Gender and Usage Motive Differences in Social Media Usage Behavior
This study investigates how the millennial users' gender and usage motivation differences influence evaluation and usage of social media sites. This study develops and tests a conceptual model that captures the relationship among four social media usage factors, social media involvement, satisfaction, and usage intention. The moderating role of two user characteristics on the social media usage behavior is also empirically tested. Structural equation analysis results show significant moderating effects of gender and the hedonic usage motive of the millennial users on the evaluation and usage behavior of social media sites. Managerial implications and future research directions are discussed.