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دسته بندی:
شبکه های اجتماعی - Social Networks
سال انتشار:
2017
عنوان انگلیسی مقاله:
Why men and women continue to use social networking sites: The role of gender differences
ترجمه فارسی عنوان مقاله:
چرا مردان و زنان همچنان از سایت های شبکه های اجتماعی استفاده می کنند: نقش تفاوت های جنسیتی
منبع:
Sciencedirect - Elsevier - Journal of Strategic Information Systems, Corrected proof. doi:10.1016/j.jsis.2017.01.004
نویسنده:
Hanna Krasnova a,⇑, Natasha F. Veltri b, Nicole Eling c, Peter Buxmann c
چکیده انگلیسی:
Organizations increasingly use social media and especially social networking sites (SNS) to
support their marketing agenda, enhance collaboration, and develop new capabilities.
However, the success of SNS initiatives is largely dependent on sustainable user participa
tion. In this study, we argue that the continuance intentions of users may be gender
sensitive. To theorize and investigate gender differences in the determinants of continu
ance intentions, this study draws on the expectation-confirmation model, the uses and
gratification theory, as well as the self-construal theory and its extensions. Our survey of
488 users shows that while both men and women are motivated by the ability to self
enhance, there are some gender differences. Specifically, while women are mainly driven
by relational uses, such as maintaining close ties and getting access to social information
on close and distant networks, men base their continuance intentions on their ability to
gain information of a general nature. Our research makes several contributions to the dis
course in strategic information systems literature concerning the use of social media by
individuals and organizations. Theoretically, it expands the understanding of the phe
nomenon of continuance intentions and specifically the role of the gender differences in
its determinants. On a practical level, it delivers insights for SNS providers and marketers
into how satisfaction and continuance intentions of male and female SNS users can be dif
ferentially promoted. Furthermore, as organizations increasingly rely on corporate social
networks to foster collaboration and innovation, our insights deliver initial recommenda
tions on how organizational social media initiatives can be supported with regard to
gender-based differences.
Keywords: Gender | Social networking sites | Facebook | Continuance intention | Satisfaction | Uses and gratifications | Gendered self-construal
Relational interdependence | Collective interdependence
قیمت: رایگان
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