5. Conclusion and implications
Data analysis of this study shows users embracing “like” to experience and relate to others, while discerning peers’ expectations. The most salient user motivations to click “like” were enjoyment of posted content and maintaining interpersonal relationships with others in SNSs. Perceptions of subjective norms and ease of use positively influenced attitude toward “like,” while the personality trait of openness to experience was of negative influence. Its use was negatively predicted by pleasing others, and positively predicted when users were motivated to use SNSs to pass time. The difference in predictors for attitudes toward “like” and behaviors of clicking “like” were similar to other TRA studies [64]. When motivated to use “like” for enjoyment, passing time, and enhancing relationships, this function was seen as easy and useful, and in turn, users more often clicked “like” to gain an incentive for a product or brand. Two types of user profiles are seen in the study. Users with higher self-esteem, more diligence, more emotional stability, and less subjective norm clicked “like” to express enjoyment. Those with lower self-esteem, less diligence, less emotional stability, and higher subjective norm clicked “like” to please others.
