Inf Technol Manag (2016) 17:1527

DOI 10.1007/s10799-015-0227-3

Factors influencing the social networking service users value

perception and word of mouth decision of corporate post
with special reference to the emotional attachment
Sang-Ho Lee1

Published online: 30 April 2015

 Springer Science+Business Media New York 2015

Abstract This study deals with the subjects considering
the social networking service (SNS) users social knowl-
edge value perception, and decision to word of mouth
(WOM) of the corporate SNS post. Cases of corporate
management and marketing utilizing SNS have been in-
creasing recently. Therefore researcher is trying to confirm
the SNS users value perception of social knowledge has an
effect on the decision of the word of mouth and informa-
tion sharing of the corporate post. In addition, researcher
has determined that the person in charge of the company is
to make the management and this is very important. Thus,
researcher has proposed a research model of the social
knowledge value perception and WOM decision variable,
include several precedents variables of users personal
value factors like an emotional attachment, self-esteem,
self exposure. Results of this study, the SNS user has
recognized the value of social knowledge through the
emotional and personal factors. And it was found to de-
cided WOM by the mediating its perception. This was
supported in the same way comparisons between groups.
These results have an implication, that there is need to
managing a service company to make the business and
marketing the SNS is in mind the emotional and personal
factors and the social knowledge recognition of the SNS
user. That is person in charge of the corporate SNS site
must understand the relationship of WOM decision of user
and their various perception in personal and social sides.
As a result, active minority user group deliver actively
& Sang-Ho Lee
leeshow@empas.com
1
School of Digital Media, Design and Culture Content
Research Center, Kyungsung University,
Busan Metropolitan City 608-736, Republic of Korea
positive corporate message to a large number of other user
groups. Therefore, the utilization of the SNS like these
method, it is expected to become an important tool in order
to carry out marketing activities and management of the
company. Researcher confirmed the model fits and paths
analysis of personal and social value factor model through
the structural equation modeling. Researcher could identify
that the emotional attachment and other personal factors
and social knowledge value perception factors affected the
WOM decision of social media corporate post. Finally, the
results of study are expected to contribute to deal with the
importance of emotional perception, social knowledge
value perception, and WOM decision of SNS practically.
Keywords Social knowledge
WOM decision

Corporate SNS management
Emotional attachment
SNS
1 Introduction
Cases of corporate management and marketing utilizing
social networking service (SNS) have been increasing re-
cently. But corporate SNS manager, how much understand
the users (personal and social) value perception? In this
study, from the viewpoint of the corporation, it was per-
formed to understand the corporate SNS user, and to make
active utilization of the management and marketing.
This study deals with the subjects considering the SNS
users personal and emotional value perception, social
knowledge value perception, and the decision to word of
mouth (WOM) of the corporate post in social media service.
The key theme of this study is to confirm the factors influ-
encing the WOM decision, when people uses the social me-
dia, and the users personal value factors, like an emotional

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attachment, self esteem, self exposure and social knowledge
value perception effect on the satisfaction and the WOM
decision (corporate SNS post diffusion by post delivering).
Recently rapid subscribers growing of social media
(facebook.com, twitter.com) drive the research for the
diffusion factors and the social issues to post acceptance of
media users. The former study [3, 1113, 39, 44] is the
finding reason for diffusion, and the later study [17, 2830,
43] is research for alternatives of after spreading phe-
nomena and issues. The study of the former and the latter is
called a completely different perspective view, but also the
researcher can be explained the relationship between the
two is connected to each other. Researcher tries to find the
factors for SNS growth and diffusion from the emotional
and social knowledge factors. And through the exploratory
approach, a researcher can propose to expected problems
and solutions of the corporate post diffusion.
Many of previous studies deal with the personal value and
social value factors for spread of social media [11, 16, 29].
However, researcher assumed the emotional factors such as
emotional attachment were connected to personal and social
value. Therefore the alternatives for the addicted using and
spreading activities can be explained by emotional factors
before personal and social value factors. For instance, people
who use facebook or twitter feel a basic and simple affinity
with their pages, but the affinity comes from their own
emotional images (personal value factors) and social knowl-
edge with connected friends in the sites(social knowledge
value factors). Researcher proposed this personal and social
affinity as an emotional attachment factor. Furthermore re-
searcher presume that the level of users self esteem from
perceived self evaluation can be determined according to
emotional attachment to the overall feel of ones social media
site. And users exposure level of personal information, ideas,
and activities can be influenced also. Self estimated pages
image has an emotionally effect on the users attachment, and
this perception is self esteem to be influenced.
Thus research questions are as follows. The first re-
search question is to discuss the SNS users have their
characteristics on the users value perception as a group.
The second question is to discuss if SNS users emotional
perception, personal factors and social knowledge value
perception can have an effect on their satisfaction and
WOM decision factors and to verify it.
2 Literature review
2.1 Emotional attachment, personal factors (self-
esteem and self-exposure)
Bagozzi et al. [5] defined the emotion as follows, Emo-
tions are mental states of readiness that arise from
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Inf Technol Manag (2016) 17:1527
appraisals of events or ones own thoughts. The emotion
is different concept from rational values that the emotional
one purses sensible values, while the rational one pur-
sues practical, effective values [4, 22, 42, 45]. According to
several related studies, Hirschman and Holbrook [22],
Hwang and Jeong [23], Lee and Ko [29], the emotional
values consist of aesthetic criteria, symbolic meaning, he-
donic response and emotional attachment.
Generally tangible product users have a tendency to buy
the product fascinated by the design, brand symbolism (e.g.
BMW, Benz). While emotional factors in intangible SNS
service mean that individuals in community feel their
presence and emotional attachment throughout their posts
or communication with others [2123, 29, 30].
Attachment was defined from attachment theory of
development psychology, which is a degree of attachment
meaning ties between child and mother [9, 10] and means
the best stability and the status of the trust [30]. Researcher
intended to conceptualize SNS users emotional comfort,
sense of closeness (intimacy), trust etc. as emotional at-
tachment, which was reported as important factors in both
online and offline social interaction and relationship re-
search [20, 35]. Especially Giuliani and Feldman [20] de-
fined the community members friendly relations and
comfort as their attachment, Lee [30] defined it as emo-
tional attachment that they feel a sense of belonging among
users and increase the level of emotional closeness with
immediate communication and verified it as independent
variable to the WOM. Therefore researcher thought that
emotional attachment is the first independent variable in
using SNS and leading to the WOM decision.
Self-esteem means evaluation on oneself and ones at-
titude [37], which consists of inner self-esteem estimating
ones ability high and outer self- esteem considered valu-
able by others [32]. According to Baumeister [6], when
people recognize themselves as precious person, they are
scrupulous in social conduct (manners) or they have a
positive attitude, which means such recognition affect in-
dividual behavior. There may be conflicting views on that
people with high self-esteem give a positive or negative
effect on self-exposure. In the past research, such as
Maureen [33], it seemed that people who think their atti-
tudes or opinions valuable intended to test the value of the
information by exposing their information in an imbalance
society of information. But in latest media researches, such
as Ellison et al. [17], Lee and Ko [29], it reported that high
self-esteem in the flood of information such as recent
digital media society gives a negative effect on the self-
exposure. In other words, in such situation that too much
information becomes a social issue, it is like becoming
aware of importance of the appropriate control and infor-
mation exposure, while ones information exposure in
imbalance situation of information may be a way to
Inf Technol Manag (2016) 17:1527
increase ones value. Therefore researcher attempted to
explore the cause of SNS diffusion through the relationship
with emotional attachment, personal factors (self-esteem
and self- exposure) and social knowledge value perception.
2.2 Social knowledge value perception, satisfaction
and WOM decision
SNS is the service maintained by the extension of social
mutual relationship. And SNS is significant means to ex-
pand the social capital and in a situation of CMC (computer
mediated communication), SNS is developed through in-
terpersonal relationships and knowledge interactions [17].
Users form the personal relationship by exposing indi-
vidual information and knowledge online, that way; they
increase their emotional intimacy and satisfaction.
This research discussed the social value that post hoc
interpersonal relationship happened after using SNS [28].
According to previous studies associated with CMC, SNS
users expose more individual information and knowledge
online than face to face communication situations, that
way, communications among users is expanded and the
social knowledge value recognized by users is increased
[41].
Users in CMC conditions have a tendency to edit and
exaggerate its contents with ideal imagination [24], which
can be seen as personality appearing in using SNS [13, 39].
SNS users expand the relationship to more friends by
their outgoing personality and exaggeration [1, 38]. Wang
et al. [44] reported that self-esteem, narcissism, and sen-
sation seeking give a positive effect on SNS use. They
explained the social relationships with the big five per-
sonality factors on the basis of individual behavior [14, 44].
Meanwhile the researches on factors influencing before
and after use social value have continued. Kwak et al. [28]
thought that social value, post hoc interpersonal relation-
ship can be increased by individual recognition, immersion
(enjoyment, curiosity, tele-presence, time distortion) and
exposure. Also Lee and Ko [29] regarded individual value,
self-esteem, self- exposure and knowledge interaction as
the main factors in using SNS.
Why users want to maintain the social relationship is
that the users recognize the reliability on people connected
with SNS and the continuous need for knowledge sharing
and communicating with others. In other words, awareness
of this service can be seen as that of usefulness about social
knowledge relationships. So when the usefulness is con-
sidered as the importance recognition variables of social
knowledge relationship, which is transferred to their sat-
isfaction and WOM decision according to Post-TAM
(technology acceptance model) theory [27].
As such, the research on behavior after use can be
identified in the precedent studies [7, 8, 15, 18, 26, 31, 34,
17
36] and researcher thought it is possible to present a model
giving an effect on the satisfaction and WOM by individual
and social variables influenced their loyalty.
Therefore researcher attempted to arrange that indi-
viduals personality using SNS and the social knowledge
value perception (social knowledge interaction) increase
the satisfaction of SNS use and lead to WOM decision of
corporate SNS post.
3 Hypothesis development and research model
While SNS users emotional attachment leads to WOM,
what do the individual or social factors act? This question
was the underlying problem since researcher have devel-
oped a hypothesis and proposed a research model. In pre-
vious research, researcher identified the concept of main
variables and derived the relationships among factors, such
as emotional attachment, self-esteem, self-exposure, social
knowledge value, satisfaction, WOM etc. as follows.
In Lees study [30], he identified the model that emo-
tional attachment as independent variables leads to the
WOM as dependent variables and he used personal im-
mersion after users service use and trust among users,
satisfaction etc. as parameter variables. Also Lee and Ko
[29] thought that the tendency to enjoy new services affects
self-esteem, self-exposure, and social knowledge value
recognition and then independent variables have a ten-
dency to feel strong attachment to a new service.
Apaolaza et al. [3] thought that SNS attachment affects
self-esteem and users loneliness, eventually it affects
users satisfaction. Kwak et al. [28] thought that the im-
mersion to use SNS affects self-exposure and post hoc
interpersonal relationship.
Utz et al. [43], Tazghini and Siedlecki [40] studied SNS
users behavior and recognition in a basis of the relation-
ship between emotional stability and self-esteem. Espe-
cially, Choi et al. [12] identified that SNS users exposure
affect emotional attachment, the attachment affects social
knowledge value recognition, and then interactions, inter-
personal relations can be changed.
According to the above mentioned previous studies, it
can be assumed that emotional attachment acts as a main
independent variable in SNS use and the attachment affects
self-esteem, self exposure, social knowledge value aware-
ness, satisfaction etc. Therefore the hypothesis that emo-
tional attachment acts as an independent variable is as
follows.
H1 SNS users emotional attachment has a positive effect
on self-esteem towards his site using.
H2 SNS users emotional attachment has a positive effect
on self-exposure towards his site using.
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H3 SNS users emotional attachment has a positive effect
on social knowledge value perception.
H4 SNS users emotional attachment has a positive effect
on satisfaction towards his site using.
As summarized in a previous chapter, Ellison et al. [17],
Lee and Ko [29] reported that self-esteem and self expo-
sure have an inverse relationship to each other. Also Utz
et al. [43] reported that the higher self esteem is, the less
self exposure of information or users feeling is.
According to the researches, Choi et al. [12], Lee and
Ko [29], self esteem and self exposure have proportional
relation with social knowledge value perception and SNS
use satisfaction. Also Social knowledge value perception
has proportional relation with the satisfaction.
The relationship between the above parameter variables
can be arranged as the following hypothesis.
H5 SNS users self esteem has a negative effect on self
exposure towards his site using.
H6 SNS users self esteem has a positive effect on social
knowledge value perception.
H7 SNS users self esteem has a positive effect on
satisfaction.
H8 SNS users self exposure has a positive effect on
social knowledge value perception.
H9 SNS users self exposure has a positive effect on
satisfaction.
H10 SNS users social knowledge value perception has a
positive effect on satisfaction.
Parameter variables that are connected to WOM decision
are the proven channels in Post-TAM study and they can be
identified in the precedent studies [7, 8, 15, 26, 30, 31].
Also, the online WOM studies was confirmed, WOM (by
SNS and internet) can be affected by personal factors and
social factors (interactions, and relational benefits) [27].
In other words, the higher self esteem is and the more a
user exposes himself, the more active WOM is. The more
significantly the users recognize Social knowledge value
perception, the more actively in the WOM the users be-
come. Also users satisfaction is essential variables to reach
the WOM dependent variables. Therefore the relationships
between these variables as the hypotheses are as follows.
H11 SNS users self exposure has a positive effect on
WOM decision.
H12 SNS users social knowledge value perception has a
positive effect on WOM decision.
H13 SNS users self esteem has a positive effect on
WOM decision.
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Inf Technol Manag (2016) 17:1527
H14 SNS users satisfaction has a positive effect on
WOM decision.
Thus, the resulting research model is as follows (Fig. 1).
4 Methodology
4.1 Data collection and measures
For this research, researcher conducted an online pay survey
with professional research company which has nationwide
panel of Korean SNS users. Except for trustless responses,
among 330 responses from March to May 2013, 303 re-
sponses were used for this research. Respondents were ex-
perienced users using the post of marketing purposes in the
corporate SNS site. Most of items were measured on a Likert
7 scales (1 unlikely to 7likely) and we used statistical
package program, SPSS 18.0, AMOS 18.0.
4.2 Data and demographic profile
Respondents were only facebook.com users. Their average
age was 30.6, Seoul/capital area 41.3 %, their occupations
are students 59.4 %, and management jobs 19.1 %. Table 1
provides the basic statistics of respondents.
5 Results
5.1 Group comparison and characteristics
The research results are the follows. First, SNS users
characters were compared by groups.
Researcher divided respondents into 2 groups by young
and old generation based on 25 years of age and passive
and active user group based on frequency of use (number
of friends/access/activity). (25 years old criteria is to dis-
tinguish between youth and adult age in Korea.) For in-
stance, active user has more than 100 friends. And they
access at least once in a day and social action (write/picture
upload/like) to the facebook site. Table 2 provides the re-
sults of t test analysis by users group.
Respondents emotional attachment level was higher in
the younger and active user group. Although there is not a
significant difference between young and old groups,
younger group is higher attachment level due to active use.
On the other hand, Self exposure and social knowledge
value perception level in the elder and active user groups
were significantly different to higher levels. These groups
are to focus on the maintaining the social relations through
self exposure and knowledge share with their friends. Thus,
researcher estimated that users are expected to have been
Inf Technol Manag (2016) 17:1527
recognized as a social capital friendship in a facebook re-
lationship while more actively expressed their idea, infor-
mation and knowledge.
However young people have many friends, that the
connection to post a comment frequently was reluctant.
Whereas old people more actively expose through inter-
action with their friends, because adults were positive for
the recognition of capital and the formation of social re-
lationships. It is expected that these are applicable to those
SNS marketing and business confirmed that the separated
generation groups usage shows different patterns.
5.2 Structural equation model verification
Second, researcher verified the structural equation model
(SEM) of emotional attachment, personal factors, social
knowledge value perception, satisfaction, and WOM deci-
sion etc. The two-step approach recommended by Anderson
and Gerbing was used as a guide to test the SEM [2].
Researcher examined the measurement model to test
reliability and validity first. And researcher examined the
SEM to test research hypotheses and model fitness. First,
researcher adopted SEM software AMOS to conduct a
confirmatory factor analysis (CFA) and examine the va-
lidity. Table 3 lists the standardized factor loadings, the
composite reliability (CR), the average variance extracted
(AVE) and the Cronbachs Alpha values. As listed in the
table, most item loadings are larger than 0.7 and T values
indicate that all loadings are significant at 0.001. All AVEs
and CRs exceed 0.5 and 0.7, respectively. Furthermore, all
Cronbachs Alpha values are larger value than 0.7, sug-
gesting a good reliability [46]. To examine the discriminant
validity, researcher compared the square root of AVE and
factor correlation coefficients. As listed in Table 4, for
each factor, the square root of AVEs are significantly larger
than their correlation coefficients with others. This indi-
cates excellent discriminant validity. Thus, all of the scale
has a good convergent validity [5, 19, 25, 46].
The Chi square(v2) fit statistics show 237.138 with 137 of
freedom, and Chi square/df is 1.731 (p \ 0.001, suggested
value \4.0). The goodness-of-fit indices provide empirical
evidence of the degree of correspondence between the pro-
posed research model and the standardization data.
The following standards to assess model fit are generally
accepted. The root mean square residual (RMR) is 0.075,
and the root mean square error of approximation (RMSEA)
is 0.049. Typically, the RMR and the RMSEA index are
lower than 0.08 for a good fit and lower than 0.06 indicates
an excellent fit. The goodness-of-fit index (GFI) is
0.923(suggested value [0.9), the normed fit index (NFI) is
0.945(suggested value [0.9), the relative fit index (RFI) is
0.931(suggested value[0.9), the incremental fit index (IFI)
is 0.976(suggested value [0.9), the TuckerLewis index
19
(TLI) is 0.970(suggested value [0.96), the comparative fit
index(CFI) is 0.976(suggested value [0.9), the parsimony
normed fit Index (PNFI) is 0.757(suggested value [0.6),
and the parsimony-adjusted comparative fit index (PCFI) is
0.757(suggested value [0.6) (Fig. 2).
As shown in Table 3, The RMR, RMSEA, GFI, NFI,
RFI, IFI, TLI, CFI, PNFI, and PCFI fit indices surpass and
close the suggested value for a good model. Overall, All
statistics support the overall measurement quality given the
number of indicators [2].
Next step, researcher estimated the structural model.
Figure 2 presents the results. Table 5 lists the recom-
mended and actual values of some fit indices for structural
model.
The Chi square (v2) fit statistics show 239.063 with 138
of freedom, and Chi square/df is 1.732 (p \ 0.001, sug-
gested value \4.0). The goodness-of-fit indices provide
empirical evidence of the degree of correspondence be-
tween the proposed research model and the standardization
data. The following standards to assess model fit are gen-
erally accepted. The root mean square residual (RMR) is
0.078, and the root mean square error of approximation
(RMSEA) is 0.049. As explained above, the RMR and the
RMSEA index are a good fit. The goodness-of-fit index
(GFI) is 0.922(suggested value [0.9), the normed fit index
(NFI) is 0.944(suggested value [0.9), the relative fit index
(RFI) is 0.931(suggested value [0.9), the incremental fit
index (IFI) is 0.976(suggested value [0.9), the Tucker
Lewis index (TLI) is 0.970(suggested value [0.96), the
comparative fit index(CFI) is 0.976(suggested value [0.9),
the parsimony normed fit Index (PNFI) is 0.762(suggested
value [0.6), and the parsimony-adjusted comparative fit
index (PCFI) is 0.787(suggested value [0.6).
As shown in Table 5, The RMR, RMSEA, GFI, NFI,
RFI, IFI, TLI, CFI, PNFI, and PCFI fit indices surpass and
close the suggested value for a good model. Overall, most
of fit indices have better actual values than the recom-
mended values. This indicates are a good fitness [2, 19].
The result of the structure model assessment is presented
in Table 5 and Fig. 2.
Supporting H1, facebook users EA (emotional attach-
ment) had a significant positive effect on SE (self esteem)
(standardized regression weights: SRW = 0.130, t val-
ue = 2.065, p \ 0.05). Also H2 is supported by the sig-
nificant positive impact of users EA on SX (self exposure)
(SRW = 0.209, t value = 3.417, p \ 0.001). H3 is sup-
ported by the significant positive impact of users EA on
SK (social knowledge value perception) (SRW = 0.398, t
value = 6.833, p \ 0.001). And H4 is supported by the
significant positive impact of users EA on users satis-
faction (SRW = 0.398, t value = 6.833, p \ 0.001).
Supporting H5, facebook users SE had a significant
negative (-) effect on SX (standardized regression
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Table 1 Breakdown of
Demographic categories Range Frequency Percentage
respondents
Gender Male 145 47.9
Female 158 52.1
Age Under 20 48 15.8
2125 111 36.6
2630 23 7.6
3140 27 8.9
41? 94 31.0
Address Seoul/capital area (Korea) 125 41.3
Busan/other area (Korea) 178 58.7
Occupation Professional 9 3.0
Office worker 58 19.1
Technician/sales person 13 4.3
Student 180 59.4
Self-employed 10 3.3
Others 33 10.9
Income (Mil. KRW/year) Under 35 80 26.4
3550 77 25.4
5180 85 28.1
80? 61 20.1
Number of facebook friends Under 50 84 27.7
51100 52 17.2
101200 61 20.1
201500 84 27.7
500? 22 7.3
Daily access in facebook.com Under 1/5 days 31 10.2
1/3 days 19 6.2
1/2 days 27 8.9
1/1 days 65 21.5
2/1 days 40 13.2
3/1 days? 121 39.9
Daily action in facebook.com Under 1/5 days 98 32.3
(write/picture upload/like) 1/3 days 63 20.8
1/2 days 41 13.5
1/1 days 46 15.2
2/1 days 18 5.9
3/1 days? 37 12.2

weights: SRW = -0.163, t value = -2.686, p \ 0.05).
But other hypotheses using SE factor are not supported,
H6, H7, H13. Therefore researcher verified the relation of
SE and SX that SE had only an effect on SX factor
reversely.
Supporting H8, facebook users SX had a significant
positive effect on SK (standardized regression weights:
SRW = 0.274, t value = 4.894, p \ 0.001). But H9 is not
supported. And H10 is supported by the significant positive
impact of users SK on satisfaction (SRW = 0.433, t val-
ue = 6.663, p \ 0.001).
Supporting H11, facebook users SX had a significant
positive effect on WOM (standardized regression weights:
SRW = 0.138, t value = 2.602, p \ 0.05). And, H12 is
supported by the significant positive impact of users SK
on WOM (SRW = 0.378, t value = 5.843, p \ 0.001).
Finally, H14 is supported by the significant positive impact
of users satisfaction on WOM (SRW = 0.286, t val-
ue = 4.550, p \ 0.001).
Although H6, H7, H9, H13 are not supported by the not
significant impact of users SE on SK, satisfaction and
WOM towards his using SNS, researcher confirmed that

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Table 2 T test analysis by users group

Questionnaires by generation (1 = under 25 ages, 2 = over 25 ages) Group 1 Group 2 21 F value p value
(n = 159) (n = 144) (\ 0.05)

1. Emotional attachment I think facebook is intimate 4.92 4.74 -0.19 0.862 0.207
I feel attachment on facebook 4.46 4.36 -0.10 7.403 0.510
I think facebook is precious 4.52 4.44 -0.08 11.029 0.618
2. Self exposure I freely write it in my opinion 3.32 3.74 0.42 8.953 0.017
I want to show my thoughts 3.35 3.56 0.21 23.866 0.220
I write without worrying about 3.06 3.54 0.49 7.430 0.004
3. Social knowledge value perception I have aware of the importance of 4.40 4.67 0.27 0.297 0.037
social knowledge and its value
I want to share the knowledge in SNS 4.44 4.78 0.34 3.050 0.013
Knowledge in facebook is important 3.79 4.37 0.58 1.213 0.000
Questionnaires by activity of SNS using (3 = passive user, 4 = active user) Group 3 Group 4 43 F value p value
(n = 146) (n = 157) (\ 0.05)

1. Emotional attachment I think facebook is intimate 4.66 4.99 0.33 1.124 0.027
I feel attachment on facebook 4.12 4.68 0.56 3.900 0.000
I think facebook is precious 4.24 4.71 0.47 0.165 0.002
2. Self exposure I freely write it in my opinion 3.17 3.84 0.67 16.826 0.000
I want to show my thoughts 3.04 3.82 0.78 12.496 0.000
I write without worrying about 2.99 3.56 0.57 8.290 0.001
3 Social knowledge I have aware of the importance of 4.38 4.66 0.27 2.863 0.036
value perception social knowledge and its value
I want to share the knowledge inSNS 4.39 4.80 0.41 0.620 0.003
Knowledge in facebook is important 3.81 4.30 0.49 3.862 0.001

Bold values are statistically significant

the WOM decision of social media corporate post was
explained by SE, SX, SK factors.
Most of hypotheses (H1H5, H8, H10H12, H14) are
supported by the data analysis of AMOS.
Researcher confirmed the difference in the standardized
item loading value and p value for each four groups was
divided into generation and activity, from the first research
question of the previous section. Young people group 1 and
active using group 2 were the somewhat similar that H1 was
rejected, and H3H5, H8, H10H12, H14 were adopted.
While the difference between groups revealed dramatically
young and old generation group 1 and 2. However the overall
path is almost similar, there was no significant difference.
In addition to the previous results of Table 6, researcher
was statistically retest model on the basis of the verified ten
paths of Fig. 2. Researchers statistical approach was to reset
the paths of AMOS program, was to re- verification method
of the same data. As a result, there were some differences in
numerical value, verification results were the same. There-
fore the retest results are summarized to Table 7 and Fig. 3.
Furthermore researcher re-verified the comparison of the
paths between the four groups in the same way of the above
methodology, were summarized as follows in Table 8. As
described above, retest to the same data, and the results
were the same.
6 Discussion and conclusions
Researcher hypothesized that the SNS users diffusion of
corporate post through the users emotional attachment
factor and WOM decision are the main independent and
dependent factors that can be very important in this study.
And researcher is trying to validate the research model on
the assumption that personal factors and social knowledge
value perception factor as the mediated factors.
The first research question is the comparison analysis and
discussion of SNS users characteristics on the emotional
attachment, personal factors and social knowledge value
perception as a group. In the generation segmented group
that is set before and after the 25-year-old, there was no
difference in emotional attachment factor. However the
other items, in self-exposure factor and social knowledge
value perception factor, adult group was high level, and the
difference was statistically significant. Comparison of pas-
sive/active between user groups, active user was statistically

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Table 3 Results of reliability and validity analysis

Variables of proposed model Standardized T value CR AVE Cronbachs
item loading alpha

Emotional attachment (EA) EA / emontion1 0.784 16.806 0.823 0.608 0.886

a
EA / emontion2 0.919
EA / emontion3 0.853 18.922
Self esteem (SE) SE / esteem1 0.739 15.597 0.850 0.590 0.884
SE / esteem2 0.900
SE / esteem3 0.903 21.379
SE / esteem4 0.719 14.946
Self exposure (SX) SX / exposure1 0.915 29.246 0.900 0.749 0.952
SX / exposure2 0.933 31.125
SX / exposure3 0.947
Social knowledge value SK / knowledge1 0.816 18.732 0.835 0.630 0.875
perception (SK) SK / knowledge2 0.949
SK / knowledge3 0.767 16.919
Satisfaction (SA) SA / satisfaction1 0.706 14.388 0.821 0.608 0.860
SA / satisfaction2 0.937
SA / satisfaction3 0.842 18.545
WOM decision (WOM) WOM / wom1 0.889 22.304 0.791 0.561 0.871
WOM / wom2 0.948
WOM / wom3 0.696 14.742
2 2
Summary of model fit indices: X = 237.138, df = 137, p = 0.000, X /df = 1.731, RMR = 0.075, GFI = 0.923, NFI = 0.945, RFI = 0.931,
IFI = 0.976, TLI = 0.970, CFI = 0.976, PNFI = 0.757, PCFI = 0.757, RMSEA = 0.049
* p \ 0.001
a
Fixed to 1

Table 4 The square root of

Variables of proposed model 1 EA 2 SE 3 SX 4 SK 5 SA 6 WOM
AVE and factor correlation
coefficients 1. Emotional attachment (EA) 0.608*
2. Self esteem (SE) 0.017 0.590*
3. Self exposure (SX) 0.035 0.018 0.749*
4. Social knowledge value perception (SK) 0.199 0.000 0.122 0.630*
5. Satisfaction (SA) 0.175 0.008 0.062 0.301 0.608*
6. WOM decision (WOM) 0.139 0.000 0.117 0.339 0.277 0.561*
* Values in asterisk (*) and bold type font along the diagonal indicate the square root of the AVE. These
values should exceed non-diagonal correlations for validity of discriminant

Fig. 1 Research model

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Inf Technol Manag (2016) 17:1527 23

Fig. 2 AMOS test of proposed

model

Table 5 Results of Model estimated by AMOS

Path of proposed model Standardized T value Results
item loading

Self esteem (SE) / Emotional attachment (EA) H1 0.130** 2.065 Support

Self exposure (SX) / EA H2 0.209*** 3.417 Support
Social knowledge value perception (SK) / EA H3 0.398*** 6.833 Support
Satisfaction (SA) / EA H4 0.205*** 3.324 Support
SX / SE H5 -0.163** -2.686 Support
SK / SE H6 -0.005 -0.094 Not supported
SA / SE H7 0.068 1.252 Not supported
SK / SE H8 0.274*** 4.894 Support
SA / SE H9 0.069 1.215 Not supported
SA / SK H10 0.433*** 6.663 Support
WOM decision (WOM) / SX H11 0.138** 2.602 Support
WOM / SK H12 0.378*** 5.843 Support
WOM / SE H13 -0.010 -0.199 Not supported
WOM / SA H14 0.286*** 4.550 Support
2 2
Summary of model fit indices: X = 239.063, df = 138, p = 0.000, X /df = 1.732, RMR = 0.078, GFI = 0.922, NFI = 0.944, RFI = 0.931,
IFI = 0.976, TLI = 0.970, CFI = 0.976, PNFI = 0.762, PCFI = 0.787, RMSEA = 0.049
* p \ 0.1; ** p \ 0.05; *** p \ 0.001

significantly higher in all items the emotional attachment,
personal factors and social knowledge value perception
factor. In conclusion, old adult user group and active user
group has been recognized as different in terms of emotional
attachment/personal/social value the SNS. It is possible to
explain these results; adult and active user group have been
used SNS frequently as part of business and social activities.
The second question is to discuss if SNS users emo-
tional attachment, personal factors and social knowledge
value perception can have an effect on their satisfaction
and WOM decision factor and to verify it. Results of this
research, emotional attachment is up to the satisfaction,
self-esteem, self exposure, social knowledge value per-
ception, it was found to give a significant effect on the
specified path of the research model.
And researcher could confirm that users emotional
attachment (positively) and self esteem (negatively)
affected the confidence of information exposure in the
previous research. However, this research contributes to
examine how these variables (personal value factors) ef-
fect on the importance of individuals social knowledge
(social value factor) and on WOM decision of the cor-
porate SNS post.
In addition to self-esteem has a negative effect on the
self exposure as well as previous studies. And researcher
was found that low self-esteem person or condition make
user active in self exposure. Furthermore, the paths to the
WOM decision, can affect through the satisfaction and
social knowledge value perception becomes clear, emo-
tional attachment, self-esteem was confirmed to be medi-
ated by satisfaction and self exposure, social knowledge
value perception.
In other words, even if user of a low self esteem (per-
sonal value) exposes much personal information and

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24 Inf Technol Manag (2016) 17:1527

Table 6 Results of path comparison by AMOS

Path of proposed model Standardized item loading (with p value) Remarks
Group 1 Group 2 21 Group 3 Group 4 43
(n = 159) (n = 144) (n = 146) (n = 157)

SE / EA H1 -0.018 0.359*** 0.38 0.178** 0.092 -0.09 Partially support

SX / EA H2 0.101 0.428*** 0.33 0.189** 0.210** 0.02 Partially support
SK / EA H3 0.324*** 0.621*** 0.30 0.431*** 0.441*** 0.01 Support
SA / EA H4 0.264*** -0.045 -0.31 0.042 0.351*** 0.31 Partially support
SX / SE H5 20.199** 20.164*** 0.04 20.136* 20.162* -0.03 Support
SK / SE H6 -0.083 0.040 0.12 -0.037 0.034 0.07 Not supported
SA / SE H7 0.026 0.179 0.15 0.053 0.109 0.06 Not supported
SR / SX H8 0.298*** 0.094 -0.20 0.276*** 0.220** -0.06 Partially support
SA / SX H9 0.100 0.072 -0.03 0.029 0.036 0.01 Not supported
SA / SK H10 0.480*** 0.520*** 0.04 0.472*** 0.446*** -0.03 Support
WOM / SX H11 0.152** 0.076 -0.08 0.070 0.174** 0.10 Partially support
WOM / SK H12 0.358*** 0.454*** 0.10 0.395*** 0.438*** 0.04 Support
WOM / SE H13 0.093 -0.143 -0.24 -0.058 -0.020 0.04 Not supported
WOM / SA H14 0.318*** 0.273** -0.05 0.362*** 0.144 -0.22 Partially support
Bold types are supported hypothesis
* p \ 0.1; ** p \ 0.05; *** p \ 0.001

Table 7 Results of model

Path of proposed model Standardized T value Results
estimated by AMOS retest
item loading

Self esteem (SE) / Emotional attachment (EA) H1 0.131** 2.094 Support

Self exposure (SX) / EA H2 0.211*** 3.447 Support
Social knowledge value perception (SK) / EA H3 0.396*** 6.911 Support
Satisfaction (SA) / EA H4 0.219*** 3.579 Support
SX / SE H5 -0.164** -2.693 Support
SK / SE H8 0.277*** 5.036 Support
SA / SK H10 0.453*** 7.298 Support
WOM Decision (WOM) / SX H11 0.141** 2.689 Support
WOM / SK H12 0.379*** 5.759 Support
WOM / SA H14 0.284*** 4.548 Support
2 2
Summary of model fit indices: X = 241.670, df = 142, p = 0.000, X /df = 1.702, RMR = 0.080,
GFI = 0.921, NFI = 0.944, RFI = 0.932, IFI = 0.976, TLI = 0.971, CFI = 0.976, PNFI = 0.784,
PCFI = 0.810, RMSEA = 0.048
* p \ 0.1; ** p \ 0.05; *** p \ 0.001

activities, it cant directly affect his WOM decision of the
corporate SNS post. It means that the perception of im-
portance degree of users social knowledge value percep-
tion (social value) is high and their satisfaction with service
use can affect the WOM decision of the corporate SNS
post.
Thus researcher confirmed the model fits and paths
analysis of personal and social value factor model through
the structural equation modeling. And the social media
users in this research are intended for facebook users who
actively use the service and attach great importance to the
social relationship. Accordingly researcher could identify
that the emotional attachment and other personal and social
factors affected the diffusion of the corporate SNS post.
For instance, when companys SNS managers update the
post, they will need to make to be the state that the user has
relaxed emotionally more. This must be so as to comfort
the self-exposure of their customers to feel the self-esteem,
it should be to recognize the value through the SNS ac-
tivity. In real field, companies that have the emotional

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Inf Technol Manag (2016) 17:1527 25

Fig. 3 AMOS retest of

proposed model

Table 8 Results of path comparison by AMOS retest

Path of proposed model Standardized item loading (with p value) Remarks
Group 1 Group 2 21 Group 3 Group 4 43
(n = 159) (n = 144) (n = 146) (n = 157)

SE / EA H1 -0.021 0.366*** 0.39 0.178** 0.104 -0.07 Partially support

SX / EA H2 0.103 0.431*** 0.33 0.189** 0.213** 0.02 Partially support
SK / EA H3 0.323*** 0.633*** 0.31 0.422*** 0.447*** 0.03 Support
SA / EA H4 0.261*** 0.051 -0.21 0.055 0.365*** 0.31 Partially support
SX / SE H5 20.199** 20.169*** 0.03 20.137* 20.163* -0.03 Support
SR / SX H8 0.318*** 0.091 -0.23 0.283*** 0.215** -0.07 Partially support
SA / SK H10 0.513*** 0.526*** 0.01 0.478*** 0.455*** -0.02 Support
WOM / SX H11 0.140** 0.094 -0.05 0.080 0.177** 0.10 Partially support
WOM / SK H12 0.349*** 0.422*** 0.07 0.392*** 0.439*** 0.05 Support
WOM / SA H14 0.322*** 0.247** -0.08 0.359*** 0.140 -0.22 Partially support
Bold types are supported hypothesis
* p \ 0.1; ** p \ 0.05; *** p \ 0.001

social marketing activities of these still small portion.
Therefore, there is implication of this paper that if they
apply the emotional methodology that reflects the results of
the above, then the WOM of corporate posting will be
activated. And the results of study are expected to con-
tribute to deal with the importance of emotional perception,
social knowledge value perception, and WOM decision of
SNS practically.
While finishing this study, researcher wants to organize
the value of this paper as follows. In a recent situation of
corporate management and marketing activities, the im-
portance of SNS is increasing. However many companies
and governments had managed SNS posts (such as face-
book and tweeter) in the level of existing homepage of
internet website. Also, they had occasionally update the
corporate news only. In addition, the majority of corporate
SNS managers had only focused on one-way public rela-
tions for their companies, instead of the kindly answers to
consumers frequent questions. These one-way formula
type of bulletin board management are fairly big differ-
ences with true two-way communication of social media
service. Particularly facebook is an important window that
can companies and customers to communicate directly.
Companies on facebook sites, even if only one com-
munication with one of the customers, other customers will
be able to observe this conversation. And then, while
watching this dialog, customers appreciate the efforts of
corporate communications. Customer endure some of dif-
ficulties to leave post to corporate facebook pages. The
reason is because he has to write a statement of complaint
in his real name, and he must be patient with the discomfort
in the unlikely event no response. Therefore, if a customer
write something opinion to the corporate SNS pages, cor-
porate SNS manager must response actively. Thus com-
panys fast responses are to stir up emotionally other
customers to watch these posts and dialogs. Customers
present their opinion to reduce the self-esteem by emo-
tional reason. And they would like to satisfaction with their
activity while recognizing the social value was the con-
clusion of this paper. Accordingly company must be treated
with care the customers diverse interest (especially per-
sonal complaints). Therefore this paper have helped to

123
26
recognize deeply these points to corporate SNS manager.
In dealing customers feedback on corporate SNS page,
even though expressed dissatisfaction, this is must be re-
membered that it is the point of contact with customers, so
called moment of truth.
As researcher mentioned in the above, this paper guided
whether companies are dealing with how the customers
opinions on SNS pages, in the position of the customer.
These above discussion of results were suggested that
could not be found in other papers. This is an important
value of this paper.
In this study, there was a limitation of the sample bias.
However respondents are very active facebook user, even
while the sample for a particular region is used, so re-
searcher determined not serious bias. In a follow-up study,
complemented through the expansion of sufficient sample
and comparative study between nations are expected.
Further, it is expected additional studies to be performed
also in the path has not been verified by the research model.
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