I Play, I Pay?: An Investigation of the User’s Willingness to Pay on Hedonic Social Network Sites

I Play, I Pay?: An Investigation of the User’s Willingness to Pay on Hedonic Social Network Sites

Bo Han (H-E-B School of Business and Administration, University of the Incarnate Word, USA)
DOI: 10.4018/jvcsn.2012010102
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Abstract

The user’s willingness to pay has become one of the most important success factors of hedonic social network site new business models and social media marketing activities. In the current study, the author investigates the influential factors of the user’s willingness to pay from the hedonic system use theories and the social capital based view. The author finds that the user’s perceived playfulness, which is considered a critical factor by practitioners, has no significant positive effect on the user’s willingness to pay. Along with other findings, the author has a further discussion on the fun-based business model development. This study provides a theoretical foundation for the future HSNS economic value research and offers several implications to practitioners.
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Literature Review

HSNS refer to the Web services that aim to facilitate the interpersonal social connections through the Internet (Rosen & Sherman, 2006). The key feature of HSNS is that they do not directly provide visible and instrumental outcomes to users as utilitarian systems do (Kim & Hwang, 2006; Moon & Kim, 2001). By contrast, an individual’s perceived playfulness (or perceived enjoyment) is the most important outcomes when he or she uses an HSNS (Sledgianowski & Kulviwat, 2009). According to the nature of HSNS, we suggest that theories with the hedonic system use perspective and the social capital based view of HSNS can be adopted to support the current investigation on the user’s WTP.

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