Title: Hedonic vs. utilitarian value: influencing on social networking sites adoption of institutional investors

Authors: Md. Ziaul Haque; Aimin Qian; Md. Shariful Islam; Suraiea Akter Lucky

Addresses: Business School, University of International Business and Economics, Beijing, China and Department of MIS, Faculty of Business Administration, Noakhali Science and Technology University, Noakhali, Bangladesh ' Business School, University of International Business and Economics, Beijing, China ' Department of Economics, Bangladesh University of Professionals, Dhaka, Bangladesh ' Department of Agronomy, Bangladesh Agricultural University, Mymensingh, Bangladesh

Abstract: In recent years, social networking sites (SNSs) have evolved to be a revolutionary internet-based technology affecting every aspect of human life. This study attempted to uncover the utilitarian and hedonic value of SNSs among the institutional investors in Bangladesh. By using structured questionnaires, data were collected from the institutional investors. A widely used statistical technique namely structural equation modelling (SEM) was used for data analysis. It revealed that hedonic and utilitarian values are significant determinants to adopt the social networking sites (SNSs) among the institutional investors. Interestingly, it found that hedonic value has significant sway on utilitarian value on the adoption of SNSs. The most remarkable finding is that utilitarian value is a more robust predictor than hedonic value on adoption of SNSs among institutional investors. Finally, intention generated from hedonic and utilitarian value to adopt SNSs significantly proceeds to the actual adoption of SNSs. This study will carry significant implications for policymakers of capital market and SNSs service providers. It will extensively contribute to literature by exploring new concepts.

Keywords: hedonic; utilitarian; institutional; investors; SNSs; adoption.

DOI: 10.1504/IJBIS.2022.127557

International Journal of Business Information Systems, 2022 Vol.41 No.4, pp.525 - 547

Received: 05 Sep 2019
Accepted: 30 Dec 2019
Published online: 09 Dec 2022 *

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