کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
351317 618467 2012 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
How demanding is social media: Understanding social media diets as a function of perceived costs and benefits – A rational actor perspective
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر نرم افزارهای علوم کامپیوتر
پیش نمایش صفحه اول مقاله
How demanding is social media: Understanding social media diets as a function of perceived costs and benefits – A rational actor perspective
چکیده انگلیسی

Using the rational actor perspective as a guiding frame, this exploratory study examined individuals’ social media diet (i.e., amount, frequency, and duration of use) as a function of task load and expected goal attainment. Surveys were distributed (N = 337) focusing on Twitter and Facebook usage for informational and relational purposes, respectfully. Increased task load – conceptualized as a cognitive cost – directly negatively influenced Twitter use but only indirectly influenced Facebook use as a function of perceived benefits. Across conditions, perceived self-efficacy was negatively associated with perceived task load and positively associated with goal attainment, and goal attainment was a significant correlate of increased social media usage. Interpreted, we see that a transparent technology such as Facebook has no cognitive costs associated with its use, while an opaque technology such as Twitter seems to have a salient cognitive cost element. Further, we found that older users of Facebook were more likely to judge the channel as more cognitively demanding and themselves as having lower self-efficacy in using it. Finally, results indicated that for both Facebook and Twitter, males perceived both channels as more cognitively demanding than females. Theoretical and practical explanations and applications for these findings are presented.


► We examined social media diet as a function of task load and expected goal attainment.
► Goal attainment had a direct influence on increased social media diet.
► Increased task load directly negatively influenced Twitter and indirectly influenced Facebook.
► Facebook had no perceived cognitive costs, but Twitter had a salient cognitive cost.
► Males perceived both channels as more cognitively demanding than females.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Computers in Human Behavior - Volume 28, Issue 6, November 2012, Pages 2298–2305
نویسندگان
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