This research proposes a model to investigate the behavior of posting articles and the continued use of social media via Babin’s value perspective. The antecedents of values are web quality and users’ emotions. The model was tested with PLS-Graph software based on its structural equation modeling approach. Data was gained from 310 users. The results revealed that antecedents have a strong impact on user values, which in turn influences users’ intention to post articles and continue to use social media. Several implications for research and practice have been derived from these findings.
Chen, Wen-Kuo; Huang, Yuh-Sung; and Hsu, Pi-Ying, "Hedonic Values And Utilitarian Values As Predicators Of Social Media Participation" (2011). ICEB 2011 Proceedings (Bangkok). 22.