The purpose of this research is to explain the information-sharing process and investigate the intrinsic and extrinsic motivations that may induce information sharing on Facebook. Using the theory of planned behaviour, this research distinguishes between information-sharing intention and information-sharing behaviour. Based on self-determination theory, this research selects the extrinsic and intrinsic motivations that influence intention. Based on a survey of 233 South Korean Facebook users in their 20s and 30s, this research applies a structural equation modelling approach to develop the research model. All the intrinsic motivations are found to have a significant positive influence on information sharing about products and services. However, among the extrinsic motivations, only expected reciprocal relationship is found to have a significant positive influence on information-sharing intention. This research approaches Facebook empirically from a marketing perspective and suggests a strategic direction for marketers and Facebook managers.
All Science Journal Classification (ASJC) codes
- Developmental and Educational Psychology
- Arts and Humanities (miscellaneous)
- Social Sciences(all)
- Human-Computer Interaction