Altered values framework for opinion leading actions online

Abstract

The topic of information diffusion via electronic consumer-to-consumer communication has received a great amount of attention in the consumer behavior criteria. In order to develop a sustainable information exchange framework that can be applied for emerging social media services, it is necessary to identify consumers’ perceived values (Information, Social, Hedonic, Altruistic, and Usefulness) derived from engaging in opinion leading activities online. The channel that relates these values to consumers’ continued intention to use social media as well as the differing value intensity for high and low degrees of opinion leading activity will augment the understanding of information diffusion. An electronic survey study was initiated targeting individuals who have prior experience in exchanging IT product-related information via social media. The developed social media-specific values framework holds future implications because the perceived values will be consistent even when new social media typologies emerge in the future.