Gender and Hedonic Usage Motive Differences in Social Media Site Usage Behavior

ABSTRACT

This study investigates how the user's gender and hedonic usage motive differences influence evaluation and usage of social media sites. This study develops and tests a conceptual model that captures the relationship among four social media site usage determining factors, social media involvement, satisfaction, and usage intention. The moderating role of two user characteristics on the social media site usage behavior is also empirically tested. Structural equation analysis results show significant moderating effects of gender and the hedonic usage motive of users on the evaluation and usage behavior of social media sites. Managerial implications and future research directions are discussed.