Exploring Perceived Value in Social Networking Sites: The Mediation of Customer Satisfaction

As users increasingly participate in the community, social networking sites (SNS) are gaining attention in academic research. This study aims to explore perceived value influencing usage intention in SNS, and examines the mediation of customer satisfaction between perceived value and usage intention. Mediated regression analysis was used and 205 savvy SNS users in Taiwan were investigated. The findings reveal that perceived value, including information value, sociable value, and hedonic value, has a positive impact on usage intention, but the mediation effect of customer satisfaction is only significant for social value and hedonic value, excluding information value. Thus, this study suggests that marketers need sincerely concern the importance of customer satisfaction when users perceive the values in SNS, especially for social value and hedonic value. Keywordsperceived value, customer satisfaction, usage intention, social networking sites.