Examining the duality of social media : the role of users’ motivation and risk taking tendency

Abstract

In online, social media has been emerging as new type of information source. Although the social media information source uncertainty, it is effectively absorbed by consumers because information is delivered through familiar and convenient forms. In this research, we study the duality of social media through product purchase involvement which motivates consumers’ information search behavior. In addition, we confirm the moderating effect of risk taking tendency that affects attitudes to social media.