Dimensionalidad y efectos de la motivación de la información en la aceptación de la publicidad de las redes sociales online de los usuários

IMRAN ANWAR MIR mr.imran.mir@gmail.com

Federal Urdu University of Arts, Science and Technology, Islamabad, Pakistan

CONTRIBUTION AND IMPLICATIONS

Unlike earlier investigations, this study identified the dimensions of SNS information motivation. Furthermore, it applied UGT to theorize and operationalize both the mediated and direct impacts of SNS information motivation on SNS users’ notibanner ad clicking behavior. Previous research (e.g., Chi, 2011Chi, H-H. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61. doi:10.1080/15252019.2011.10722190
https://doi.org/10.1080/15252019.2011.10... ; Taylor et al. 2011Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: Do ads work on social networks? How gender and age shape receptivity. Journal of Advertising Research, 51(1), 258-275. doi:10.2501/JAR-51-1-258-275
https://doi.org/10.2501/JAR-51-1-258-275... ) focused only on SNS users’ attitude toward SNS advertising. Moreover, this research examined the influence of users’ behavior to click on SNS display ads on their online buying behavior. The results of this investigation imply that SNS firms and advertisers should focus on the dimensions of SNS information motivation when designing SNS banner ads because they influence SNS users’ attitude toward SNA and their SNS banner ad clicking behavior differently.

Evaluated through a double-blind review process. Scientific Editor: Mateus Canniatti Ponchio

	F 1	F 2	F 3	F 4
Measures	Pre-purchasesearch	Inspiration	On-goingsearch	Verification
I use SNS:
To find the recommendations and advice to support my purchase decisions	0.714	-	-	-
To get in-depth information about products	0.757	-	-	-
To get the information to make informed buying decisions	0.781	-	-	-
To learn how to solve problems involved in a purchase decision	0.713	-	-	-
To find information to reduce the risk of making a bad product choice	0.679	-	-	-
To find what people buy	-	0.840	-	-
To find what people use	-	0.859	-	-
To find how people buy & use products	-	0.819	-	-
To update my product information	-	-	0.720	-
To enhance my knowledge about different products	-	-	0.717	-
Because they give quick & easy access to large volumes of information	-	-	0.771	-
To explore new products	-	-	0.609	-
When I hear about a new thing I check it out on SNSs	-	-	-	0.824
When I hear about a product I check it out on SNSs	-	-	-	0.828
To check the authenticity of information which I receive from my friends & relatives offline	-	-	-	0.653
Eigenvalues	4.453	1.996	1.760	1.262
Percentage of item variance explained	29.689%	13.304%	11.735%	8.412%
Percentage of total variance explained	63.141%

		Formative Direction	Factors	Estimate	Standardized estimate	SE	CR	P
	I use SNS:
1	To find the recommendations and advice to support my purchase decisions	➔	F1	1.000	0.619	-	-	-
2	To get in-depth information about products	➔	F1	1.159	0.734	0.149	7.807	^* ***** p < 0.001
3	To get the information to make informed buying decisions	➔	F1	1.081	0.679	0.145	7.471	^* ***** p < 0.001
4	To learn how to solve problems involved in a purchase decision	➔	F1	1.054	0.672	0.149	7.080	^* ***** p < 0.001
5	To find information to reduce the risk of making a bad product choice	➔	F1	1.036	0.660	0.148	6.995	^* ***** p < 0.001
6	To find what people buy	➔	F2	1.000	0.774	-	-	-
7	To find what people use	➔	F2	1.026	0.798	0.099	10.349	^* ***** p < 0.001
8	To find how people buy & use products	➔	F2	1.097	0.792	0.109	10.047	^* ***** p < 0.001
9	To update my product information	➔	F3	1.000	0.611	-	-	-
10	To enhance my knowledge about different products	➔	F3	0.963	0.600	0.164	5.887	^* ***** p < 0.001
11	Because they give quick & easy access to large volumes of information	➔	F3	1.116	0.687	0.167	6.685	^* ***** p < 0.001
12	To explore new products	➔	F3	1.002	0.606	0.167	5.987	^* ***** p < 0.001
13	When I hear about a new thing I check it out on SNSs	➔	F4	1.000	0.758	-	-	-
14	When I hear about a product I check it out on SNSs	➔	F4	1.008	0.767	0.114	8.832	^* ***** p < 0.001
15	To check the authenticity of information which I receive from my friends & relatives offline	➔	F4	0.737	0.622	0.102	7.249	^* ***** p < 0.001

SNS information motivation	Square root of AVE and inter-factor correlation matrix (from Amos output)				Inter-factor correlation matrix less than 0.70 (from SPSS output)
Dimensions	1	2	3	4	1	2	3	4
Pre-purchase Search	0.674				0.70
Inspiration	0.387	0.788			0.317^ P < 0.01	0.70
On-going Search	0.388	0.265	0.625		0.292^ P < 0.01	0.221^ P < 0.01	0.70
Verification	0.368	0.339	0.534	0.719	0.277^ P < 0.01	0.285^ P < 0.01	0.425^ P < 0.01	0.70

Variable	Measures	CITC
Attitude toward SNA	1. Overall, I consider SNA a good thing	0.51
	2. Overall, I like SNA	0.57
	3. I consider SNA very essential	0.64
	4. I would describe my overall attitude toward SNS banner advertising very favorably	0.62
	5. My general opinion about SNA is favorable	0.55
	6. I like banner ads of products shown on social network sites	0.52
Ad-clicking behavior	1. I often click on ads shown on SNS	0.79
	2. I often click on SNS banner ads	0.70
	3. I often click on ads shown on my SNS profile	0.67
Online buying behavior	1. I often buy products mentioned in SNS banner ads from website of the company

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