Social network service based on ABC theory

Abstract

BACKGROUND:

The rapid development of information technology has changed the interactive behaviors in people’s daily lives.

OBJECTIVE:

The purpose of this paper is to investigate as to whether the characteristics of the social network service (SNS) can increase the motivation (antecedent) of the SNS users; and in turn, increase their affection and cognitive (beliefs) towards the SNS; and then increase their purchase behavior (consequence).

METHODS:

This study uses the antecedent belief consequence (ABC) theory, and collects data from the SNS users in Taiwan, with a total of 188 valid surveys were completed for model testing.

RESULTS:

The findings show that: (1) The SNS characteristics (information and service qualities), indeed, have influenced the affection and cognitive of the SNS users, but the system quality can only influence the affection of the SNS users. (2) The purchase behavior of the SNS users have been influenced by the cognitive of the SNS users only, but not by the affection.

CONCLUSIONS:

The result demonstrates that the beliefs of the SNS users should be considered when the researchers investigate the purchase behavior of the SNS users. This paper also discusses the contribution to the research and the SNS management practice.

Keywords

Social network service ABC theory online social network characteristics

Christina Ling-hsing Chang is Professor at the Department of Information Management, National Pingtung University in Taiwan R.O.C. Her research areas include the relation between culture and IT development, the career anchors and management of IS personnel, and qualitative methodology. She has had research papers published in Computers in Human Behavior (SSCI); European Journal of Information Systems (SSCI); Information & Management (SSCI); International Journal of Information Management (SSCI); International Journal of Project Management (SSCI); Journal of Knowledge Management (SSCI). “The Role of Organizational Culture in The Knowledge Management Process” has received the Emerald Literati Network Awards for Excellence 2016 winner.

Sheng Wu is an Associate Professor of Information Management at the Southern Taiwan University of Science and Technology. He received his Ph.D. degree from the National Sun Yat-Sen University. His current research interests include knowledge management, electronic commerce, and management of information systems. His research has been accepted and/or published in academic journals such as the Information & Management, Information Systems Journal, Decision Support Systems, Online Information Review, Information Technology and People, Journal of Organizational Computing and Electronic Commerce, Expert Systems with Applications and various other journals. He is the corresponding author.

1 Introduction

The social networks service (SNS) has developed rapidly, with more than 2.484 billion users that have frequently visited the SNS worldwide in 2019 [6]. The expansion of the user scale resulted in the increased value of the SNS [77]. For example, social media has not only changed the ways people communicate with each other in their daily lives, but also provides business opportunities for companies. Nearly half of the users reported that they would directly purchase products from the SNS [34].

SNS usage plays a key role in the SNS development, and many researchers and practitioners have focused on this issue because it has contributed to the promotion of advertising revenue and sales on social networks [10]. Marketers and researchers identifying the specific motivations of the SNS usage may help them to better understand the relationship between the SNS characteristics and the SNS users’ behavior more comprehensively; and this knowledge may well contribute to the provision of better services and experiences for the users and, in turn, facilitate the sustainable development of the SNS [28 , 64]. For this reason, the first research question is thus, how to advance the characteristics of the SNS so it can increase the motivation (antecedent) of the SNS users to purchase behavior from the online brand community?

Till now, there has been an enormous number of SNS users in the social media market, providing functions like posting articles, sharing photos and videos, writing a blog, and exchanging ideas (e.g. Blog, Wikipedia, Facebook, QQ Net, WeChat, Weibo, LINE, Instagram) [46, 61]. In these networks, users can communicate, interact with each other [28 , 64], and be in line with the real world [7, 50]. In fact, SNS has already become part of the Internet users’ life, which has tremendously influenced the interactive style of people and thereby meets the demands of the users’ interaction [7, 50], especially during the CovID-19 pandemic outbreak period.

In light of this, the SNS users have the chance to interact and discuss product brands online, which has led many enterprises to develop their own SNS [26]. For instance, Burberry has created their own digital methods to increase recognition, facilitate contact, and improve their communication with more customers than before. Burberry’s usage of Facebook has popularized their fashion brand and has made it become a leading role model in the fashion industry [8]. Therefore, Burberry’s customers can use a variety of devices to identify and connect with this digital company through the enterprise community on Facebook [75].

Although previous studies have introduced several theoretical models to better understand the social network usage, such as the technology acceptance model, the theory of planned behavior, and the theory of reasoned action [14, 62]. These studies indicate that the perceived usefulness, perceived ease of usage, attitude, and subjective norms significantly influence the individuals’ SNS usage [14, 62]. However, prior literature on the SNS has mainly focused on the motivations for general usage or the usage of features [35 , 71], and has neglected the SNS characteristics, and the individual’s beliefs to study the critical issue so as to increase the SNS users purchase behavior in the SNS. To fulfill the gap between this paper and prior studies, the second research question is: behind the motivation (antecedent) of the users to use SNS, what factors will increase their SNS purchase behavior?

In point of fact, the goal of this study is therefore based on the ABC theory of Ellis [19 –21], adopted SNS characteristics [17, 60], as the SNS characteristics can be the ABC theory’s antecedent of the SNS users, affection, and cognitive can be the ABC theory’s beliefs of the SNS users, and the purchase behavior can be the ABC theory’s consequence of the SNS users. Therefore, the two research questions of this study not only can fulfill the gap between this paper and prior studies, but also can provide another point of view.

Meanwhile, academia can examine and better understand the mechanism of the ABC theory to drive the purchase behavior of the SNS users, and has demonstrated the SNS characteristics (information, and service qualities) have influenced the affection and cognitive of the SNS users, but the system quality can only influence the affection of the SNS users. In addition, the purchase behavior of the SNS users has only been influenced by the cognitive of the SNS users, but not by the affection. For practice, the SNS management should focus on the information and service qualities in the SNS, accordingly, then the SNS users will be rational when considering the purchase behavior in the SNS; thus, the cognitive of the SNS users is much more critical than their affection. It is hoped that this study can add more value to the SNS, and provide useful suggestions for the SNS management as well as other new insights.

2 Literature review

2.1 ABC theory

The ABC model (Adverse event - Beliefs - Consequences), a cognitive theoretical model originated by Ellis [19 –21], and it falls under the umbrella of applied behavior analysis which is based on the work of Skinner [70] - the father of behaviorism. Skinner [70] developed the theory of operant conditioning, which uses a three-term contingency to shape behavior: stimulus, response, and reinforcement. Instead of a stimulus, an individual has the antecedent, instead of the response, an individual has the beliefs, and instead of the reinforcement, an individual has a consequence [73, 78].

Therefore, to better understand the ABC theory, it’s important to take a look at what these three terms mean and why they are important: (1) Antecedent: this refers to the action, event, or circumstance that occur before the behavior, as the “setting event,” the antecedent is anything that might contribute to the behavior. It may be the quality of the social network, may influence the affection or cognitive of the SNS users. (2) Beliefs: refers to what is the SNS users affection and cognitive to the online brand community. (3) Consequence: this is an action or response that follows the beliefs, such as: the purchase behavior of the SNS users.

The ABC Model partially works by showing one connection between events (antecedent) and their emotions/feelings (affection, cognitive) (beliefs), and by showing one that the events around them do not necessarily dictate their emotions/feelings [63]. It has been used in the education domain, and found that one absorbs the influence that cognition has on their emotions/feelings, and are taught to recognize, observe, and monitor their own thoughts [49]. Cognition is a mediator between an event and its consequences [16 , 78], according to one’s consequences (C) is not solely determined by the activating event (antecedent, A) but largely by the beliefs (B) of one has about the event [44, 78].

Cognitive Therapy (CT), developed by Beck in the 1960s [3], which is based on the cognitive model, states that thoughts (cognitive), emotions/feelings (affections) and behavior are all connected, CT emphasizes the centrality of the cognitive processes in understanding emotional disturbance following an adverse event. However, it distinguishes between two sets of cognitions - rational and irrational ones - and their related behavioral consequences [22]. The idea is: how one thinks (cognition), how one feels (emotion, affection), and how one acts (behavior), all interacting together [49]. Specifically, one’s thoughts determine one’s feelings and cognitive.

Therefore, the beliefs of an individual constituted by affection and cognitive in two parts: (1) the first one includes emotions/feelings to events by an individual; (2) the second one includes reasonable and reasoning to thought events by an individual [49].

In light of above deduction, this study believes that the SNS characteristics (system, information, and service quality) could be the antecedent factors, and which can influence the beliefs (affection and cognitive) of the SNS users, in turn, the consequence (purchase behavior of the SNS users) has been influenced. Thus, the following sections will discuss the system, information, service quality of the SNS (antecedent), affection and cognitive (beliefs), and the purchase behavior (consequence) in SNS.

2.2 Social network service (SNS) characteristics

Successful Information systems (IS) have three critical characteristics [17 , 68]: system quality, information quality, and service quality. In the Internet world, IS has not only been provided for the employees, but has also been developed for Web 2.0 interaction - SNS. Therefore, the SNS should be satisfactory to the users in virtue of the good information and service quality. The qualification of the SNS includes system quality, information quality, service quality; then improves the usability, and security of the system quality; increases the reliability and instant information of the information quality; enhances the commitment, and help of the service quality [37, 40]; hence, these factors can attract many more participants.

2.2.1 System quality

The system quality of the SNS includes [32]: (1) Usability: applicable to a related value, visually appealing, and consistent information which arouses curiosity [27 , 72]. (2) Security: the privacy and data protection of the SNS [32]. In light of this, these two factors are critical for the system quality of the SNS [27 , 74].

2.2.2 Information quality

Information quality depends on the users’ perceptions of the IS output value [9], so the SNS should have these two characteristics [32 , 72]: (1) Reliability: current, accurate, and credible information. (2) Instant Information: the information of response feedback communication, and timely response [2 , 74]. For the above reasons, these two factors are important for information quality.

2.2.3 Service quality

Service quality in the traditional IS environment is based on the perspective that the organization is composed of multiple processes with the goal of providing the customer with high-quality service [1]. It typically refers to the availability of multiple communication mechanisms for accepting the consumer complaints and the timely resolution of these complaints, but may also include assisting the consumers in using a product effectively, suggesting complementary products or service, and joint problem solving [4]. Service quality is important because of the lack of face-to-face contact on a Website [1].

Simply stated, service quality includes [60]: (1) Commitment: being able to perform the promised service dependably and accurately [27 , 72]. (2) Help: willingness to help customers and provide prompt services [27 , 72]. For the above reasons, these two factors are significant for the service quality.

2.3 The online social network characteristics and the beliefs of ABC theory

2.3.1 The system quality of the SNS and the beliefs of the ABC theory

Although many studies have investigated the relationship between the Web quality and user acceptance; however, most studies have given little attention to the relationships between the system quality and the beliefs of the SNS users [2]. For this reason, Ahn et al. [2] explored the Web quality and the relationship between the user’s beliefs. Meanwhile, McKnight et al. [48] found that if the e-commerce system has high quality, then the customers have trust to the software. In addition, Lin [38] asserted that the high system quality of the SNS will increase the SNS users’ belief, and the attitude to interact with it. Thus, if the system quality of the SNS can satisfy the need of the SNS users, such as usability, and security; then it will increase the affection and cognitive of the SNS users. Hence, we posit:

System quality of the SNS has a positive effect on the affection of the SNS users

System quality of the SNS has a positive effect on the cognitive of the SNS users

2.3.2 The information quality of the SNS and the beliefs of the ABC theory

Accordingly, the information quality depends on the user’s perceptions of the IS output value [9], and the same information may be of high quality for one user and be of low quality for another [5]. For example, a list of names with mailing addresses in a given locality may be high quality for a user who wants to mail advertisements for a consumer product, but may be low quality for a user who wants to contact all the medical doctors in the locality [5]. In addition, prior research has stressed the importance of information quality, and it has increased the intrinsic and extrinsic beliefs of the users toward using the Internet shopping malls [1]. Thus, if the SNS can provide reliability, and instant information to the SNS users; then the information quality of the SNS will increase the affection and cognitive of the SNS users. For this reason, we posit:

Information quality of the SNS has a positive effect on the affection of the SNS users

Information quality of the SNS has a positive effect on the cognitive of the SNS users

2.3.3 The service quality of the SNS and the beliefs of the ABC theory

Service quality is more necessary for the Internet shopping mall than other Websites because the Internet shopping mall should provide online services in finding, ordering, and delivering the physical products [1]. They are likely to enhance helpfulness of the Website and support the users in each step of their purchasing process. Hence, based on the study of Pitt et al. [60], service quality of the SNS should provide commitment and help the SNS users. Thus, if the SNS users believe the SNS has these two factors, then the service quality of the SNS will increase the affection and cognitive of the SNS users. Therefore, we posit:

Service quality of the SNS has a positive effect on the affection of the SNS users

Service quality of the SNS has a positive effect on the cognitive of the SNS users

2.4 The beliefs and the consequence of the ABC theory

Based on the ABC theory [19 –21], the three terms of an individual’s behavior are: the antecedent first, then the beliefs; with the consequence being the last one. SNS users’ beliefs regarding the target, while the purchase behavior will be influenced by their beliefs [75]. Also, the customers’ positive beliefs in e-commerce experience will result in repeated purchasing [31]. Therefore, the relationship between beliefs and behavior of online buying has also been proven by many scholars [15, 36]. As per the aforementioned reasons, we can assume that the SNS users’ positive beliefs (including affection, cognitive) toward the SNS will increase their purchase behavior. Thus, this study posits:

The affection of the SNS users has a positive effect on their purchase behavior

The cognitive of the SNS users has a positive effect on their purchase behavior

The research model in Fig. 1 is based on the review of the literature, and summarizes all the hypotheses. As shown in the model, this study attempts to explore the purchase behavior of the SNS users, based on the antecedent, beliefs, and consequence of the ABC theory.

Fig. 1

Research Model.

3 Research method

3.1 Survey administration

An announcement was posted on the Internet discussion forum to recruit online users and people who frequently join virtual communities. We released the invitation with limited distribution on the Internet, and the announcement stated the purpose of this study and specified that only those with SNS experiences would be qualified to participate in the survey. To ensure confidentiality, all the participants were informed that their responses would remain anonymous and would be used for academic purposes only. We adopted the survey method for collecting 188 samples from Taiwan. Although the SNS in a broader sense (such as Amazon, Facebook, WeChat, etc.) has different purposes; however, enterprises will use these SNS to promote their product brands online. Therefore, this study treats these profit-oriented communities uniformly in the data collection process. The sample offered a two dollars reward after they had completed the questionnaire. Amongst them, there were more female respondents (65.43%), than male (34.57%). More than 95% possessed a college or higher degree, and most respondents were aged less than 35. Table 1 shows the detailed demographic information.

Table 1
Descriptive Statistics of Respondents’ Characteristics

Events Contents # %

Gender Male 65 34.57

Female 123 65.43

Age < =25 130 69.15

>25 and < =30 19 10.11

>30and < =35 20 10.64

>35and < =40 11 5.85

>40 and < =45 4 2.13

>45 and < =50 2 1.06

>50 and < =60 2 1.06

Education High school 9 4.79

Junior college graduates 4 2.13

Bachelor’s degree 123 65.43

Master 51 27.13

Ph. D 1 0.53

Events	Contents	#	%
Gender	Male	65	34.57
	Female	123	65.43
Age	< =25	130	69.15
	>25 and < =30	19	10.11
	>30and < =35	20	10.64
	>35and < =40	11	5.85
	>40 and < =45	4	2.13
	>45 and < =50	2	1.06
	>50 and < =60	2	1.06
Education	High school	9	4.79
	Junior college graduates	4	2.13
	Bachelor’s degree	123	65.43
	Master	51	27.13
	Ph. D	1	0.53

3.2 Constructs

With regard to the ABC theory, the antecedent had been applied to the SNS characteristics (system, information, and service quality), the beliefs including the affection and cognitive two factors, and the consequence was applied to the purchase behavior of SNS users (see Appendix).

The antecedent includes the system, information, and service qualities as three factors of the second-order reflective constructs. System quality includes two dimensions: the usability and the security. A total of three questions obtained from DeLone & McLean [17] and Gorla et al. [27] were used as measure usability. A total of three questions obtained from McKnight et al. [47] and Hsu et al. [33] were used to measure security. Information quality includes two dimensions: the reliability and the instant information. A total of two questions obtained from DeLone and McLean [17] and Gorla et al. [27] were used as measure reliability. A total of two questions obtained from Haslam and Fiske [30] were used as measure instant information. Service quality includes two dimensions: the commitment and the help. A total of two questions obtained from Pitt et al. [60] were used as measure commitment. A total of four questions obtained from Pitt et al. [60] were used as measure help.

The beliefs includs two factors: the affection and cognitive. A total of four questions obtained from Pitt et al. [60] and Liu and Chan [41] were used as measure affection. A total of four questions obtained from Rethans et al. [66] and Wu et al. [76] were used to measure cognitive.

The consequence in this study was purchase behavior of the SNS users, and the purchase behavior was measured by using two frequency questions that had been developed by this study.

All of the aforementioned 25 items were measured on a 5-point Likert scale, with anchors ranging from 1 (strongly disagree) to 5 (strongly agree). This study developed measurement items by adopting measures that had been validated in prior studies, and modified the items to fit our context in virtual communities. A pre-test of the questionnaire was performed with help from three specialists in the SNS sector and two professors in the IS domain to assess the validity of its content; this included the ease of understanding, sequence of items, and contextual relevance. The questionnaire was slightly modified according to the comments from these experts. To ensure the reliability of the questions and the feasibility of the survey process, a pilot test was taken involving eight SNS users. The wordings of the questions were also slightly changed based on the SNS users’ comments from the pilot test.

3.3 Reliability and validity

Item reliability, convergent validity, and discriminant validity tests are often used to evaluate the measurement model in partial least squares (PLS). To achieve the required reliability, the CR should be greater than 0.7 and all the factor loadings be above 0.5. The results in Tables 2 and 3 show the proper reliability of the measurement items. To achieve the required convergent validity, CR should be greater than 0.7, and AVE should be greater than 0.5 [24]. The results in Tables 2 and 3 show the convergent validity of the measurement items. To achieve the adequate discriminant validity, the correlation between the pairs of constructs should be less than 0.90, and the square root of AVE should be greater than the inter-construct correlation coefficients [23].

Table 2
Reliability and Validity of Each Construct

Cronbach’s Alpha CR AVE

Information Quality (IQ) 0.777 0.857 0.602

Service Quality (SERQ) 0.904 0.929 0.723

System Quality (SYSQ) 0.844 0.885 0.565

Affection 0.843 0.893 0.677

Reliability 0.865 0.937 0.881

Behavior 0.912 0.958 0.919

Cognitive 0.885 0.920 0.743

Commitment 0.837 0.924 0.860

Instant Information 0.731 0.881 0.787

Help 0.857 0.913 0.778

Security 0.878 0.925 0.805

Usability 0.777 0.870 0.691

	Cronbach’s Alpha	CR	AVE
Information Quality (IQ)	0.777	0.857	0.602
Service Quality (SERQ)	0.904	0.929	0.723
System Quality (SYSQ)	0.844	0.885	0.565
Affection	0.843	0.893	0.677
Reliability	0.865	0.937	0.881
Behavior	0.912	0.958	0.919
Cognitive	0.885	0.920	0.743
Commitment	0.837	0.924	0.860
Instant Information	0.731	0.881	0.787
Help	0.857	0.913	0.778
Security	0.878	0.925	0.805
Usability	0.777	0.870	0.691

Table 3

The Results of Discriminant Validity

	IQ	SERQ	SYSQ	Affection	Reliability	Behavior	Cognitive	Commitment	Instant Information	Help	Security	Usability
IQ	0.776
SERQ	0.718	0.850
SYSQ	0.728	0.784	0.752
Affection	0.775	0.782	0.764	0.823
Reliability	0.871	0.749	0.717	0.673	0.939
Behavior	0.254	0.232	0.227	0.255	0.195	0.959
Cognitive	0.726	0.673	0.606	0.690	0.594	0.288	0.862
Commitment	0.687	0.922	0.728	0.694	0.751	0.211	0.648	0.927
Instant Information	0.825	0.449	0.504	0.640	0.442	0.240	0.640	0.391	0.887
Help	0.672	0.962	0.750	0.771	0.677	0.225	0.628	0.780	0.447	0.882
Security	0.687	0.672	0.908	0.703	0.640	0.178	0.581	0.654	0.519	0.622	0.897
Usability	0.564	0.699	0.824	0.613	0.605	0.225	0.458	0.609	0.332	0.697	0.510	0.831

Diagonal elements (bold) are the square root of AVE. IQ: Information Quality; SERQ: Service Quality; SYSQ: System Quality.

4 Data analysis and results

Hypothesis testing was conducted through the PLS regression analyses using the SmartPLS 3 with bootstrapping as a resampling technique (5000 random samples) was used to estimate the structural model and the significance of the paths (t-value) [11]. PLS recognizes two components of model building, i.e., the measurement model and the structural model, and employs a component-based approach for estimation purposes [42]. We used the PLS that was also based on the following four reasonable explanations: (1) It places minimal restrictions on the measurement scales, sample size, and residual distributions [12]. (2) It choses to accommodate the large number of constructs [56]. (3) The relaxation of normal distributional assumptions is required by the maximum likelihood method used to estimate the models using the covariance-based structural equation modeling [29, 69]. (4) The PLS, a second-generation multivariate technique, was used for estimating the parameters of a structural model.

This study was based on the ABC theory. There are many papers that argue that the PLS focuses on the prediction and exploration of theory and fits small samples. In this paper, we assessed that the PLS is considered an appropriate analytical tool.

Hypothesis testing results indicate that most of hypotheses are supported as demonstrated in Fig. 2 and Table 4. First, purchase behavior is affected by cognitive, but affection; thus, a total of 8.9% variance of purchase behavior can be explained, and the H_2 - 2 is supported, but H_2 - 1 is not supported. Second, affection has been strongly affected by the system quality, information quality, and service quality; thus, the H_1-1-1, H_1 - 2 -1, and H_1 - 3 -1 are supported. There is 57.4% variance of affection that can be explained by total independent variables. Third, cognitive was only strongly affected by information quality, and service quality, but not the system quality; thus, the H_1 - 2 -2, and H_1 - 3 -2 are supported, but H_1-1-2 is not supported. There is 72.4% variance of cognitive that can be explained by the total independent variance. The research model constructed on this subject represents the study’s contribution to the academic arena.

Fig. 2

The Result of Research Model.

Table 4

The Results of Research Model

Hypotheses	β	t Value
H_1-1-1: System Quality ->Affection	0.237^**	2.812^**
H_1-1-2: System Quality ->Cognitive	–0.012	0.137
H_1 - 2 -1: Information Quality ->Affection	0.360^***	4.398^***
H_1 - 2 -2: Information Quality ->Cognitive	0.504^***	6.303^***
H_1 - 3 -1: Service Quality ->Affection	0.338^***	5.501^***
H_1 - 3 -2: Service Quality ->Cognitive	0.321^***	3.306^***
H_2 - 1: Affection ->Purchase Behavior	0.106	0.961
H_2 - 2: Cognitive ->Purchase Behavior	0.215^*	1.966^*

^***: p < 0.001; ^**:p < 0.01; ^*:p < 0.05.

5 Discussion

5.1 Relationship between the online social network characteristics and the beliefs of the ABC theory

5.1.1 The system quality and the beliefs of the ABC theory

H_1-1-1 considered that system quality of the SNS had a significant positive effect on the affection of the SNS users; thus, the H_1-1-1 was supported in this study. However, the system quality of the SNS had no significant positive effect on the cognitive of the SNS users; hence, H_1-1-2 was not supported in this study. The findings only partly consist with the study of Ahn et al. [2], Lin [38], and McKnight et al. [48].

On the one hand, because the affection incline being emotional to the events by the SNS users [49]; hence, if the system quality of the SNS is satisfied by the users, then their affection will be increased. On the other hand, the cognitive incline being reasonable and reasoning to thought events by the SNS users [49]; thus, even the system quality of the SNS is satisfied by the users, but their cognitive did not have a significant effect on it.

5.1.2 The information quality and the Beliefs of the ABC theory

H_1 - 2 -1 and H_1 - 2 -2 considered that the information quality of the SNS had a significant positive effect on the affection and cognitive of the SNS users. Therefore, the H_1 - 2 -1 and H_1 - 2 -2 have been supported in this study. The finding proved that the information quality of the SNS can increase both the affection and cognitive of the SNS users, and the result is consistent with the study of Ahn et al. [1], Bovee et al. [5], and Chen [9]. The result indicates both the affection and cognitive of the SNS users will be influenced by the information quality of the SNS; thus, the information quality is quite important for the SNS users, no matter what their emotions/feelings, and reasonable/reasoning thoughts are.

5.1.3 The service quality and the beliefs of the ABC theory

H_1 - 3 -1 and H_1 - 3 -2 considered that service quality of the SNS had a significant positive effect on the affection and cognitive of the SNS users. Therefore, the H_1 - 3 -1 and H_1 - 3 -2 have been supported in this study. The finding proved that service quality of the SNS can increase both the affection and cognitive of the SNS users, and the result is consistent with the study of Ahn et al. [1] and Pitt et al. [60]. The result also indicated that both the affection and cognitive of the SNS users will be influenced by the service quality of the SNS; thus, service quality is significant for the SNS users.

5.2 Relationship between the beliefs and the consequence of the ABC theory

H_2 - 1 considered that affection of the SNS users did not have a significant positive effect on their purchase behavior. Therefore, H_2 - 1 was not supported in this study. On the other hand, cognitive of the SNS users has a significant positive effect on their purchase behavior. Therefore, H_2 - 2 was supported in this study. The finding is only partly consistent with the study of Crespo and Bosque [15], Hernández et al. [31], Lee et al. [36], and Wu et al. [75].

The result indicates that the SNS users will have a higher cognitive to rational thought, and then decide as to whether they have the purchase behavior in the SNS. However, even the SNS users have higher emotions/feelings sensitivity, but their purchase behavior will not be influenced by affection.

6 Contributions

6.1 For academic

Firstly, only the system quality of the SNS was significant on affection of the SNS users, but cognitive was not; thus, the result exhibits that when the ABC theory applies to the SNS – the virtual situation – one of the antecedent (events): system quality will be more easily to influence their affection than cognitive. Two of the antecedent: the information and service qualities, are very critical to the SNS users’ beliefs (affection and cognitive) in the virtual situation due to these two qualities being the critical factors to help them evaluate the characteristics of the SNS.

Secondly, only the cognitive of the SNS users had significant effect on the purchase behavior of the SNS users; but not their affection. The result presents that only rational consideration (cognitive) can push them to have purchase behavior in the SNS, but not their emotional feeling (affection). After they browse the SNS, and have deeper consideration, they will reduce their willingness to pay money to buy products (purchase behaviour).

Thirdly, this study has provided another point of view, and extended the ABC theory to explore the mechanism of the relationship among the SNS characteristics (antecedents), the beliefs, and behavior of the SNS users; and is a good way to promote product brands on the SNS platform.

Furthermore, the ABC theory is suitable for both actual and virtual backgrounds. If future studies decide to explore this topic, then they should take into consideration the issue of the affection and cognitive of the SNS users by using a different approach, and this very critical contribution can provide other scholars; thus, academia can examine and have a deeper understanding of the ABC theory.

6.2 For practice

Firstly, this study believes that the SNS management should understand that the system quality of the SNS can only increase the affection of the SNS users, due to their belief that the system quality should be the basic and necessary elements in the SNS; thus, it cannot influence their cognitive significantly. Meanwhile, the SNS management should provide good information and service qualities of the SNS to their users due to both of these two qualities, as it can increase their affection and cognitive at the same time. However, good system quality is not so critical as the information and service qualities for the SNS users.

Secondly, the prime mission for the SNS management should be to enhance the cognitive of the users; otherwise, even if they have higher feeling/emotions sensitivity for the brand’s products in the SNS, it still will not increase their purchase behavior in the SNS platform.

Thirdly, although the usability and security of the SNS is necessary for the SNS users, however, it is only the lowest level of requirement conditions for the SNS. Therefore, this study recommends that the SNS management should provide reliable, instant information first, be committed to helping the SNS users; then, both the affection and cognitive (beliefs) of the SNS users will be improved and be more willing to purchase the brand’s products in the SNS. This study can achieve the spread of the brand’s goal. Actually, the results of this study, indeed, have provided very important clues and insights for the SNS management.

7 Conclusion

The findings show that: (1) The SNS characteristics (information and service qualities), indeed, have influenced the affection and cognitive of the SNS users, but the system quality can only influence the affection of the SNS users. (2) The purchase behavior of the SNS users have only been influenced by the cognitive of the SNS users, but not by their affection. The result demonstrates that the beliefs of the SNS users should be considered when the researchers investigate the purchase behavior of the SNS users.

However, two limitations of this study are as follows: (1) The samples of this study only collected data from Taiwan, therefore, the researcher should consider collecting data from many other countries in future studies, in order to compare and contrast the global cultural gap within other societies so as to achieve the external reliability. (2) Although the results of this study are very important; however, the quantitative research cannot inform the audience as to why the system quality of the SNS cannot influence the affection of the SNS users, and why the affection of the SNS users cannot influence their purchases in the SNS. Now, this study provide other scholars can use qualitative research method to resolve these questions in future, thereby gaining a better understanding on the continuing studies of the SNS.

Footnotes

Acknowledgments

The author is thankful to the Ministry of Science and Technology under the Grants MOST105-2410-H-153-004 and MOST 109-2410-H-218-005.

Author contributions

CONCEPTION: Christina Ling-hsing Chang and Sheng Wu

METHODOLOGY: Christina Ling-hsing Chang and Sheng Wu

DATA COLLECTION: Christina Ling-hsing Chang

INTERPRETATION OR ANALYSIS OF DATA: Christina Ling-hsing Chang and Sheng Wu

PREPARATION OF THE MANUSCRIPT: Christina Ling-hsing Chang and Sheng Wu

REVISION FOR IMPORTANT INTELLECTUAL CONTENT: Christina Ling-hsing Chang and Sheng Wu

SUPERVISION: Christina Ling-hsing Chang and Sheng Wu

Appendix: Measuring items for each construct

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