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Facebook Social Networking And The Theory Of Planned Behavior Preliminary Report
- 1. Social Networking Group Project Nicolas Friederici Yunzhi Huang Bill Morgan Carrie Tan Shasha Zhang
- 3. Research Hypothesis H1: attitude about getting product information on Facebook positively influences the intention to get product information from that website. H2: subjective norms on Facebook positively influences the intention to get product information from that website. H3: perceived controllability on Facebook positively influences the intention to get product information from that website. H4: self-efficacy on Facebook positively influences the intention to get product information from that website. H5: past behavior of getting product information on Facebook positively influences the intention to get product information from that website.
- 4. Methodology
- 5. Research Results H1: attitude B = .205 H2: subjective norms B = .481 Intentions B = .046 H3: perceived controllability B = .071 H4: self-efficacy B = .153 R2 = .639 H5: past behavior
- 6. Discussion prior behavior, attitudes, SE, controllability and SN all are positively related to intention to get product information on Facebook. SN plays the strongest role in predicting intention to get product information on Facebook we conclude that on Facebook, if a person: evaluated the suggested behavior as positive, thought that their Facebook friends want them to perform the behavior, performed the behavior before, the result is a higher product information seeking intention to get information LaRose ROT: Single item measures are inherently unreliable findings suggest need for further TPB and Facebook research
Notes de l'éditeur
- Hello and group introduction
- In psychology, the theory of planned behavior is a theory about the link between attitudes and behavior. It was proposed by IcekAjzen as an extension of the theory of reasoned action. The Theory of Planned Behavior grabbed our attention because it’s considered to be one of the most predictive persuasion theories and has been applied infields such as advertising and public relations.Another attraction was that the Theory of Planned Behavior was not yet tested in the Facebook social networking environment.Our study focused on these four independent variables:Attitude toward behavior: an individual's positive or negative evaluation of self-performance of the particular behavior.Subjective norm: an individual's perception of social normative pressuresSelf Efficacy: an individual’s judgments about their capabilities to perform a behavior.Behavioral intention: an indication of an individual's readiness to perform a given behavior.A person’s intention to get product information on Facebook is the dependent variable of our study.
- H1: attitude about getting product information on Facebook positively influences the intention to get product information from that website. H2: subjective norms on Facebook positively influences the intention to get product information from that website. H3: perceived controllability on Facebook positively influences the intention to get product information from that website.H4: self-efficacy on Facebook positively influences the intention to get product information from that website. H5: past behavior of getting product information on Facebook positively influences the intention to get product information from that website.
- Study was a small part of a Facebook social networking study conducted by an MSU team of TISM researchers.We adapted a well tested 12 item survey from Pavlou & Fygenson by adding in references to Facebook use.One item was measured on a nominal scale and the other 11 items were measured on 7-point Likert interval scales.Survey participants were drawn from introductory advertising classes enticed with the offer of modest class extra credit.352 completed responses were used in our analysis.
- A multiple regression analysis was calculated to predict participants’ intentions to get product information on Facebook.A significant regression equation was found, with an R2 of .639.Independent variable of Attitude towards getting information had a standardized beta coefficient of .205 that was significant and positive on the dependent variable of Intentions to get product information on Facebook. Independent variable of Subjective Norms had a standardized beta coefficient of .481 that was significant and positive on the dependent variable of Intentions. Independent variable of Perceived Controllability had a standardized beta coefficient of .046 that was not significant. Independent variable of Self Efficacy had a standardized beta coefficient of .071 that was not significant and positive. Independent variable of Past Behavior of getting product information had a standardized beta coefficient of .153 that was significant and positive on the dependent variable of Intentions to get product information on Facebook.
- So, what do the results of our study mean? prior behavior, attitudes, Self Efficacy, controllability and Subjective Norms all are positively related to theintention to get product information on Facebook.THE BIG ONE: Subjective Norms, or the influence of Facebook Friends on a person‘s behavioral intentions, play the strongest role in predicting intention to get product information on FacebookAs often happens with a multiple regression analysis using five independent variables, one of the variables explains such a large amount of the variance that there is little varience left for the other variables to explain.And when one thinks about College student‘s use of Facebook, our findings make sense on face value: Facebook users behavioral intentions are in a significant way positively influenced by their Facebook Friends. Therefore,we conclude that on Facebook, if a person:evaluated the suggested behavior as positive, thought that their Facebook friends want them to perform the behavior, And performed the behavior before, the result is a higher intentionseeking intention to get information A couple of final points:Through our tag-on survey, we violated one of Professor LaRose’s rules: “Single item measures are inherently unreliable” -- we goofed up when operationalizing one of the items that wasn’t paired with another item.The findings of this study involving Facebook use and the Theory of Planned Behavior suggest an opportunity for further study to both confirm our results and to further explore the power of this social networking tool.