SNS Adoption for Consumer Active Information Search (AIS) - the Dyadic Role of Information Credibility

ABSTRACT

Social network sites are used by consumers to search for information before making purchase decisions. While most research has investigated what motivates consumers to share their experiences with others and its effect on consumer behavior, the current study focuses on consumer active information search (AIS), that is, explicit consumer requests for information on SNS. This study integrates information credibility with a modified and customized UTAUT2 (Unified Theory of Acceptance and Use of technology2) to explain the consumer use of SNS for active information search. Data were collected using a representative sample of 729 Facebook users and was analyzed using Structural Equation Modeling (SEM).

The results provide support for the extended UTAUT2 model and confirm its robustness in predicting consumer intention to adopt SNS as a vehicle for AIS. Moreover, the research emphasizes the centrality of information credibility and its dyadic role as an antecedent and a moderator in the adoption process.

Acknowledgments

We thank the support of the Institute for the study of new media, politics and society in the School of Communication in Ariel University.

Additional information

Notes on contributors

Ofrit Kol

Ofrit Kol is a faculty member in the School of Communication at Ariel University. She has a field experience in marketing managemnt. Here research focuses on Consumer behavior in digital environments and in online shopping, and Marketing communication.

Israel D. Nebenzahl

Israel D. Nebenzahl is a proffessor emeritus and the former Dean of the Faculty of Social Sciences and Humanities at Ariel University. His research interest includes national and country image effects. He coauthored the two editions of National Image and Competitive advantage, Copenhagen Business School Press, 2001, 2006.

Azi Lev-On

Azi Lev-On is a faculty membre in the School of Communication at Ariel University. His research focuses on the social and political uses and impact of the Internet and social media.

Shalom Levy

Shalom Levy is a senior lecturer in marketing in the Department of Economics and Business Administration at Ariel University. Previously, he worked as a media manager and head of planning and research in advertising companies. His research interest includes eWOM, Social media, Social commerce and Marketing communications.