An Examination of Factors That Influence Social Networking Community Participation Among Millennials

This study investigates main and moderating factors that influence Millennials' intention to participate in a social networking community (SNC). The authors modified the unified theory of consumers' acceptance and use of technology (UTAUT2) to incorporate six main and two moderating factors to explain Millennials' SNC participation intention. By considering the implications of the unique characteristics of Millennials on their social networking behavior, the authors' model is better suited to answer what drives these tech-savvy individuals to participate in a SNC via such sites as Facebook. Specifically, the authors find that hedonic motivation, trust in technology, trust in community, and social influence are significant factors in influencing Millennials' SNC participation intention, with hedonic motivation being the most influential factor. In addition, gender and educational background moderate the main effects of these determinants in different manner. Theoretical and practical implications of these findings are discussed.