Customer values and patronage intention in social media networks: mediating role of perceived usefulness

Abstract

Purpose This paper aims to validates a framework using the Uses and Gratifications Theory (UGT) to study the effect of values, i.e. Functional Value (FV), Social Value (SV), Emotional Value (EV) and Monetary Value (MV), on the Patronage Intention (PI) of Social Network Users (SNU’s) with mediating role of Perceived Usefulness (PU). Design/methodology/approach A survey method was used to collect responses from 302 SNUs, and the variance-based structural equation method was used to understand the relationships among the constructs. Findings The results found a significant positive effect of FV and EV on Perceived Usefulness (PU) and MV and PU on Patronage intention (PI) of SNUs. Further, PU partially mediated the relationship of EV with PI. Originality/value This study used the UGT to understand the effect of values on the PI of SNUs. This research study contributes to the existing social networks/social media literature.