Integrating functional, social, and psychological determinants to explain online social networking usage

People involved in business are increasingly aware of the online social phenomenon and its potential as a marketing tool. Building upon the marketing, social psychology, and information system literature, this study empirically examines a set of functional determinants derived from the technology acceptance model and socio-psychological determinants drawn from the theory of reasoned action and social cognitive theory that may be responsible for the motivations of participants in online social networks. We propose a model by integrating functional, social, and psychological factors in predicting attitude and online social network usage. The survey outcomes from a cross-sectional study among 387 Facebook users in Malaysia support the hypothesised model. This study contributes by extending the cognitive learning theories in predicting online social networking usage. Particularly, this research presents a different perspective on online social networking by exploring the mediating effect of attitude and the moderating role of individual characteristics. This study demonstrates that desirable changes in the perception of functional benefits, self-efficacy, and need for cognition as well as perceptions of social pressure from significant others might lead to corresponding changes in attitude towards online social networking. Results of the study support the model efficacy and predictive ability of the proposed integrative model which may serve as a theoretical foundation for future researchers interested in examining other virtual community engagements such as blogging, online advertising, and online public relations activities.