2.8 User adoption of social networking sites: Eliciting uses and gratifications through a means–end approach,

Question 1

Research about motives for adopting and using social networking sites (SNSs)
- aim

Answer 1

providing a better understanding of the fundamental reasons behind SNS adoption behavior

Question 2

Research about motives for adopting and using social networking sites (SNSs) - study should help practitioners with

Answer 2

design online communication platforms that more closely fit their users’ needs and provide users with safer, more friendly, and thus more attractive environments.

Question 3

Means-end: uitleg menad and ends

Answer 3

‘Means’ are objects that facilitate actions and activities in which people engage, and ‘Ends’ are valued states of being, such as happiness.

Question 4

why do martketing researchers use means end chain

Answer 4

. Research in marketing has used means–end chains to explain how consumers’ selection of a product or service facilitates the achievement of desired end states

Question 5

means end chains exist out of 3 categories

Answer 5

• Attributes- Consequences- Values

Question 6

Results: The analysis reveals five critical functionalities of SNSs:

Answer 6

browsing others’ pages, instant responses, uploading picture, interactive games, and customizability

Question 7

Furthermore, the results show that the belonging value builds o

Answer 7

on the greatest number of linkages, starting with the attributes of response from others, uploading pictures, and interactive games and moving through the consequences of keeping in contact and keeping com- pany with friends. Hedonism shows the second highest number of linkages. Hence the most significant values to Facebook users are those of belonging and of hedonism.