چکیده:
Since the intention of continuous use of social networks is of great importance for businesses, the present research aims at developing a structural model of the Contextual Factors affecting the continuance intention of using social networks by customers with a focus on hedonistic values and utilitarian values. This study is categorized as applied and descriptive. The statistical population consisted of all customers of Kalleh Company who have used the company's social networks. According to the Morgan’s table sampling, the sample size was calculated to be 384 and for sampling, the available sampling method was used. Data collection was done by a questionnaire that was obtained from a combination of questionnaires of Meske et al. (2019) and Ashraf et al. (2019). The content validity of questionnaire was confirmed using experts's opinions and its reliability was confirmed by Cronbach's alpha coefficient. Data analysis was performed using the structural equation modeling (SEM) in Amos software. Results of the study indicated that the factors including innovativness and ambiguity intolerance, with the mediating role of hedonistic values and utilitarian values, have a significant effect on the intention of continuous use of social networks. Also, face consciousness, perceived reflexivity, perceived versatility, perceived interconnectedness, perceived invisibility-in use and perceived adaptability with the mediating role of hedonistic values, have a significant effect on the continuance intention of using social networks. The need to be uniqueness with the mediating role of utilitarian values has a significant effect on the intention for continuous use of social networks.
خلاصه ماشینی:
Thus, one of the main motivations of the researchers in this study is to provide a model that examines the influence of users' personality traits, such as personal innovation and creativity, face consciousness, need for uniqueness, and intolerance of ambiguity, and to investigate their role in the perceived value and users' intention to use.
Based on this, the present research seeks to answer this main question: how can contextual factors, through the mediating variables of hedonic and utilitarian values, influence the continuous use of Kalleh Company's social networks by customers?
According to the research conducted, among the personality characteristics of users that affect perceived value and their intention for continuous use of organizational social networks, are: Innovation and creativity: Innovation and creativity are described as a decision-making style in the consumer, which includes cognitive and emotional dimensions of their mental decision-making during selection 1.
Based on this, in the present research, it is hypothesized that: H5: The need for uniqueness, with the mediating role of hedonic value, has a significant effect on the intention to continue using social networks.
Based on this, in the present research, it is hypothesized that: H10: Perceived adaptability, with the mediating role of hedonic value, has a significant effect on the intention to continue using social networks.
Based on this, in the present research, it is hypothesized: H13: Perceived compatibility, with the mediating role of hedonic value, has a significant effect on the intention to continue using social networks.
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