A continuidade de uso de uma rede social e o papel moderador da personalidade narcisista de seus usuários

Gabriel Sperandio Milan, Vinicius Zanchet de Lima, Deonir De Toni, Luciene Eberle, António Jorge Fernandes

Resumo


Objetivo do estudo: propor e testar o impacto da influência social, do valor hedônico, do valor utilitário, da experiência do fluxo e do senso de pertencimento na continuidade de uso de uma rede social (Facebook), e verificar o papel moderador da personalidade narcisista de seus usuários.

Metodologia/abordagem: foi realizada uma pesquisa quantitativa com 360 usuários da rede social, por meio da implementação de uma survey. A análise dos resultados foi feita por meio de estatísticas multivariadas, utilizando-se a técnica da Modelagem de Equações Estruturais.

Principais resultados: dentre os principais resultados, destacam-se a validação do modelo teórico proposto com a confirmação de oito hipóteses e o papel moderador da personalidade narcisista entre a influência social e o senso de pertencimento do usuário da rede social investigada.

Contribuições teóricas: a contribuição teórica deste estudo está centrada no modelo teórico original proposto, seja pelo conjunto dos construtos contemplados, seja pelas relações intrínsecas ao próprio modelo, bem como pela evidência do papel moderador da personalidade narcisista na relação entre a influência social e o senso de pertencimento dos usuários da rede social em estudo.

Relevância/originalidade: a contribuição se refere ao papel moderador da personalidade narcisista na relação entre a influência social e o senso de pertencimento, pois o estado narcisista do usuário da rede social faz com que sinta a necessidade de se expor de forma mais intensa na busca de melhorar sua autoimagem e de autoafirmação.


Palavras-chave


Influência Social; Valor Utilitário e Hedônico; Experiência do Fluxo; Senso de Pertencimento; Continuidade de Uso; Personalidade Narcisista

Texto completo:

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DOI: https://doi.org/10.5585/remark.v21i3.20794

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