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Social networking sites users' affective commitment: A combined view

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  • Zhang, Nan
  • Wang, Chong
  • Xu, Yan

Abstract

Social networking site has become ubiquitous in just a few years. Their success depends on users' intention to adopt and willingness to continue investing their time and attention in this media in the absence of formal contract. This study investigates the formation of people's affective commitment toward their online communities. Drawing on commitment theory and social network theory, I argue that the users' social network structure, specifically, online offline network overlapping, can influence the formation of their affective commitment toward the online community. Researchers seeking to understand users' behaviors on social networking sites can benefit from this study by considering the effect of network structure in their studies. Sites managers may also use our results to develop better functions for their users.

Suggested Citation

  • Zhang, Nan & Wang, Chong & Xu, Yan, 2012. "Social networking sites users' affective commitment: A combined view," 19th ITS Biennial Conference, Bangkok 2012: Moving Forward with Future Technologies - Opening a Platform for All 72542, International Telecommunications Society (ITS).
  • Handle: RePEc:zbw:itsb12:72542
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    References listed on IDEAS

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    3. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    4. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    5. Naresh K. Malhotra & Sung S. Kim & Ashutosh Patil, 2006. "Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research," Management Science, INFORMS, vol. 52(12), pages 1865-1883, December.
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    Keywords

    social networking site; social media; affective commitment; network overlapping;

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