The Role of Perceived Utilitarian and Hedonic Value in Predicting Use of Location-Based Anonymous Social Networking Sites

Priyanka Khandelwal 1 * , Melissa R. Gotlieb 2
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1 West Texas A&M University, USA
2 Texas Tech University, USA
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 11, Issue 4, Article No: e202118. https://doi.org/10.30935/ojcmt/11114
OPEN ACCESS   494 Views   249 Downloads   Published online: 26 Jul 2021
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ABSTRACT

Recent years have seen a rapid rise in the popularity of location-based anonymous social networking sites (LB-ASNS). Although anonymity and site specificity have been reported to be the major attractions of these platforms, there exists a severe paucity of studies that have investigated the adoption behavior of LB-ASNS using the Technology Acceptance Model as the primary theoretical framework. The goal of this study is to utilize an extended version of TAM to explain the actual use of LB-ASNS. We demonstrate the applicability of TAM in the realm of LB-ASNS. Our results suggest that the quality and enjoyment afforded by these platforms are major predictors of actual use.

CITATION

Khandelwal, P., & Gotlieb, M. R. (2021). The Role of Perceived Utilitarian and Hedonic Value in Predicting Use of Location-Based Anonymous Social Networking Sites. Online Journal of Communication and Media Technologies, 11(4), e202118. https://doi.org/10.30935/ojcmt/11114

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