The Impact of Motivation to Use Image-based SNS on Online Behaviors

Abstract

The highest level of user engagement in commercial social network site(SNS) will be click-throughs or conversions to purchase, which is the primary behavior sellers want to elicit from consumers. The intrinsic motives for SNS use by individuals will present different behaviors and different levels of engagement. It is presumed that the SNS behaviors of share, follow, click, or purchase demonstrate different levels of engagement, and the needs of SNS users will determine what type of behavior would be activated when they are confronted with image-based content provided by sellers. Our findings indicate that the communication and information-seeking needs did not only increase the intention to click and purchase but also increased low engagement behavior of share and follow. The other needs such as entertainment or self-assurance had no significant impact on low engagement behavior or high engagement behaviors.