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I Play, I Pay?: An Investigation of the User’s Willingness to Pay on Hedonic Social Network Sites

I Play, I Pay?: An Investigation of the User’s Willingness to Pay on Hedonic Social Network Sites

Bo Han
Copyright: © 2012 |Volume: 4 |Issue: 1 |Pages: 13
ISSN: 1942-9010|EISSN: 1942-9029|EISBN13: 9781466614659|DOI: 10.4018/jvcsn.2012010102
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MLA

Han, Bo. "I Play, I Pay?: An Investigation of the User’s Willingness to Pay on Hedonic Social Network Sites." IJVCSN vol.4, no.1 2012: pp.19-31. http://doi.org/10.4018/jvcsn.2012010102

APA

Han, B. (2012). I Play, I Pay?: An Investigation of the User’s Willingness to Pay on Hedonic Social Network Sites. International Journal of Virtual Communities and Social Networking (IJVCSN), 4(1), 19-31. http://doi.org/10.4018/jvcsn.2012010102

Chicago

Han, Bo. "I Play, I Pay?: An Investigation of the User’s Willingness to Pay on Hedonic Social Network Sites," International Journal of Virtual Communities and Social Networking (IJVCSN) 4, no.1: 19-31. http://doi.org/10.4018/jvcsn.2012010102

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Abstract

The user’s willingness to pay has become one of the most important success factors of hedonic social network site new business models and social media marketing activities. In the current study, the author investigates the influential factors of the user’s willingness to pay from the hedonic system use theories and the social capital based view. The author finds that the user’s perceived playfulness, which is considered a critical factor by practitioners, has no significant positive effect on the user’s willingness to pay. Along with other findings, the author has a further discussion on the fun-based business model development. This study provides a theoretical foundation for the future HSNS economic value research and offers several implications to practitioners.

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