Social Network Citizenship Behaviors in Facebook：The Mediator Effect of Social Exchange and the Moderator Effect of Social Tie Strength
Date Issued
2011
Date
2011
Author(s)
Lai, Tzu-Long
Abstract
This study investigate in the social network citizenship behaviors on Facebook, discussing the effect caused by internet trust and perceived risks. Moreover, we propose self-disclosure and social exchange intention which the main activities on Facebook will have mediating effect to social network citizenship behaviors. Besides, we propose the social tie strength to be the moderator, moderate all the paths in our research model, to understand the difference on users behavior as they considering the tie strength. The research results discover that the influence caused by social exchange intention are different on social network citizenship behavior. And the perceived risks have less power to explain people''s behaviors on Facebook. We propose the possible way to study SNSs in the future and provide the management implication for SNSs researchers.
Subjects
Social network citizenship behavior
Internet Trust
perceived risks
self-disclosure
social exchange
social tie strength
Type
thesis
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