The influence of extro/introversion on the intention to pay for social networking sites

Although social networking sites (SNSs) have attracted increased attention andmembers in recent years, there has been little research on it: particularly on how a users’ extroversion or introversion can affect their intention to pay for these services and what other factors might influence them. We therefore proposed and tested a model that measured the users’ value and satisfaction perspectives by examining the influence of these factors in an empirical survey of 288 SNS members. At the same time, the differences due to their psychological state were explored. The causal model was validated using PLSGraph 3.0; six out of eight study hypotheses were supported. The results indicated that perceived value significantly influenced the intention to pay SNS subscription fees while satisfaction did not. Moreover, extroverts thought more highly of the social value of the SNS, while introverts placed more importance on its emotional and price value. The implications of these findings are discussed. Crown Copyright 2010 Published by Elsevier B.V. All rights reserved.