Document Type

Work in Progress


Cross-cultural well-being is more critical to a social network service (SNS) development, since this kind of services need to help their users to builds social skills throughout the world. The purpose of this study is to investigate the antecedents of well-being and its effects on loyalty cross-culture differences between Sweden and Taiwan students on SNS. In the model, the well-being is divided into two formative second-order constructs: personal well-being and social well-being. personal well-being is driven by self-acceptance, autonomy, purpose in life, and personal growth, and social well-being is driven by positive relations with others and environmental mastery. A cross-cultural survey will be conducted to valid data from Sweden and Taiwan. The insights from this study will be expected to benefit social sellers in implementing more effective marketing strategies to foster brand loyalty.