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Although understanding the role of users' overall active behavior on a social networking site (SNS) is of significant importance for both theory and practice, the complexity and difficulty involved in measuring such behavior has inhibited research attention. To understand users' active behaviors on an SNS, it is important that we identify and classify various types of online behaviors before measuring them. In this paper we holistically examine users' active behaviors on an SNS. Toward this end, we conduct three studies. First, we classify active behaviors on an SNS into four categories using the Delphi method. Then, we develop a measurement model and validate it using the data collected from an online survey of 477 SNS users. The measures of the developed instrument exhibit satisfactory reliability and validity and are used as indicators of the latent constructs. This instrument is then used in a predictive model based on commitment theory and tested using data from 1,242 responses. The results of data analysis suggest that affective commitment and continuance commitment are good predictors of overall active behavior on an SNS. This study complements the existing research on social media, cocreation, and social commerce. Most important, this study provides a theoretically sound measurement instrument that addresses the complex characteristic of overall active behavior on an SNS and which should be useful for future research. The findings of this study have important implications for practice as they highlight managing and stimulating users' active behaviors on an SNS. KEY WORDS AND PHRASES: Delphi study, measurement model, social media, social networking site, user commitment, users' active behavior.A SOCIAL NETWORKING SITE (SNS) IS A FORM OF ONLINE COMMUNITY through which users can connect with the people within and beyond their social circle. The pervasiveness of services offered by SNSs and their increasing and widespread influence as a source of information, as a marketplace, and as a setting for social contact has sparked research interest about the behavior of people on an SNS [14,90]. Recent findings [92,98] about the significant importance of users' active involvement and participation has further catalyzed this research interest.Active behavior and lurking (passive) behavior are two common types of behaviors on an SNS [81,95]. Active behavior refers to activities such as content creation, information sharing, meeting new people online and chatting with them, joining groups, talking about hobbies and personal interests, and posting or uploading videos or photos [9,82], which require use of active functions provided by the SNS. Lurking behavior refers to passive browsing of social network content [9,82]. Depending on a user's normal and regular behavior (active or passive), the user is termed an active user or a passive user [11, 76]. When individuals choose to actively participate in the communication, they are explicitly deciding to contribute their time, energy, attention, knowledge, and relationships ...

Purpose – Residing on social networking platforms, social games have unique characteristics distinguishing them from other digital games or online games. The purpose of this paper is to explore both social and gaming factors of social games and investigate their roles on enhancing perceived enjoyment. The authors also examine the relationships between perceived enjoyment, subject norm, perceived critical mass, intention to play, and actual behavior. Design/methodology/approach – This paper develops a research model including nine hypotheses. Using a survey questionnaire, empirical data were collected from 169 actual social game players. Structured equation modeling was used to test the proposed research models. Findings – Social identification, social interaction, and diversion significantly influence perceived enjoyment. Perceived enjoyment significantly influences the intention to play, which in turn significantly influences the actual behavior. Moreover, subject norm and perceived critical mass play different roles in determining the intention to play and the actual behavior. Practical implications – The results of this study provide social game practitioners with a set of rich insights into guidelines on designing specific social and gaming characteristics to improve users’ perceived enjoyment and actual playing behavior. Originality/value – Through analyzing characteristics of social games, The authors emphasize the difference between social games and other online games or computer games and recognize the enhancing role of social and gaming factors on perceived enjoyment. Findings of this study contribute to the literature on social games.

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Although the telecommunication industry in China is growing at a fast pace, and firms are making strong efforts to provide customers with various services, customer switching continues to be high. Satisfaction has been considered as one of the most important antecedent of customer loyalty. However, little attention has been paid to dissatisfaction, a qualitatively different construct from satisfaction, which also influences loyalty. Relying on the two-factor and three-factor theory, this research proposes a theoretical framework to demonstrate the coexistence of customer satisfaction and dissatisfaction, and investigates the different antecedents and influences of satisfaction and dissatisfaction on customer loyalty. Through an exploratory study, we derived 11 telecom service attributes and further classified them into three categories, namely, hygiene factors, bivalent factors, and motivating factors. Each of these categories has a distinct effect on shaping customers' satisfaction and dissatisfaction. The PLS analysis of the survey data collected from 679 respondents provides insights into the complex interrelationships between 11 telecom service attributes, functional perception, motivating perception, customer satisfaction, customer dissatisfaction, and customer loyalty constructs. This study has a few interesting implications for researchers and telecom industry managers.