A4 Article in conference proceedings
Rolling or Scrolling? The Effect of Content Type on Habitual Use of Facebook (2020)


Köse, Dicle Berfin (2020). Rolling or Scrolling? The Effect of Content Type on Habitual Use of Facebook. In PACIS 2020 : Proceedings of the 24th Pacific Asia Conference on Information Systems. Information Systems (IS) for the Future. Association for Information Systems. https://aisel.aisnet.org/pacis2020/57/


JYU authors or editors


Publication details

All authors or editors: Köse, Dicle Berfin

Parent publication: PACIS 2020 : Proceedings of the 24th Pacific Asia Conference on Information Systems. Information Systems (IS) for the Future

Conference:

Pacific Asia Conference on Information Systems

Place and date of conference: Virtual conference, 20.-24.6.2020

eISSN: 2689-6354

Publication year: 2020

Publisher: Association for Information Systems

Publication country: United States

Publication language: English

Persistent website address: https://aisel.aisnet.org/pacis2020/57/

Open Access: Publication channel is not openly available

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/71439


Abstract

The paper investigates how content type (i.e., hedonic and utilitarian content) is related to satisfaction, habitual use, use intensity and discontinued use intentions in the context of social media services. The research model was empirically tested using a survey study (n = 142) that was conducted among Facebook users. The results show that hedonic content is a strong predictor of habitual use of and satisfaction with Facebook. In turn, utilitarian content has a positive effect on satisfaction; however, it does not significantly affect habitual use. Additionally, habit affects use intensity more than satisfaction but has no significant effect on discontinued use intention. These results suggest that emphasizing hedonic content might be more effective in creating habitual use of a system. However, the balance between hedonic and utilitarian content should be arranged so that it is optimum for user satisfaction and does not cause excessive use of the system.


Keywords: social media; Facebook; use; hedonism; pleasure; utilitarianism; benefit; utilisation; usage study

Free keywords: hedonic content; utilitarian content; habit; social media services; Facebook; dual information systems; use intensity; discontinued use intention; satisfaction


Contributing organizations


Ministry reporting: Yes


Last updated on 2020-18-08 at 15:05