Can Social Role Theory Explain Gender Differences in Facebook Usage?

Abstract

Social networking sites (SNS) such as Facebook are now a primary communications medium used to connect individuals and businesses worldwide. Businesses can profit by interacting with consumers through these platforms and therefore have a vested interest in consumers continued usage of SNS technologies. To date published research on SNS usage largely assumes males and females evaluate the sites in a similar manner. Drawing from social role theory, our study investigates the neglected context of gender differences using constructs that are theoretically and empirically linked to IT continuance. Our results confirm that gender differences exist. For the sample and context perceived risk and perceived enjoyment had a greater impact on Facebook continuance intention for males. Different antecedents, perceived usefulness, perceived ease of use, and reputation had a greater influence on Facebook continuance intention for females. The results support the assertions of Social Role Theory. Theoretical and practical contributions are discussed.

A multi-analytical approach to predict the Facebook usage in higher education

“…Other researchers (Jan & Contreras, 2011;Kang & Lee, 2010;Lee, 2009;Merhi, 2015;Pontiggia & Virili, 2010;Sledgianowski & Kulviwat, 2009;Wu, Chen, & Lin, 2007;Yen, Wu, Cheng, & Huang, 2010) examined that the usefulness of a system in terms of user's thinking had a positive influence on adoption of social networking sites. In other studies, on Facebook adoption, PU is classified as the degree to which a user accepts (with trust) Facebook for educational purposes (Lin, Li, Califf, & Featherman, 2013;Mazman & Usluel, 2010). Sanchez et al (2014) in their study results found that PU (besides SI, PEoU) had a significant positive influence on the adoption of Facebook for academic purposes by college students.…”

“…Social networking sites (Facebook) offers various applications for users' entertainment such as play games, share funny videos, praise people's achievements and etc. "Therefore, users who experienced enjoyment from using these applications are more likely to adopt them" (Lin et al, 2013). Other researchers (Kang & Lee, 2010;Lin & Lu, 2011;Sledgianowski & Kulviwat, 2009) also considered social media as a pleasureoriented information system, where members are more likely to continue social media (Facebook) adoption for their perceived enjoyment.…”

Understanding Gender Differences in m-Health Adoption: A Modified Theory of Reasoned Action Model

“…If they or their friends think something is useful and important, they may have a higher level of usage intention. 49 Lin et al 50 found that the positive influence of perceived usefulness on Facebook continuance intention will be stronger for men than for women. Venkatesh et al 51 suggested that men tend to rely less on FC when considering use of a new technology, whereas women tend to place greater emphasis on external supporting factors.…”

Are sex differences in antisocial and prosocial Facebook use explained by narcissism and relational self-construal?

“…Do men and women differ in these uses of Facebook? While some researchers have assumed that men and women share the same motives for engaging with others on Facebook (Hargittai, 2007), others have called for further investigation into sex differences in motives for using social networks (Lin, Califf, & Featherman, 2013). To fill this research gap, the present study examined sex differences in the extent of endorsing two types of motives for using Facebook: antisocial motives, such as using Facebook to seek attention or to bully/troll others, and prosocial motives, such as using Facebook to increase belonging and to connect with others.…”