In 4.4 section, this study discusses the results from analyzing data, and also indicates some implications for each variable of research models. This section divides into four parts, 4.4.1 online social network adoption and individual benefits, 4.4.2 trust, 4.4.3 positive emotions, and 4.4.4 negative emotions.
The data analysis results were shown in Table 4-12 to Table 4-19 that included five composites which are positive emotions, negative emotions, trust, online social network adoption, and individual benefits. To summarize the results of hypothesis testing, Table 4-20 and Table 4-21 show in a concise manner. There were sixty-six hypotheses, and twenty-four of them were supported (see Figure 4-9 and Figure 4-10). Details of research models in this study are discussed in the following sections.
64 SOURCE: This Study; NOTES: Support; --> Not Support.
Figure 4-9: Hypotheses Testing of Model 1 (The Group of Positive Emotions)
65 SOURCE: This Study; NOTES: Support; --> Not Support.
Figure 4-10: Hypotheses Testing of Model 2 (The Group of Negative Emotions)
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Table 4-20: Hypotheses Testing of Model 1 (The Group of Positive Emotions)
H1 Online social network adoption is significantly related to individual benefits. S
H1a Online social network adoption is significantly related to the relationship maintenance and development. S H1b Online social network adoption is significantly related to the information/ knowledge sharing. S H1c Online social network adoption is significantly related to the use satisfaction. S
H2 Positive emotions are significantly related to the online social network adoption. S
H2a Alert is significantly related to the online social network adoption. N
H2b Inspired is significantly related to the online social network adoption. N
H2c Determined is significantly related to the online social network adoption. N
H2d Attentive is significantly related to the online social network adoption. S
H2e Active is significantly related to the online social network adoption. S
H3 Trust are significantly related to the online social network adoption. S H4 Gender has a significant moderating effect on H1, H2, and H3.
H4a Gender significantly influences the relationship between the online social network adoption and
individual benefits. N
H4a1 Gender significantly influences the relationship between the online social network adoption and the relationship
maintenance and development. N
H4a2 Gender significantly influences the relationship between the online social network adoption and information/
knowledge sharing. N
H4a3 Gender significantly influences the relationship between the online social network adoption and the use
satisfaction. N
H4b Gender significantly influences the relationship between positive emotions and the online social
network adoption. S
H4b1 Gender significantly influences the relationship between the alert and the online social network adoption. S H4b2 Gender significantly influences the relationship between the inspired and the online social network adoption. N H4b3 Gender significantly influences the relationship between the determined and the online social network adoption. N H4b4 Gender significantly influences the relationship between the attentive and the online social network
adoption. S
H4b5 Gender significantly influences the relationship between the active and the online social network adoption. N H4c Gender significantly influences the relationship between trust and the online social network adoption. N H5 Involvement has a significant moderating effect on H1, H2, and H3.
H5a Involvement significantly influences the relationship between the online social network adoption and
Individual benefits. N
H5a1 Involvement significantly influences the relationship between the online social network adoption and the
relationship maintenance and development. N
H5a2 Involvement significantly influences the relationship between the online social network adoption and information/
knowledge sharing. N
H5a3 Involvement significantly influences the relationship between the online social network adoption and the use
satisfaction. N
H5b Involvement significantly influences the relationship between positive emotions and the online social
network adoption. N
H5b1 Involvement significantly influences the relationship between the alert and the online social network adoption. N H5b2 Involvement significantly influences the relationship between the inspired and the online social network
adoption. S
H5b3 Involvement significantly influences the relationship between the determined and the online social network
adoption. N
H5b4 Involvement significantly influences the relationship between the attentive and the online social network
adoption. S
H5b5 Involvement significantly influences the relationship between the active and the online social network adoption. N H5c Involvement significantly influences the relationship between trust and the online social network
adoption. N
NOTE: S: Support; N: Not Support
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Table 4-21: Hypotheses Testing of Model 2 (The Group of Negative Emotions)
H6 Online social network adoption is significantly related to individual benefits. S
H6a Online social network adoption is significantly related to the relationship maintenance and development. S H6b Online social network adoption is significantly related to the information/ knowledge sharing. S H6c Online social network adoption is significantly related to use satisfaction. S
H7 Negative emotions are significantly related to the online social network adoption. N
H7a Upset is significantly related to the online social network adoption. N
H7b Hostile is significantly related to the online social network adoption. N
H7c Ashamed is significantly related to the online social network adoption. S
H7d Nervous is significantly related to the online social network adoption. N
H7e Afraid is significantly related to the online social network adoption. N
H8 Trust are significantly related to the online social network adoption. S H9 Gender has a significant moderating effect on H6, H7, and H8.
H9a Gender significantly influences the relationship between the online social network adoption and
individual benefits. N
H9a1 Gender significantly influences the relationship between the online social network adoption and the relationship
maintenance and development. N
H9a2 Gender significantly influences the relationship between the online social network adoption and information/
knowledge sharing. N
H9a3 Gender significantly influences the relationship between the online social network adoption and the use
satisfaction. N
H9b Gender significantly influences the relationship between negative emotions and the online social
network adoption. S
H9b1 Gender significantly influences the relationship between the upset and the online social network adoption. S H9b2 Gender significantly influences the relationship between the hostile and the online social network adoption. N H9b3 Gender significantly influences the relationship between the ashamed and the online social network
adoption. S
H9b4 Gender significantly influences the relationship between the nervous and the online social network adoption. N H9b5 Gender significantly influences the relationship between the afraid and the online social network adoption. N H9c Gender significantly influences the relationship between trust and the online social network adoption. N H10 Involvement has a significant moderating effect on H6, H7, and H8.
H10a Involvement significantly influences the relationship between the online social network adoption and
Individual benefits. N
H10a1 Involvement significantly influences the relationship between the online social network adoption and the
relationship maintenance and development. N
H10a2 Involvement significantly influences the relationship between the online social network adoption and
information/ knowledge sharing. N
H10a3 Involvement significantly influences the relationship between the online social network adoption and the use
satisfaction. N
H10b Involvement significantly influences the relationship between negative emotions and the online social
network adoption. N
H10b1 Involvement significantly influences the relationship between the upset and the online social network adoption. N H10b2 Involvement significantly influences the relationship between the hostile and the online social network adoption. N H10b3 Involvement significantly influences the relationship between the ashamed and the online social network
adoption. S
H10b4 Involvement significantly influences the relationship between the nervous and the online social network adoption. N H10b5 Involvement significantly influences the relationship between the afraid and the online social network
adoption. S
H10c Involvement significantly influences the relationship between trust and the online social network
adoption. N
NOTE: S: Support; N: Not Support
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4.4.1 Online Social Network Adoption and Individual Benefits
From Table 4-20 and Table 4-21, those results present the hypothesis testing, and then there are discussions and implications about variables of research models in this study as follow.
The results of path relationships between the OSN ADOPTION and INDIVIDUAL BENEFITS in Table 4-22. OSN adoption is positive and significantly related to individual benefits. There are same results between PE group, NE group, and their moderators: gender and involvement. Those results imply that users on internet are likely to use OSN to make their profits on the relationship maintenance and development, the information and knowledge sharing, and the use satisfaction.
Table 4-22: The Summary of Path Analysis (OSN adoption to Individual Benefits) Path Female Male <=5 years >5 years PE group
OSN IB +*** +*** +*** +*** +***
OSN IB01 +*** +*** +*** +*** +***
OSN IB02 +*** +*** +*** +*** +***
OSN IB03 +*** +*** +*** +*** +***
NE group
OSN IB +*** +*** +*** +*** +***
OSN IB01 +*** +*** +*** +*** +***
OSN IB02 +*** +*** +*** +*** +***
OSN IB03 +*** +*** +*** +*** +***
NOTE: OSN: Online Social Network Adoption; IB01: Relationship Maintenance and Development, IB02:
Information and Knowledge Sharing, IB03: Use Satisfaction; +: Positive Effect, -: Negative Effect; *p<0.1,
**p<0.05, ***p<0.01
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Base on the hypothesis testing of OSN network toward individual benefits in Table 4-22. First, the results reveal that people use the OSN in their life (including the daily, work, and study time), not only to maintain relationships with friends, school or job mates, and families, but also to help developing the new relationships with other users on internet. Second, there are more profitable reasons to adopt OSN. For example, users can get news, informations, and knowledge concepts etc., from sharing and discussing interactions. Third, OSN also makes users perceive satisfactions from adopting behaviors and using experiences, to improve the daily life and work or study performances.
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4.4.2 Trust
TRUST shows a positive and significant influence on OSN adoption. The results of path relationships between the trust and the OSN adoption in Table 4-23. There are also the same results for PE group, NE group, and their moderators including gender and involvement. The results indicate that users who have higher degree of trust on internet, they are more likely to adopt OSN.
Table 4-23: The Summary of Path Analysis (Trust to OSN adoption)
Path Female Male <=5 years >5 years
PE group
Layer1: Trust OSN +*** +*** +*** +*** +***
Layer2: Trust OSN +*** +*** +*** +*** +***
NE group
Layer1: Trust OSN +*** +*** +*** +*** +***
Layer2: Trust OSN +*** +*** +** +*** +***
NOTE: OSN: Online Social Network Adoption; +: Positive Effect, -: Negative Effect; *p<0.1, **p<0.05,
***p<0.01
According to the analysis results, this study finds that trust is an important factor on using behavior. First, OSN’s users consider about the social trust and people with whom they interact on internet. Second, messages, comments, informations etc. which are posted on OSN, can be also the reasons that affect the degree of trust. Also, problems of online security and privacy are the big issue that users care about on OSN adoption.
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4.4.3 Positive Emotions
The results of path relationships between positive emotions and the OSN adoption in Table 4-24. Detail descriptions are presented as follow.
Table 4-24: The Summary of Path Analysis (Positive Emotions to OSN adoption) Path Female Male <=5 years >5 years
PE group
Positive Emotions OSN +*** +*** +** +**
PE01: Alert OSN +*
PE02: Inspired OSN +*
PE03: Determined OSN
PE04: Attentive OSN -** -** -**
PE05: Active OSN +*** +* +*** +** +***
NOTE: OSN: Online Social Network Adoption; +: Positive Effect, -: Negative Effect; *p<0.1, **p<0.05,
***p<0.01
First, in the group of positive emotions, POSITIVE EMOTIONS have a positive and significant effect on OSN adoption, especially for the male participants. The results imply that users who have positive thinking are more willing to adopt the OSN, and male participants also have more strong intention to use OSN. Then, there are sub-factors of PE group, including moderating effects and path results with implications are summarized in following points.
Second, positive emotion of ATTENTIVE has a negative and significant effect on OSN adoption, especially in the female participants and in the involvement group who use OSN more than five years. The results imply that users who have less attentive emotion are more likely to adopt OSN, the situations also happen in female group and the participants who present using experience for a long time.
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Third, the ACTIVE emotion of PE group has a positive and significant effect on OSN adoption. This result implies that users who have more active emotions are more likely to use an OSN.
Fourth, in a gender group of female participants, it positively and significantly influences the relationship between the positive emotion of ALERT and the OSN adoption. This result indicates that females who have more emotion of alert are more likely to use OSN.
Fifth, for the moderator of involvement, in the group of using experience less than or equal to five years, the result shows that it positively and significantly influences the relationship between the INSPIRED emotion and the OSN adoption. This indicates that the participants who have a less experience on using internet are more willing to adopt OSN with strong inspired emotion.
There are five sub-factors of positive emotions which includes alert, inspired, determined, attentive, and active emotions. Four of them are supported according to the hypotheses testing in this study. The analysis results reveal that positive emotions of alert, inspired, attentive, and active can affect the online using behavior from human’s internal motivations. Moreover, the differences of physiology reason: gender, and the length of using experience on internet, those factors also can make effects on OSN adoption.
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4.4.4 Negative Emotions
First, in NE group, no significant relationship is found between NEGATIVE EMOTIONS and the OSN adoption. But in a gender group of male participants, it positively and significantly influences the relationship between the negative emotions and the OSN adoption. Those results indicate that only in male participants, negative emotions are important effects on the OSN adoption.
For the detail relationships between negative emotions and OSN adoption in Table 4-25, there are sub-factors of path results in NE group listed in the detail descriptions also with implications as follow.
Table 4-25: The Summary of Path Analysis (Negative Emotions to OSN adoption) Path Female Male <=5 years >5 years
NE group
Negative Emotions OSN +**
NE01: Upset OSN -**
NE02: Hostile OSN
NE03: Ashamed OSN +** +** +*
NE04: Nervous OSN
NE05: Afraid OSN -*
NOTE: OSN: Online Social Network Adoption; +: Positive Effect, -: Negative Effect; *p<0.1, **p<0.05,
***p<0.01
Second, ASHAMED emotion has a positive and significant effect on OSN adoption, especially in the male participants and in the involvement group of using OSN more than five years. The results imply that users who feel more ashamed are more likely to adopt OSN, the situations also happen in male group and the participants who experience using OSN for a long time.
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Third, in a gender group of female participants, it negatively and significantly influences the relationship between the negative emotion of UPSET and the OSN adoption. This result indicates that females who feel less upset emotion are more willing to adopt OSN.
Fourth, for the group who use OSN for more than five years, the result of the moderating effect of involvement shows that it negatively and significantly influences the relationship between the AFRAID emotion and the OSN adoption. This result indicates that the participants who have an experience for a long time on using internet are more willing to adopt OSN without the negative emotions of afraid.
Human negative emotions is an important factor to influence the decisions of the using behavior on OSN. This study estimates five emotions including upset, hostile, ashamed, nervous, and afraid emotions from research model 2. The path results explore that there are three negative emotions (upset, ashamed, and afraid) affecting the participants’ behavior of using attitudes, and also indicates that the differences of gender and using experiences are important factors on making the effects toward the OSN adoption.
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CHAPTER FIVE CONCLUSION
From the data analysis and path results in Chapter four. Chapter five concludes the research findings, research suggestions, and also includes thesis limitations and future research of this study in the following sections.