and loyalty for existing WhatsApp subscribers in South Africa, as well as the moderating effect of application usage.

A descripto-explanatory research design was used in this quantitative study and 282 responses from an online survey were analysed. Structural equation modelling was used to test the study’s hypotheses.

The study reveals that utilitarian and hedonic motivation impact customer engagement positively in using WhatsApp, which, in turn, impacts loyalty. Social motivation in using WhatsApp bore no relationship with customer engagement. Furthermore, medium application usage moderates the link between customer engagement and utilitarian and hedonic motivation.

The study offers a greater understanding of customer engagement and motivational factors in the MIM environment. Future studies could consider more complex relationships with customer engagement in using MIM apps focussed on a younger generation.

MIM service providers should enhance customer engagement by tracking user activity and identifying customers who need to use an app more by targeting their utilitarian and hedonic needs through sophisticated marketing strategies.

This research enriches the understanding of key motivational factors impacting customers’ continued engagement towards using MIM, as opposed to the adoption thereof.

The purpose of this paper is to adopt the uses and gratifications theory (Katz et al., 1974) to understand the phenomenon of relationship building on Facebook. In addition to company-related uses and gratifications, self-related uses and gratifications – expressing self-concept and seeking social interactions and entertainment – were identified. Company reputation and tribalism were incorporated in the theoretical model as underlying mechanisms to explain the effect of the company Facebook page usage on relationship building and engagement behaviors.

A survey was conducted in a Southeastern university in the USA with 459 college students. A three-phased model was proposed and analyzed using structural equational modeling.

The study results demonstrated that the use and gratification of expressing self-concept led to better perceptions of company tribalism and improved relational outcomes (trust and satisfaction). Company-related uses and gratifications, on the other hand, increased trust and satisfaction by increasing perceived company reputation. Satisfaction was found to significantly encourage individuals’ word-of-mouth activities about the company as well as Facebook engagement.

Although extensive research has been conducted on the topic of companies’ social media pages, most prior studies focused on company communication practices and strategies. This study explored this phenomenon from the public’s perspective regarding various usage motivations and patterns. Company tribalism, as a relatively new concept, was introduced to explain how expressing self-concept through companies’ social media pages could benefit relationship building and eventually result in engagement behaviors.