Member use of social networking sites — an empirical examination

In this research the authors examine members' voluntary use of social networking sites. Site use leads to the growth of social relationships, increased volume of site visits and traffic, and an accumulation of user generated contents; hence it is imperative to the success of social networking sites. Drawing upon Social Exchange Theory (SET), we develop a research model that examines the major determinants of member site use behavior through a cost-benefit framework. This model also investigates the key antecedents to site use that stem from website designs, personal traits, and personal beliefs in the environment. The research model has been validated through survey data collected from 222 social networking site users, and the analysis results provide strong support to the hypothesized relationships. The current study generates new knowledge on the literature of SET and social networking sites; it also sheds lights on site management for networking service providers.

► Perceived enjoyment is a key benefit to the users of social networking sites and it promotes site use
► Perceived risk is a major cost to the users of social networking sites and it hinders site use
► Perceived risk reduces the impact of perceived enjoyment on individual's use of networking sites
► Social presence, ease of use, and extroversion enhance the perceived enjoyment
► Internet risk perception and privacy abuse concern increase the perceived risk