The purpose of the present studywasto enlighten continuing information sharing behavior via social media among users in Vietnam. The studyapplied the motivation theory to develop a research model of continuing information sharing intention via social media. Data were collected from 494 respondents who have used social media platforms and shared information via those platforms. Structural equation modeling was utilized to assess the proposed model. Results indicate that intrinsic motivation played an essential role in fostering continuance intention to share information via social media. In addition, exhibition, targeting, informative attractiveness, emotion, and source credibility exterted significantly positive influences on intrinsic motivation toward information sharing via social media. Lastly, academic and managerial implications were discussed to contribute to the current literature on social media-based consumer behavior and promote information sharing on the Internet.
The purpose of the present studywasto enlighten continuing information sharing behavior via social media among users in Vietnam. The studyapplied the motivation theory to develop a research model of continuing information sharing intention via social media. Data were collected from 494 respondents who have used social media platforms and shared information via those platforms. Structural equation modeling was utilized to assess the proposed model. Results indicate that intrinsic motivation played an essential role in fostering continuance intention to share information via social media. In addition, exhibition, targeting, informative attractiveness, emotion, and source credibility exterted significantly positive influences on intrinsic motivation toward information sharing via social media. Lastly, academic and managerial implications were discussed to contribute to the current literature on social media-based consumer behavior and promote information sharing on the Internet.
