The moderating role of narcissism in predicting the behavior intention of the Palestinian university students towards adopting the new Facebook currency

IF 3.1 3区管理学 Q2 COMPUTER SCIENCE, INFORMATION SYSTEMS Online Information Review Pub Date : 2023-04-04 DOI:10.1108/oir-12-2021-0666

S. Baidoun, M. Salem, R. Wagner

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Abstract

PurposeThis paper aims to identify the factors affecting university students’ behavioral intentions towards adopting the new Facebook currency while controlling for the direct and the moderating impacts of narcissism.Design/methodology/approachA self-administered questionnaire of 344 respondents from six major Palestinian universities was analyzed. The structural model is fitted for assessing the hypothesized relations.FindingsFindings indicate that the effect of Facebook advertisement in predicting the behavioral intentions to adopt the new Facebook currency relies on: privacy, security, the expectations in the new Facebook currency and knowledge about the targeting options within the Facebook platform. Moreover, the moderating role of narcissism supported the relationships between perceived privacy, the expectations in the new Facebook currency and knowledge about the targeting options within the Facebook platform but did not support the moderating role of narcissism in the relationships between perceived security and the behavioral intentions.Research limitations/implicationsIn this study, only the Facebook platform and the behavioral intention were investigated with data collected from Palestinian University students through self-reported cross-sectional survey.Practical implicationsThis study adds insight on the moderating role of narcissism in predicting the behavior intentions towards adopting the new Facebook currency (Diem) which has a substantial potential to threaten all other crypto currencies and the other alternatives. Therefore, managers should consider altering or adapting their Facebook advertising tactics accordingly.Originality/valueThis study is the first to contribute through empirical evidence from a developing country to theory building the results of clarifying the propensity to adopt the new Facebook currency, outlining the consumers’ reaction to social media advertising and its influential factors and providing evidence proving relevance of narcissism for non-Western users.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-12-2021-0666

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自恋在预测巴勒斯坦大学生采用Facebook新货币行为意向中的调节作用

目的在控制自恋的直接影响和调节作用的情况下，探讨影响大学生采用Facebook新货币行为意向的因素。设计/方法/方法对来自巴勒斯坦六所主要大学的344名答复者自行填写的调查表进行了分析。结构模型适合于评估假设关系。研究结果表明，Facebook广告在预测采用新Facebook货币的行为意图方面的作用取决于:隐私、安全、对新Facebook货币的期望以及对Facebook平台内目标选择的了解。此外，自恋的调节作用支持感知隐私、对新Facebook货币的期望和对Facebook平台内目标选择的了解之间的关系，但不支持自恋在感知安全与行为意图之间的关系中的调节作用。本研究仅对Facebook平台和行为意向进行调查，数据收集自巴勒斯坦大学学生的自报告横断面调查。本研究增加了自恋在预测采用新的Facebook货币(Diem)的行为意图方面的调节作用，该货币具有威胁所有其他加密货币和其他替代方案的巨大潜力。因此，管理者应该考虑相应地改变或调整他们的Facebook广告策略。原创性/价值本研究首次通过发展中国家的经验证据对理论构建结果做出贡献，阐明了采用新Facebook货币的倾向，概述了消费者对社交媒体广告的反应及其影响因素，并提供了证明自恋与非西方用户相关的证据。同行评议本文的同行评议历史可在:https://publons.com/publon/10.1108/OIR-12-2021-0666

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来源期刊

Online Information Review 工程技术-计算机：信息系统

CiteScore

6.90

自引率

16.10%

发文量

审稿时长

6 months

期刊介绍： The journal provides a multi-disciplinary forum for scholars from a range of fields, including information studies/iSchools, data studies, internet studies, media and communication studies and information systems. Publishes research on the social, political and ethical aspects of emergent digital information practices and platforms, and welcomes submissions that draw upon critical and socio-technical perspectives in order to address these developments. Welcomes empirical, conceptual and methodological contributions on any topics relevant to the broad field of digital information and communication, however we are particularly interested in receiving submissions that address emerging issues around the below topics. Coverage includes (but is not limited to): •Online communities, social networking and social media, including online political communication; crowdsourcing; positive computing and wellbeing. •The social drivers and implications of emerging data practices, including open data; big data; data journeys and flows; and research data management. •Digital transformations including organisations’ use of information technologies (e.g. Internet of Things and digitisation of user experience) to improve economic and social welfare, health and wellbeing, and protect the environment. •Developments in digital scholarship and the production and use of scholarly content. •Online and digital research methods, including their ethical aspects.