Extrinsic and Intrinsic Motivation for Information Seeking Behavior in Social Media: Attachment Theory Approach

다국어 초록 (Multilingual Abstract)

Social networking sites (SNS) and Social media has altered the Tourism and Hospitality Industry (Buhalis & Law, 2008). Social media influences how people make decisions, information seeking and sharing and their experiences. As the internet and social media allow users to express their thoughts and themselves; they create and share all sorts of information and data. They can participate and interact with other users while creating and sharing their knowledge and experiences. However, SNS is limited when showing how users attach in SNS communities and few researches have been examined with specific online groups and information sharing in SNS (Chung, Nam, & Koo, 2015).
The overall goal of this dissertation is to examine information seeking behavior and motivations in social media. A quantitative approach was used to achieve the goal. The study examined motivation theory, attachment theory, and the outcomes of intimacy and buzz. The study only focused on one online group.
Results of the study indicate that information seeking didn’t positively affect identity-based nor bond-based attachment. However, information providing did have a positive effect on both attachments. In the case of the second antecedent variable of attachments, only social interaction positively affected identity-based attachment and bond-based attachment. Enjoy helping did not have effect on both attachments as well. However, social interaction had higher influence than information providing. Therefore, the results do show intrinsic motivation highly influencing both attachments more than extrinsic factors. Furthermore, the results also demonstrated the relationships among two types of attachment, intimacy and buzz. Identity-based attachment influenced intimacy however identity-based attachment didn’t influence buzz (likes, comments, and sharing). Significant relationships do exist between bond-based attachment and both intimacy and buzz. Interestingly, intimacy didn’t have any effect on buzz. To conclude, the limitations to this dissertation and suggestions for and to future research are proposed as well.

목차 (Table of Contents)

• 1. Introduction 7
• 2. Literature Review 11
• 2.1) Motivation Theory (Extrinsic and Intrinsic) 11
• 2.2) Attachment Theory 16
• 2.3) Social Network (Facebook) 19
• 2.4) Behavior Intention 20
• 3. Methodology 22
• 3.1) Relationships between Information seeking, Identity-based attachment, and Bond-based attachment 22
• 3.2) Relationships between Information providing, Identity-based attachment, and Bond-based attachment 23
• 3.3) Relationships between Social interaction, Identity-based attachment, and Bond-based attachment 23
• 3.4) Relationships between Enjoy helping, Identity-based attachment, and Bond-based attachment 24
• 3.5) Relationships between Identity-based attachment, Intimacy, and Buzz 25
• 3.6) Relationships between Bond-based attachment, Intimacy, and Buzz 25
• 3.7) Relationships between Intimacy and Buzz 26
• 3.8) Measurement Instrument 26
• 3.9) Data Collection 29
• 4. Analysis 31
• 4.1) Data Analysis Method 31
• 4.2) Demographic Characteristics of Respondents 31
• 4.3) Measurement Model 34
• 4.4) Results of the Structural Model 36
• 5. Conclusion 40
• 5.1) Conclusion and Discussion 40
• 5.2) Theoretical Implications 43
• 5.3) Practical Implications 44
• 6. Limitations and Future Studies 46
• 7. References 47
• 8. Appendix 56
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