Determinantes da continuidade de uso de uma rede social e o papel moderador da personalidade narcisista do usuário

Abstract

The number of users of social networks has grown exponentially in recent years however; there are considerable gaps in research on the knowledge about the relationships between the determinant constructs or background of the continued use of social networks on the part of Users. Thus, for the development of this research, the impact of the social influence, the hedonic value, utilitarian value, the flow experience and the sense of belonging on the continued use of a particular social network (Facebook) and evaluating the Moderation of the narcissistic personality of its users. For this, we carried out the theoretical research that approaches the continued use, as well as the understanding and analysis of the constructs included in the research. After that, was implemented a quantitative search using a survey as method. The analysis of the results was made through multivariate statistics, using the technique of Structural Equation Modeling to observe and analyze the components of the object under study, in addition to testing the mentioned hypotheses. The sample consisted of 360 users of a social network (Facebook). The results showed that the proposed Theoretical Model presented satisfactory fit indexes. The most prominent contribution is the validation of the hypothesized relationships, which showed that the social influence positively impacts the hedonic value and the utilitarian value; that the hedonic value and the utilitarian value positively impact the flow experience; that social influence positive impact on the sense of belonging; that flow experience positively impacts continued use; and that sense of belonging positively impacts on the continued use of the same social network. Furthermore, this study shows positively moderates the relationship between social influence and sense of belonging. Finally, the study allowed advances in the understanding of the antecedents of continued use and the moderating role of the narcissistic personality of the user, as well as indications regarding the essential factors to guarantee a better performance of the organizations inserted in this context.