What motivates people to continuously post selfies? The moderating role of perceived relative advantage

Although there are numerous social media studies, relatively little attention has been paid to the moderating role of perceived relative advantage in selfie-posting behaviors. Accordingly, the primary purpose of this study is not only to examine the key elements that could facilitate better selfie-posting satisfaction and continuance intention, but also to investigate the moderating impact of perceived relative advantage on selfie-posting continuance intention. 468 undergraduate business students participated in this study and the partial least squares structural equation modeling (PLS-SEM) was used for examining the connections between latent variables. The study findings have revealed that habitual use and selfie-posting satisfaction will be positively linked to selfie-posting continuance intention. Additionally, it has been found that perceived usefulness and playfulness will positively predict habitual use and selfie-posting satisfaction. More importantly, the study results have shown that perceived compatibility will lead to better perceived usefulness and playfulness. Finally, the study findings have demonstrated that perceived relative advantage will play a key role in moderating the connection between habitual use and selfie-posting continuance intention, as well as the link between selfie-posting satisfaction and continuance intention.