Behavioral Model of Online Social Network Users: an Adaptation of Fogg's Behavior Model

Abstract

Currently, several developers and companies design computational technologies aiming to influence the behavior of the users. However, many attempts of conceivingpersuasive technologies fail to comprehend which factors actually lead to a behavior change. In this article, we introducea novel behavorial model in the context of online social networks,based on Fogg's Behavior Model. The proposed model presentsthe behavior of social network users as a product of two factors: hability to accomplish a given target behavior and the presence of a trigger that leads to it.