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http://hdl.handle.net/10609/147091
Title: | What drives consumers to patronise a hedonic social network? an empirical test of consumers' experiences, and their impact on continuance intention |
Author: | Doral, Fernando |
Director: | Rodriguez-Ardura, Inma Meseguer-Artola, Antoni |
Abstract: | My doctoral research focuses on the analysis of the various factors that potentially contribute to loyalty towards hedonic social networks. Among all the social networks, our study focuses on Facebook. After reviewing the relevant literature, we built a model including factors in three different categories: user experience (flow, interactivity and presence), social influence (subjective norms) and users' personality (OSL and attitude). With all the forgoing factors, we built a model containing the relationships between the constructs proposed, and its role in the construction of loyalty. The model has been validated and empirically analysed with a field research. For that purpose, we took a 371 valid records sample. The model was analysed using structural equation modelling (SEM). The empirical study yielded a positive relationship between the following constructs: interactivity with social and spatial presence, flow, attitude and loyalty; spatial presence with flow and social presence; social presence with loyalty; flow with attitude; subjective norms with loyalty; and attitude with loyalty. |
Keywords: | Facebook social networks loyalty flow presence |
Document type: | info:eu-repo/semantics/doctoralThesis |
Version: | info:eu-repo/semantics/publishedVersion |
Issue Date: | 9-Nov-2017 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Tesis doctorals |
Files in This Item:
File | Description | Size | Format | |
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Fernando_Doral_doctoral_thesis_July_22.pdf | Doral_Fábregas_dissertation | 3,97 MB | Adobe PDF | View/Open |
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