Value systems and intentions to interact in social media: The digital natives

Malin Brännback, Shahrokh Nikou*, Harry Bouwman

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

13 Citations (Scopus)
154 Downloads (Pure)


Current research on social media focus on perceptions, behavioural intention, usage, and seldom take value systems into account. Values are expected to impact behaviour directly or indirectly via intervening constructs, for example, attitude. This paper explores, starting from the Theory of Trying, how value systems impact the digital natives’ interactive behaviour with social media. An empirical research is executed to test a model based on global and domain-specific values, and attitudes towards trying in explaining usage. Based on 116 valid responses from a sample of digital natives, several alternative models were tested. The proposed model based on the theory of trying shows that domain-specific values positively influence behaviour and usage of social media. Attitude towards trying positively mediates the effect of domain-specific values and global values on interactive behaviour with social media. Global values do not influence domain-specific values, nor has a direct impact on behaviour.

Original languageEnglish
Pages (from-to)365-381
Number of pages17
JournalTelematics and Informatics
Issue number4
Publication statusPublished - 2017


  • Attitude
  • Behaviour
  • Domain-specific values
  • Global values
  • Social media
  • Theory of trying
  • Value systems


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