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

Insu Cho, Heejun Park and Joseph Kichul Kim

Behaviour and Information Technology, 2015, vol. 34, issue 9, 858-868

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.

Date: 2015
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DOI: 10.1080/0144929X.2014.988177

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