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The relationship between motivation and information sharing about products and services on Facebook

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  • Insu Cho
  • Heejun Park
  • Joseph Kichul Kim

Abstract

The purpose of this research is to explain the information-sharing process and investigate the intrinsic and extrinsic motivations that may induce information sharing on Facebook. Using the theory of planned behaviour, this research distinguishes between information-sharing intention and information-sharing behaviour. Based on self-determination theory, this research selects the extrinsic and intrinsic motivations that influence intention. Based on a survey of 233 South Korean Facebook users in their 20s and 30s, this research applies a structural equation modelling approach to develop the research model. All the intrinsic motivations are found to have a significant positive influence on information sharing about products and services. However, among the extrinsic motivations, only expected reciprocal relationship is found to have a significant positive influence on information-sharing intention. This research approaches Facebook empirically from a marketing perspective and suggests a strategic direction for marketers and Facebook managers.

Suggested Citation

  • Insu Cho & Heejun Park & Joseph Kichul Kim, 2015. "The relationship between motivation and information sharing about products and services on Facebook," Behaviour and Information Technology, Taylor & Francis Journals, vol. 34(9), pages 858-868, September.
    • Handle: RePEc:taf:tbitxx:v:34:y:2015:i:9:p:858-868
    DOI: 10.1080/0144929X.2014.988177
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    Cited by:

    1. Koryoe Anim-Wright & Rhodalene Amartey, 2024. "The Effect of Customer Citizenship Behavior and Customer Entitlement," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(2), pages 129-129, March.

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