2. OUTLINE
1. The importance of this research
2. Contribution of this research, both academic and
practical
3. Key factors
4. Data collection
5. How researcher develop their model
3. Why this research important?
• According to (2011), online social network use is still
increasing RAPIDLY.
• Many market survey also confirm that.
4. Why this research important?
GLOBAL SNS
• More extensive
• Example :
FOCUSED SNS
• Focused network
• Serve the purpose
• Example :
DIVERSITY AND COMPETITION ALSO INCREASED IN LINE :
5. Why this research important?
FREE
• All for free
FREEMIUM
• Free for basic service
• Upgrade option available
for more extensive usage
DIVERSITY AND COMPETITION ALSO INCREASED IN LINE :
Purpose of this study is to examine what factors that that affect SNS
members’ willingness to pay subscription or upgrade account both
directly and indirectly
6. Main Contribution (Academic and Practical)
1. Propose new factor to online social network : ENTITAVITY
2. Adds insight to ongoing academic debate on whether and when
subscription-based online business model are successful
• Capture the economic value to SNS
1. Importance of considering member heterogeneity and the type of
network (Considering the type of social network they serve, and types of
members)
7. Key Factors
1. Social Network Sites (SNS)
a) Social Media
• Content communities (You Tube)
• Blogs, collaborative projects (Wikipedia, Behance)
• Virtual social world (Second life)
• Virtual game world (Warcraft)
a)Networking
• Professional (LinkedIn)
• Re-connect friend (Facebook, Classmates)
8. Key Factors
2. Willingness to Pay
(WtP)
Members’ intention to
upgrade their current free
account to a fee-based
account, and their
intention to extend their
paid membership period
10. Key Factors
4. Social Capital
Attributes, such as social trust,
norms and sanctions (e.g., the
norm of voluntarism), obligations
and expectations (e.g., the
obligation to reciprocate),
identification, and commitment
(members of a SNS are willing to provide
favors to other members, even to
stranger)
11. Key Factors
5. Social Value
Value that derived from socializing and
building relationship with others, and may
result in an increased social network and the
enjoyment of communication
12. Key Factors
6. Functional Value
To what extend SNS members’ can
get valuable information provided
by other community members.
13. Key Factors
7. Economic Value
To what extend SNS members’ can get advantages or financial benefit
from other members.
14. Data Collection – Study 1
• Sample : Primary Data
Registered members of online SNS
(focus on social media/ social
purpose), both regular and
premium members.
• Procedures :
Online questionnaire (2 weeks)
17. Data Collection – Study 2
• Sample : Primary Data
Registered members of professional SNS
(focus finding jobs, people, business
opportunities, or recommending others),
both regular and premium members.
• Procedures :
Online questionnaire
20. Research Model
• This research consist of two part with additional variable on 2nd
study.
Study
1
21. Research Model – Study 1
• Direct Route
• H1a : Entitativity will positively impact SNS members’ intentions to pay for online social
network use
• H1b : Social capital will positively impact SNS members’ intention to pay for online
social network use
• Indirect Route
• H2a : Entitativity will positively impact SNS members’ perceived social value
• H2b : Social capital will positively impact SNS members’ perceived social value
• H3a : Entitativity will positively impact SNS members’ realized economic value
• H3b : Social capital will positively impact SNS members’ realized economic value
• H4 : Social value will have a more positive impact on Wtp for premium members,
compared to regular members.
• H5 : Economic value will have a more positive impact on Wtp for regular members,
compared to premium members.
* All hypotheses developed based on literature review
22. Research Model – Study 2
In study 2, researcher add Functional Value, because the author wants to enhance to adapt with
professional SNS members context.
