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http://hdl.handle.net/10609/85685
Title: The playfulness of Facebook - Shaped by underlying psychological drivers and gender differences
Author: Rodríguez Ardura, Inma
Meseguer Artola, Antoni  
Keywords: Perceived playfulness
Facebook
Mental imagery
Transportation
Arousal
Issue Date: 8-Dec-2018
Publisher: Telematics and Informatics
Citation: Inma Rodríguez-Ardura, Antoni Meseguer-Artola, The playfulness of Facebook - Shaped by underlying psychological drivers and gender differences, Telematics and Informatics, Volume 35, Issue 8, 2018, Pages 2254-2269, ISSN 0736-5853 http://hdl.handle.net/10609/85685
Abstract: Despite perceived playfulness being at the core of Facebookers' experiences, research has yet to address this psychological phenomenon and its underlying drivers. Drawing theoretical insights from transportation theory, imagery literature, the arousal-as-information approach, and accounts of information processing and gender, this paper aims to fill the gap and examine the impact of imagery and arousal on perceived playfulness, and the moderating effect of gender. We develop a psychological model of playfulness formation and we test it empirically with a sample of 416 active users of Facebook. We validate the survey instrument and use a partial least squares (PLS) approach to examine the direct, mediating and moderating effects on perceived playfulness. The results provide support for the proposed model, which relates imagery to perceived playfulness, directly and through the path of transportation; considers the distinct roles of imagery elaboration and imagery representations; and includes the moderating influence of arousal. In addition, the results report that gender has a moderating effect on playfulness formation. The findings offer implications for marketing practitioners and information systems (IS) specialists alike.
Language: English
URI: http://hdl.handle.net/10609/85685
ISSN: 0736-5853
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