#7. Motivation and Consequence of Individual Involvement in SNS PDF

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Journal of Indonesian Economy and Business
Volume 27, Number 2, 2012, 242 - 272
MOTIVATION AND CONSEQUENCE OF INDIVIDUAL'S

INVOLVEMENT IN SOCIAL NETWORK SITES:
A STUDY OF SOCIAL COMPUTING OF INTER COLLECTIVIST-
INDIVIDUALIST
CULTURAL VALUE
Willy Abdillah
Faculty of Economics and Business
Gadjah Mada University
([email protected])
Jogiyanto HM
fi [email protected]. id)
Hani Handoko
([email protected]. ac. id)
ABSTRACT
This research aims to examine lhe empirical model of social computing. Research
model is developed upon the social influence factors, technologt occeptance model,
psycho-social wellbeing, and culhtre value. Research design emplol,ed online survey
questionnaire. Data of 433 samples were analyzed using Partial Least Square (PLS)
lechnique. Results suggest that proposed model has met criteria of goodness-of-fit model
and indicated that ldentification and Compliant are the motivation factors of desire to
involve in social neha,ork sites (SNS) and involvement in SNS predicts depression and
loneliness. This research also finds that motivation of individual to involve in SNS and its
impact ore different among collectivist and individualist. lmplications for stakeholders and
.further research are discussed.
Kelwords: social computing, social inJluence factors, psychosocial wellbeing, social
net'vvork sites, individual culture values, and PLS.
INTRODUCTION level of individual analysis, on observation of

the acceptance level, rnotivation, IT-based
Ernpirical studies on infotmation system
innovations, satisfaction and useftilness of
(IS) has produced various disciplines of scien-
information system (IS) for individual in con-
tific core, analysis level and research main-
text of organization (Sidorova et al. 2008).
stream, like a study on the utilization and
Models of information system adoption, like
impacts of information technology (IT) on the
technology acceplance model (T,\M), tech-
2012 Abdillah et al. 243
nology planned behavior (TPB), TAM de- exclusive group. Common mainstream group
conrposition, and uniJied theoty o.f' acceptance of SNS is SNS with all aspects or features, so
and tfiilization technologv (UTAUT) are em- it can be utiiized by variety of users, iike
pirical models, which are experimented quite a Facebook, Twitter, MySpace and Google+,
lot in the empirical study of IS while success while exclusive group of SNS only has one or
model of Delone & McClean (Del.one & several aspects or utilization features so it can
McClean, 2002) is one of the many models, be utilized by certain group of users, like
which is referred by researchers and practitio- Youtube, WAYN, SportsCast, MyChurch,
ners to measure the impact of IT on individual Linkedln, Flickr, Soundpedia, Gigapedia,
level. Although the previous empirical studies PluglM, Kidlinks, Family 2.0, OkCupid,
have observed thernes on the utilization and BuddyMarks, and Virb. According to Dube
impacts of IT in context of organization, along (2011), SNS has five characteristic, namely
with the advancernent of IT in social context, user-based, interactive, cornmunity driven,
the emergence of social computing behavior relationship, and emotion over content so that
has changed the issues on motivation, behav- although idiosyncratically, SNS has
ior, and impact of IT utilization by individual uniqueness that cannot be sirnply generalized,
and organization. Social computing has SNS variety has the same characteristic of
changed socio-economic motivation of an in- utilization motivation and behavior, which
dividual in utilizing IT into socio-psychologi- enables the study of the SNS application vari-
cal motivation (Barron et al. 2006). Social ety in one perspective of utilization motivation
computing also has shifted issues on impact of and behavior.
productivity in IT utilization by individual into
Theoretically, the growth of social com-
psychosocial issues (Kraut et al. 1998: Kim er
puting creates growth gaps among the models
al. 2009). Social computing even has shifted
of empirical IS adoption (Malhotra & Galletta,
the level of utilization analysis and IT 1999; Schepers et a|.2008; Vanoy & Palvia,
utilization impact from the level of individual
2010). Theories on IS adoption are only
and organization analysis to the level ofsocial
appropriately used to explain social behavior
group and society (Bagozzi & Dholakia,
of IT adoption and utilization (Baron et al.
2002). The big change of themes on IT
2006) so it is necessary to develop model of
utilization and impacts of lT utilization in
social computing behavior.
contextof social computing has becorre an
important issue that needs to be observed Ernpirical studies on social computing be-
empirically because such a big change has havior has begun since the emergence of cel-
large implication theoretically and practically. lular technology and Web 2.0 Malhotra &
Technically, social computing behavior
Galletta (1999) and Bagozzi & Dholakia
(2002, 2006) are researchers who have done
has varieties of application forms, among oth-
obsenations on social computing behavior in
el's are blog, rviki, instant message, multi-
the perspective of socio-technology involving
player garning, open source, social network
social influence constructs, namely, internali-
sites (SNS) and social bookmarking (Wang el
zation, identifi cation and compliance (Kelrran,
al. 2007). SNS is a fomr of social computing
1958) as psychological commitment construct.
behavior that has the highest level of growrh
Those researchers found out that TAM devel-
of all other social computing medias
opment model involving social constructs has
(Parameswaran & Whinston. 2007). Accord-
better prediction variants than TAM model in
ing to Boyd & Ellison (2008) there have been
explaining social computing behavior. How-
at least 202 kinds of SNS applications *.ith the
ever, the shortcomings of those studies are
category of common mainstream gror.rp and
treating the social influence factor as one mul-
244 Journal oflndonesian Economy und Business May
tidimensional construct of psychological involvement behavior, impacts of psycho-

commitment, which should have been three social prosperity, and other cultural variables
one-dimensional constructs, not yet having becomes imporlant to carry out.
measured the correlation of sociai influence
This study is aimed at developing and ex-
factors toward actual behavior, and only perimenting models of social computing be-
observing individual's involvement in context
havior, especially the impacts of individual's
of ceftain online community so that the ex- involvement in SNS. This study uses socio-
perimentation outcome does not entirely rep-
technology-psychology perspective, that is,
resent the social computing behavior.
integrating all aspects of atlitude, behavior,
Meanwhile, a specific study on the im- and emotion in explaining motivation, actual
pacts of the involvement in online comrnunity behavior, and the impact of individual's in-
is relatively limitediy disclosed in the ernpiri- volvement in SNS. This study focuses on the
cal studies of IS, because the study on IT development and experimentation of empirical
impacts discloses more on IS utilization models with valid and reliable metrics by in-
impacts toward the work satisfaction, work volving social influence constructs (compli-
productivitv, and values on organization ance, identification, and intemalizatiorr) and
(Weill, 1990; Brynjolfsson, 1993). Some IT acceptance construct (the perceived ease-
studies on the impact of the involvement in of-use, and the perceived usefulness) as the
online community reveal that there is desire predictor and actual behavior of indi-
correlation between individual's involvement vidual's involvement in SNS. This study
behavior in online community and the psycho- chooses two major TAM constructs (namely:
social prosperity, namely depression and the perceived ease-of-use and the perceived
loneliness (Morahan-Martin & Schumacher, usefulness) because those two constructs are
2003; Jackson et al. 2004; Kang, 2007 ; Leurirg, the rnajor tough and parsimonious constructs
2007; Schepers et al. 2008). Somehow, the in explaining the IT acceptance perception of
previous empirical studies on the correlation individual on the previous studies of IS adop-
between individual's involvement behavior in tion and utilization and TAM model is the
online cornmunity and the psychosocial toughest basic model of all other IS adoption
prosperity are still not yet conclusive, merely and utilization model (Venkatesh & Davis,
measuring the negative irnpact of individual's 2000; Venkatesh et a|.2003). This study also
involvement in online community, and not yet experiments the positive and negative impact
involving individual's cultural value. Whereas of SNS involvement behavior toward the psy-
in fact, studies on individual's involvement in chosocial prosperity (namely: depression,
online community should have been able to loneliness, and happiness construct), involving
measure the positive impact. like life satis- cultural value as moderating variable, This
faction and happiness (McKenna & Bargh, research subjects are users or members who
2000). Besides, individual's involvement in joins the social network site (SNS) of Face-
SNS creates a non-restricted and inter-nation book, Twitter, MySpace and Google+" Simul-
communication process, so the study of the taneous experiments on attitude constnict as
irnpact of individual's involvement in SNS antecedent, acfual behavior. and emotion as
also had better involve the factor of cultural consequence of SNS involvement, are ex-
value. Therefore. the development of social pected to give more comprehensive ernpirical
computing behavior model, especially the explanation on social cornputing behavior,
involvement in SNS that integrates motivation especially individual's involvement in SNS.
and consequences by involving social This study is important to car'ry out be-
influence factor, IT acceptance factors, actual
cause the development and experimentation of
2012 Abdillah et aL 245
social computing behavior model, especially cial influencs process, that is, internalization,
the impacts of individual's involvement in identification and compliance.
SNS involving aspects of attitude, behavior Internalization is a process of the fonna-
and emotion, can explain the individual's in- tion of perception for the conformity of values
volvement in SNS better than the previous on an individual with other people or his,4rer
models of IS adoption. The development and community. Social influence will be effec-
experimentation on models of social comput- tively formed within someone when the indi-
ing behavior will add to the academic refer- vidual is easily influenced to agree with
ence of IS adoption and utilization models, other's or community's attitude. An individual
especially in context of SNS. The experimen- who undergo internalization will voluntarily
tation of individual's involvement in SNS act and behave consciously toward something
models through online questionnaire survey, that is in accordance with his intrinsic value.
purposive sampling, and tough statistical ex-
perimentation, will produce empirical model ln context of social computing behavior of
with valid and reliable metrics, which can be SNS, internalization becomes a strong predic-
replicated by the subsequent empirical studies.
tor for individual's intrinsic motivation to par-
ticipate in SNS. Previous empirical studies on
Simultaneous development and experimenta-
tion of empirical models that cover antecedent social computing interpret intemalization con-
and consequence of individual's involvernent
struct with Group Norm construct. However,
in SNS behavior gives a more thorough and this study remain to use intemalization con-
struct to turn the terminology of intemalization
specific scientific perspective on social com-
puting phenomenon. Besides, this sfirdy pre- construct back to the domain of Social Com-
puting Theory.
sents the scientific explanation about the cor-
relation of attitude, behavior and emotion Individual who perceives the existence of
aspects in social computing that will become conformity of his intrinsic value with values
imporknt information for organization, gov- referred by online community will be moti-
ernment institution, and common society re- vated to get involved in the community. Em-
lated to sociai implication and management of pirical study by Malhotra & Galletta (1999)
social computing behavior especially in con- for.rnd out that inter internalization predicts the
text of SNS. perceived usefulness, and the perceived ease-
of-use and the individual's intention to behave
THEORETICAL REVIEW AND in online community. Internalization has the
HYPOTHESIS DEVELOPMENT highest variant in explaining the influence of
social factor toward attitude variable and be-
The Social [nfluence Factors on Desire
havioral intention. Internalization also predicts
Kelman (1958) proposed Social Influence the desire to get involved in SNS (Bagozzi,
Theory. Such theory explains that individual's 2000), intention to get involved in their online
behavior is influenced by social influence community (Bagozzi & Dholakia, 2AA2) and
factors. Social influence takes place when in- preference of attitude toward online adver-
dividual's thought and action are influenced tisement (Dhoiakia et aL 2AA4). Malhoha &
consciously and unconsciously by other peo- Galetta (2003) also found out that intemaliza-
ple as a result of the changing perception of tion is better to predict IS voiitional adoption
some one that results from the relation with than TAM constructs.
the influencer, with other people or common
This study argues that individual who gets
people in general (Kelman, 1961). Social
social influence of SNS and perceives the
Influence Theory explains three fonns of so-
presence of conformity of SNS conlnunity
246 Journal oflndonesian Economy and Business May
values and pulposes with that of individual to & Dholakia, 2006) and the behavioral desire to
get involved in SNS. Based on that explana- get involved in online cornmunity (Dirolakia e/
tion, a hypothesis can be constructed in this al. 2004). Malhotra & Galletta (2003) also
research as foilows: fotmd out that identification is better to predict
IS volitional adoption than TAM constructs.
H1a: Internalization has positive influence
toward the desire of involvement in SNS This study argues that individual who get
social influence of SNS and perceives the
The second dimension of Social Influence presence of community's attractiveness in the
Theory is identification, that is the formation form of assumption that his/her involvement in
of individual's perception to behave along SNS community can rnaintain good relation-
with the values referred by cerlain people, ship with other people ancl gives him identity
community, and common society that he/she or existence in SNS cornmunity will encour-
looks up to. Identification forms individual's age the individual's desire to get involved in
attitude and behavior in accordance with the SNS. Based on that explanation, hypothesis
community's attitude and behavior. Identifi- can be formulated in this research as the fol-
cation construct can be interpreted as social lowing:
identity constructs (Bagozzi & Dholakia,
2006; Vanoy & Palvia. 2010). However, this Hlb: Identification has positive influence to-
ward desire to get involved in SNS
study remains to use identification construct to
turn the terminology of identification construct The third dimension of Social Influence
back to the domain of Social Influence The- Theory is compliance, namely, process of the
ory. formation of perception of individual accep-
Social influence will effectively be formed tance toward the comrnunity social values to
in an individual when s,he acts and behaves get certain appreciation or to avoid penalty
along with someone that s/he looks up to or (Kelman, 1958). Compliance forms individ-
respects, Iike parents and celebrity. lndividual ual's attitude and behavior to get reward to get
who undergo identification will voluntarily act involved in community. Social influence will
and behave consciously tora'ard something s/he be effectively formed in an individual when
considers in line with hislher intrinsic value. s/he feels that his/her behavior will resuit in
However, identification can be mandatory benefits and will avoid her/him from penalty.
when the individual's decision is driven to Individual who undergoes compliance will
satisfu other people or an uneasy feeling or the behave along with the community aftitude and
individual's intention to maintain a good rela- behavior although he does not agree with the
tionship and a social identity in a community. behavior.
In context of SNS social computing beha- In the studies of IS, Compliance construct
vior, identification becomes a strong predictor is adapted into subjective nonn constmct. IS
of individual's intrinsic motivation to adoption models. like TRA. TAM. TPB, and
participate in SNS. Individual who perceives UTAUT employ such construct as predictor of
the commnnity's attractiveness for hirrself, IS intention and behavior. Many empirical
will be motivated to get involved in the com- studies conf,rm the positive influence of the
munity. Ernpirical study by Malhotra & subjective norm toward attitude, intention and
Galetta (1999) found out that identification behavior of IS adoption in context of organi-
predict the perceived usefulness, the perceived zation. However, Social Influence Theory ex-
easc-of-use and intcntion ofbchavior in online plains that compliance does not fully influence
community. Identification predicts behavioral positively torvard attitude and intention be-
desire of online advertisement group (Bagozzi cause compliance contains two perceived
2012 Abdillah a al. 247
meanings, namely reward and penalty. Com- in adopting certain system, it is not necessary
pliance social influence, which is perceived to to do hard efforts. Although effort measue-
produce reward will have positive influence on ment is assumed to be different by everyone
the attitude, intention, desire and behavior. In but to avoid the rejection from the system user
conkast, compliance social influence, which is to the system developed, a being developed IS
perceived to produce penalty will have nega- shouid be easy for application by the users
tive influence on the attitude, intention, desire without having to do hard effort.
and behavior.
The perceived ease-of-use is one of the
In context of SNS social computing be- many factors in TAM model, which has been
havior, compliance role as predictor of moti- experimented in research by Davis et al.
vation of SNS involvement is still debatable. (1989). The outcome of that research shows
Bagozzi & Dholakia Q002, 2006) concludes that the perceived ease-of-use factor proves to
that compliance is not relevant as predictor of be able to explain the reason why an individ-
SNS social computing behavior because SNS ual adopts information system and explain
voluntary characteristic is not suitable w,ith the how the new IS being developed can accepted
compliance characteristic. The study done by by users.
Sledgianowski and Kulviwat (2009) on online
The previous studies on IS adoption only
community using social pressure (normative
experimented the correlation of the perceived
pressure) as an altemative construct of com-
ease-of-use with intention to behave, not with
pliance social influence, supports the state-
the desire to behave. The previous study on IS,
ment of Bagozzi & Dholakia. However, the
differentiated desire from intention and atti-
study done by Malhoka & Galena (tggg, tude (Perugini & Bagozzi, 2001) and con-
2003) found out that compliance has influence
cluded that desire is less appropriately used to
on the intention and behavior of SNS in-
explain IS adoption behavior in context of
volvement. Malhotra argues that individual,s
organization. Desire is more appropriately
involvement in SNS is encouraged by various
used to explain the consumers' behavior (Belk
motivations. Individual's behavior of SNS can
et al. 2003). However, in context of social
be encouraged by motivation to share knowl-
computing, a study done by Malhotra &
edge, to establish existence and social identity,
Galetta (1999, 2003) and Dholaloa et al.
even SNS can be used as media to earn finan-
(2004) found out that the perceived ease-of-
cial benefits through electronic business.
to get involved in online
use predicts desire
This study argues that individual who gets community. The perceived ease-of-use also
SNS social influence and perceives that his/irer predicts desire to get involved in online
involvement in SNS community can give branded community (Bagozzi & Dholakia,
him/her social benefits and or avoid him from 2006).
social sanction, will encourage the individual
This study argues that individual rvho per-
to get involved in SNS. Based on the explana-
ceives ease to get involved in SNS, without
tion above, a hypothesis can be constructed in
having to do hard effort, and without strug-
this research as the following:
gling in the adoption, such per-ception will
H1c: Compliance has influence on the desire encourage an individual to get involved in
to get involved in Social Network Sites. SNS. Thus, a hypothesis can be constructed in
this research as follows:
The Perceived Ease-of-Use and Desire
H2a: the perceived ease-of-use has positive
Davis et al.' (1989) defines the perceived influence toward the desire to get in-
ease-of-use as an individual level of belief that volved in SNS.
248 Journal of Indonesian Econamy qnd Business May
The Correlation of The Perceived Useful- This study argues that individual who per-
ness and Desire ceives the involvement in SNS will produce
The perceived usefulness is a level of in-
positive outcome and socio-psychological
benefits, will have desire to get involved in
dividual's belief that using technology will
SNS. Therefore, hypothesis that can be devel-
promote their working perfonnance (Davis er
oped by this research is as follows:
al. 1989). The perceived usefulness is a belief
on the decision making process. If one is sure H2b: The perceived usefulness has positive
that the system is useful, s/he will use it. On influence toward the desire to get in-
the other hand, when one is sure that the involved in SNS.
formation system is not useful, he will not use
it. The Influence of Desire toward The In-
Based on motivation theory revealed by volvement Behavior in SNS
Deci (1976), the technology acceptance by The studies of IS adoption and utilization
users is determined by two types of motiva- is restricted to using desire construct to predict
tion, namely extrinsic and intrinsic. Intrinsic behavior. Desire construct is mostly used in
motivation arouses because of the expectation researches on consumers' behavior in mar-
felt by an individual, resulting from the inter- keting management. Bagozzi & Dholakia
action with the application of information (2002) stated that desire encourages motiva-
technology system. Extrinsic motivation tion to act and along with affitude constructs
arouses because ofthe expectation ofadoption and social influence construct, desire influ-
of certain technology system application he ences behavior to get involved. Outraging de-
accepts from outside the individual's interac- sire will encourage behavior if it is influenced
tion with system. The definition of the per- by high commitment to act (intemalization,
ceived usefulness describes a form ofextrinsic identification, and compliance). Davis (1984)
motivation, because the benefits obtained mentioned it with "connected condition" to
comes fi'om outside, narnely, apprecia- explain the process in which desire is con-
tion/reward because of his better performance. nected to certain intention and behavior. One
The previous research shows that the per- will act upon his consciousness and accep-
ceived usefulness construct has significant tance to act. Consciousness and acceptance
positive influence toward the adoption of in- toward desire is a catalyst to relieve reserved
formation system (Davis et al. 1989;lgbana et desire and generally have something to do
al. 1997). The perceived usefulness is the most with biological need; food, sexual intercourse
signihcant and important construct in influ- and security.
encing attifude, intention and behavior in the The previous IS studies differentiated de-
adoption of technology of the other constructs. sire from intention and attitude (Perugini &
The previous study on IS adoption only Bagozzi,2001). Desire plays an important role
experimented the perceived of usefulness to- in various kinds of consumers' behavior (Belk
ward the intention to behave, not the desire to et aL.2003). The study carried out by Dholakia
behave. In context of social computing, the et al. (2A04 found that desire has positive
study done by Malhotra & Galetta (1999; influence toward involvement behavior in
2003) and Dholakia et al. (2004) found out online community. Desire also predicts
that the perceived usefulness predicts the de- strongly the individual's involvement in online
sire to get involved in online branded commu- branded community (Bagozzi '& Dholakia,
nity (Bagozzi & Dholakia,2006). 2006). Meanwhile, the study done by Shen er
al. (2009) found out that desire predicts the
2012 Abdillah et aL 249
involvement behavior in short message tech- of the involvernent in SNS should be meas-
nology. ured through the subjective dimension of life
This research does not employ intention quality for positive aspect (namely: happiness)
but desire as predictor of involvement be- and negative aspect (namely: depression and
havior in SNS because of its nature of compul- loneliness).
siveness and enjoyment, so desire is accurately Some studies on the impact of SNS and
representative to explain IS adoption behavior internet involvement toward psycho-social
applied to organization or IS in general. Desire prosperity are inclined to observe the negative
construct gives stronger stress on motivational impact. Jackson et al. (2A04) conducted a sur-
drive to do something bigger than intention. vey on the activity of the utilization of SNS
Thus, desire that is formed by social influence HomeNet Too in America. The study found
will encourage individual to get involved in out that utilization frequency, participation
SNS. Hypothesis that can be developed out of intensity and the amount of sites opened influ-
this research is as the following: ences depression and loneliness. The research
H3; The bigger result of Jackson et al. (2AA$ aho found out
desire to get involved in
the correlation among demographic character-
SNS, the higher the level of involvement
in SNS istic (race and age) and personality hait with
the social dysfunction.
The Influence of Individual's Involvement The correlation between SNS adoption
in SNS toward Psycho-social Prosperity and psycho-social prosperity is also revealed
in the empirical study of Kang (2007). The
The study on the impact of IT, mainly
study argues that the main factor that encour-
internet and interactive media started when a
ages social dysfunction as a consequence of
researcher of Carnegie-Mellon University in
SNS adoption is disembodimentr (Morahan-
1998 found out proof that they call with the
Martin & Schumacher, 2000). Meanwhile, the
term internet paradox (Kraut et al. 1998).Tt;e
study of Schepers et al. (2008) found out the
study found out that internet utilization is
closely related to the decrease ofpsycho-social
negative influence of the types of SNS
activities toward the psycho-social prosperity.
prosperify and social involvement. The finding
Users who download and see videos or songs
assumes that social interaction facility and
online have the tendency to have lower level
psycho-social benefits have correlation with
intemet utilization.
of social dysfunction than those who make
online communication.
The impact of individual's involvement in
This study argues that the individual's in-
oniine community is in the form of negative
volvernent in SNS is potential to cause prob-
and positive outcome (Kang, 2007). Such im-
lems of psycho-social prosperity, like depres-
pact can be seen in the perspective of life
sion and loneliness. The impacts of psycho-
quality concept. Ventegodt et al. (2003) elabo-
social prosperity problem is seen more clearly
rates life quality integrative theory, which
when the adoption (frequency, intensity, the
consists of objective and subjective dimension.
amount of messages sent, and the amount of
The impact of involvement in SNS can be
domain accessed) is compulsive. Compulsive-
measured toward the objective and subjective
dimension of life quality, solnehow the objec-
tive dimension measurement (for example: the I Disembodiment is a transcendent process of human
body fiom real condition to virtual condition, in which
level of income, the amount of asset, and the
human body experiences limit constraints of motoric
amount of necessity fulfrlled) is less relevant and sensory function so that psychologioal and
to cany out in context of involvement behav- physiological function of human being does nor work
ior in SNS. Therefore, the study of the impact optimally.
250 Journal of Indonesian Economy and Business Mqy
ness of SNS involvement can create disem- a collective phenomenon, that is, the fulfiII-
bodiment and reduce the quality and quantity ment of individual's expectation and intention
ofreai social interaction done by an individual through collective interaction process (Fowler
to other people. The impact of high involve- & Christakis, 2008). An individual cannot
ment in online community can also cause an fulfill hislherneeds individually but an indi-
individual to experience depression and lone- vidual needs other people to have online social
liness when an individual perceives depression interaction. The involvement in SNS becomes
and loneliness as part of negative outcome of media for an individual to obtain collective
SNS involvement (Kim et aI.2009) (for exam- happiness.
ple: the problem of social interaction toward
This study argues that involvement in
family, the problem that slhe gets in the work-
SNS is a media for an individual to fulfill
place, or the problern slhe gets from school).
various needs, especially the need to comlnu-
Based on the above explanation, a hypothesis
nicate and do social interaction with other
can be developed in this research as the fol- people. The need to communicate and do in-
lowing: teraction will give positive impact, namely,
H4a: The level of individual's involvement in happiness when an individual involved in SNS
SNS has positive influence toward de- thinks of obtaining positive outcomes out of
pression. his involvement. The positive outcomes are
among others, getting relations with other
H4b: The level of individual's involvement in people, having freedom in SNS, accepting the
SNS has positive influence toward lone- current life condition, having ability to man-
liness. age life, having goals and the fulfilhnent of
Other than the negative impact, the in- that goals through the involvement in SNS,
volvement in SNS also can give positive influ- and undergoing process of learning through
ence toward the psycho-social prosperity, the involvement of SNS. Based on the expla-
namely happiness. The study of Jackson e, c/. nation above, a hypothesis can be developed
(2004) on the 117 adult individuals who were from this research is as the following:
the members of HomeNet found out that fre- H4c: The level of involvement of in SNS has
quency and intensity of
involvement in positive influence toward happiness.
HomeNet influenced depression and happi-
ness, with the variety level of happiness The Influence of Collectivist's Cultural
change higher than depression. Happiless was Value Moderation versus Individualist's
found in community participants because the
The study of culture and IT can be ob-
online community provided facility of com-
munication and various information that gave
served through the variety level of analysis
and culture level (Leidner and Kayworth,
opportunity to individuals to communicate to
2006). Culture can be seen through the,level of
and interact with each other. The facility of
cultural substance, values, and artifacts. This
communication fulfilled the participants' ex-
research employs the level of cultural value
pectation to communieate and interact so that
because it is easier to measure and reflect the
it, in turn, gave the participants happiness.
cultural substance. Culture can also be ob-
The study of Chou & Lin (2010) on the served on the level of analysis of country,
users of Facebook and MySpace found out organization, subunit, and individual. This
that the involvement in SNS is able to predict research measures culture on individual level,
the happiness. Individuals lvho are involved in because of some reasons that show biased
SNS feel happy out of the fulfillment of online measurement of culture on country level, al-
social interaction. Such happiness is defined as though the studies on culture and IT generally
2012 Abdillah a al. 251
use anaiysis on the level of country or organi- cially in context of online corrmunity. Indi-
zatiot. vidualist's cultural value is prone to having
Cultural value has many concepts, one of many friends but a few amounts of long-
the popular concept is cultural dimension, termed intimate friendship relation. On the
which was asserted by Hofstede (1983), other hand, coilectivist's cultural vah-re tends
namely collectivist-individualist, avoidance of to have a few friends but enjoys long-termed
uncertainty, gaps of lower-high authority, intimate friendship relation (Hofstede, 1998).
masculinism-feminisrn and Confucianism. Meanwhile, the study of Allik & Realo (2004)
This research uses cultural value concept of in 42 countries found a strong correlation
collectivist-individualists because such con- between high individualism and high social
cept can explain correlations of culfure, social model, The study concludes that in a
involvement and psycho-social prosperity. community where individuals feel free and
However, this research does not use analysis freed from any social restrictions, will have a
level of country like proposed by Hofstede high voluntary relation and trustworthiness
because the measurernent on the country level among hem and have a cefiain public spirit,
is static, cultural value on individual has while an individual who lives in individualist
changed as a result of globalization and inter- community tend to build voluntary relation
net, a country cultural value does not ret'lect and trustworthiness to each other. Interest-
cultural value on individual level, and the ingly, Chinese who are considered to have
raeasurement on counhy level results in the collectivist's culture, even have a high level of
interpretation stereotype and ecological fallacy trustworthiness among them. If individualist
in rneasuring cultural value on individual level tends to change relation and easily trust other
(Straub et aI.2002). people, individualist wiil have more social
relations than collectivists and easily gets in-
This research measures cultural value on
the analysis level of individual using ideocen-
volved in SNS community. Somehow, the
sfudy on social ties in Norlh American culture
trisrn-allocentrisrn concept of cultural value,
even found out that individualists tend to
narnely, collectivist-individualist cultural
maintain relation in SNS cornmunity and a
value can be measured through culfural value
few of them make a new friendship to other
refened by every individual (Triandis &
people they have not lxet (Boyd & Ellison,
Singelis, 1998). Ideocentrism reflects indi-
2007). Hence, it can be concluded that inter-
vidualist's cultural value with characteristic of
cultural social ties I-C implies the ability of
autonomy, self-interest, self-determination.
each individual with hisiher cultural value in
and freedom. Allocentrism reflects collectiv-
facing the irnpact of invoiverient in SNS.
ist's cultural value with characteristics of
sharing value, common goals, and maintaining Gudykunst (1998) explained that individu-
relation with other people in hannony. alist feels more comfoflable to interact with
foreigners and is rnore expressive than collec-
The study on culture and IT in context of
tivists. The abiiity to interact with foreigners
SNS is very relatively lirnitedly exposed in
and maintain their shallow virtual social rela-
ernpirical research, especially the one that ob-
tion is an indicator of the abiiity to face the
serves explicitly the correlation between the
impacts of SNS involvement toward the psy-
SNS involvement behat ior and psycho-social
cho-social prosperity. Meanr.vhile, the research
prosperity. However, the study- of Talukder &
done by Cardon et ctl. i2009) on seven ethics
Yeou, (2007) stated that cultural value of
individualism-collectivisra (I-C) has been
in Los Angeies, found out that the impact of
psycho-social can take place in any culturai
identified as an important dimension of culture
value, that is measured through the ability to
that influences the level of social tie, espe-
make online meeting or to build online social
252 Journal of Indonesian Economy and Business May
capitai. Individual with high ability to make linesswill happen to individuals with in-
online meeting tend to have high social capital dividualist cultural value than those with
so that the impactof SNS involvement toward collectivist cultural values.
psycho-social prosperity is less likely to hap- H5c: The positive influence of individual's
pen because their social capital becomes the involvement in SNS with stronger hap-
measurement of the ability to develop a real piness will happen to individuals with
social relation outside their online social rela- collectivist cultural values than those
tion. with individualist cultural values.
This research argues that both I-C cultural
value have a different adoption behavior as
they have potential for different social capital,
RESEARCH METHOD
so that the impact of SNS involvement be- This research is a confirmatoty study,
havior toward the psycho-social prosperity namely, the study which is aimed at examining
will also be different. Collectivists' cultural theory through the development of social
value has a high real social capital so the abil- computing model of individual's involvement
ity to make a new friendship relation in online in SNS. This research uses questionnaire sur-
community is easier. Many online -cornmu- vey design. Figure 1 presents empirical model
nity friendships can encourage an individual to examined in this research.
behave compulsively so that it triggers the
The measurement of internalization, iden-
presence of psycho-social prosperity problem,
tification, and compliance constructs each uses
but real social capital and the ability to main-
three items of rnetrics, which are adapted from
tain offline social relation reduces the potential
Malhotra & Galletta (2003). The measurement
ofpsycho-social prosperity problem and at the
same time remains to obtain happiness through
of the perceived ease-of-use and usefulness
construct each uses six items of metrics, which
media of onliue social interaction and commu-
are adapted from Davis et al. (1989). The
nication. Meanwhile, individualist' cultural
measurement of desire construct uses three
value has less real social capital but has the
ability to make a new friendship with foreign-
items of metrics, which are adapted from
of SNS involve- Bagozzi.& Dholakia (2006). The measurement
ers in Iong term, the impact
ment does not influence the psycho-social
of SNS involvement behavior uses four items
prosperiry problem and at the same time ob-
of metrics, which are adapted from Jackson e/
tain happiness through the process of online
aL QA}\. The measurement of depression
construct uses twenty items of metrics from
social communication and interaction. How-
Center for Epidemilogic Studies Depression
ever, fi'iendship with foreigner is prone to be a
Scale, which are adapted from (1977) and
shallow relation, which in large quantity, will
become a potential cause of psycho-social
Kraut et a/. (1998). The measurement of
loneiiness construct uses twenty items of met-
prosperity problem. Based on such explana-
rics from UCLA Loneliness Scale (version 3),
tion, a hypothesis can be proposed in this re-
search as the following:
which are adapted from de Jong-Gierveld
(1987). The measurement of happiness con-
H5a: The positive influence of individuai's struct uses twenty four items of metrics, rvhich
involvement in SNS with stronger de- are adapted from Ryff (1989)' All indicators
pression will happen to individuals with (except the indicator of involvement behavior)
individualist cuitural value than those uses fir,e response scales, 1 for disagreement
with collectivist cultural values. and 5 for agreement.
H5b: The positive influence of individuai's

involvement in SNS with stronger lone-
2012 Abdillah et qL 2s3
Cultural Value Theory

lnternalization
(H1a)+ Collectivist vs. lndividualist
(H5a, b, c)
ldentification
(H1b)+
+ (H4a)Depression
Compliance
(H1c)
(H3)+
lnvolvement
in SJS
+ (H4c) Happiness
The perceived
Usefulness (H2a) +
The perceived Ease-

of-Use
(H2b) +
Figure 1. Model of Social Computing Behavior of Individual's Involvement in SNS
This research popuiation is the members validity, reliability and hypothesis is done sta-
of users of SNS application of general cate- tistically using partial least square (PLS)
gory with characteristic, i.e. user-based, inter- method with the help of software appication of
active, community-driven, relationship, and SmartPLS ver.2.0
emotion over the content. The sampling pro- Other than the experimentation of main
cedure uses non-probability procedure with effect, this research also examines the
purposive sampling with sample criteria: (1) moderation effect of cultural value using sub-
subject or respondent are SNS members who group analysis with mathematical equation as
have joined for the last one year to obtain the such;
description of experience of the respondent's
involvement well, (2) variety of types of SNS, t: @KD - Bk (2))/l^'l6sq(r) + ssE (2)
(3) about the age of respondent, young age lpt{t)(diu\ + {&(2))rz 6n4111/ @J{D +
categorized as generation C or Generation
dl?)Q(]l) tz lssr (r) (r(2) 1z lssr 1z;1;
Content.2 Data collecting is done cross-
sectionally using online questionnaire sunrey Figure 2. The Equation of Sub-group Analysis
technique with the help of opensource lime- of Moderation Effect
suvey software, which is uploaded at Source: Hartono (2004)
http://quizhosting.co.cc. meanwhile the test of Note:
Bk (1) = beta coefficient of sample group I
2 Generation C is generation who lives in a period rvhen Bk (2) : beta coefficient of sample group 2
SSE (1): sum of squared error of r:egression of
technology and science forrns a Iife attitude, personality
sample group 1
trait, and behavioral pattern (Konlpas.com, 2010).
SSE (2): sum of squared error of regression of female group is a few more in quantity than
sample group 2
: male but both two groups are proportionally in
df degree offreedom
t balance so that the two $oups of genders can
= value oft-statistics
still be compared. In perspective of marital
ANALYSIS AND DISCUSSION status, most respondents are still single. In
perspective of nationality, most respondents
This research process covers two stages, are Indonesian (IVND but l0 percent of whom
thal is, pilot study and major survey. This re- are from foreign countries, i.e. Pakistan, India
search process is started from the process of and Arab Emirate.
questionnaire development through back
Based on the outcome of PLS measure-
translation to BCC Faculty of Economics and
Business, Gadjah Mada University, three-
ment model on Table 2, empirical model
tested in this research has fulfrlled the criteria
times pretest toward a small group of students
of 53, Sl, and D3 Faculty of Economics and of validity and reliability test and the criteria
Business, Gadjah Mada University, and con-
of quite good model, namely value of GoF >
0,25 (Schepers et aI.2008).
sultation to experts. The result of pretest and
pilot study shows questionnaire items that are This research refers to two kinds of hy-
developed to fulfill the criteria of appearance potheses, that is, hypotheses of main effect
validity, content validity, construct validity and subgroup moderation effect. The hypothe-
and reliability. sis test uses PLS structural method model, that
The survey which was conducted for tfuee

is evaluated through coefficient value pa-
rameter of beta path (0) independent variable
months, the first month distribution of ques-
tionnaire was given to 570 respondents and as
and significance of t-value each path. The
result of hypothesis shows seven out of twelve
many as 147 questionnaires were retumed or
hypotheses is statistically supported. Figure 3
as much as 27Yo. Meanwhile, the following
presents the summary of the empirical test
two months the data collecting was followed
outcome of social computing behavior model
by message reminder to the previous respon-
in this research.
dents, resulting in as much as 53Yo or 347
questionnaires were retumed so the total re- In general, this research results in three
sponse level is 80 percent. major findings. The first, this study finds out a
correlation between motivation and conse-
Based on the description of the research
quence of individual's involvement in SNS.
sample, there are age variance, marital status,
Motivation of involvement consists of intrinsic
nationality, and SNS involvement behavior on
motivation (namely internalization) and ex-
the research samples. In perspective of age, at
trinsic motivation (namely identifrcation and
the average, respondents are young people of
compliance). This research only fourd extrin-
22yearc ofage categorized as generation C or
sic motivation as predictor of individual's de-
Generation Content. In perspective ofgender,
sire to get involved in SNS. This finding indi-
Table 1. Description of Characteristic of the Research Samples

N Minimum Maximum MeanMedian Std. Deviation Skewness Kurtosis
Statistic Statistic Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error
Gender 433 I 2 2 ,514 ,160 ,117 -,838 ,234
Age 433 t1 52 22,51 6,286 2.089 ,117 3,826 ,234
Marital Status 433 I 3 1 ,368 ?,268 ,117 4,055 ,?34
Nationality 433 I J I ,143 9,905 ,11'7 108,871 ,234
2012 Abdillah et aL ,t)5
cates that SNS users in Indonesia who are in ment, like following trends of involvement in
general inclined to get involved in SNS are online social media (contagious adoptioa).
encouraged by extrinsic motivation, that is, Extrinsic motivations are superficial, non-
being interested in SNS application features, philosophically-based and non.inkinsic moti-
invitation of a friend or colleague, agent's ap- vations to get involved in SNS so that depres-
peal (public figure, or idols in society), and the sion, and unattained happiness is a conse-
reason to avoid social sanction or obtaining quence that most possibly will occur.
social-economic benefits from SNS involve-
Table 2. The Test Outcome of Partial Least Square (PLS) Method of Measurement Model
Var AVE R Square Communality Redundancy GOF
DR 0,380872 0,057318 0,380872 0,010716
HS 0,675636 0,227441 0,675636 0,095666
ID 0,615510 0,615510
IT 0,589114 0,589114
KB 0,412592 0,012611 0,412592 0,002109
KP 0,525454 0,525454
KS 0,605134 0,035072 0,605134 0,0177A2
PE 0,517724 0,5t7724
PU 0,528780 0,528780
USE 71 168 0,029046 0.371168 0,010941
I 0,072298 0,522198 0,297248
Note: DR (depression), HS (desire), ID (identification), IT linternatization;, fn (happiness), KP
(compliance), KS (loneliness), PE (the perceived ease-of-use), pU (the perceived usefulness), USE
(involvement behavior in SNS).
Social Influence Life Quality Theory

Theory
p: 0,27** p:0,23*7@
rl
'rl
[;;ii
t test= -18.48**
Notice:
* significance at o,5 percent
** significance at 0 I percent
Figure 3. The outcome of Empirical rest of SNS computing Berravior Model

Secondly, this research finds out the posi- to interact online with public figure or re-
tive and negative impacts of individual's in- spected public idol, fulfilling other's invitation
volvement in SNS. The positive impact at- to get involved in SNS, following the trend of
tained in this research is the decrease of lone- online social media and being entertained by
liness while the negative impact is potential SNS application features. While, inhinsic mo-
for depression to occur. This finding indicates tivation, which is not found to predict desire to
that SNS users in Indonesia obtain benefits get involved in SNS, is not able to predict
from the involvement in SNS in a form of the happiness as positive consequence that con-
decrease of loneliness or it can be concluded tains intrinsic expectation.
that SNS is entertainment media and a way of The third, this research finds out indica-
keeping away from loneliness for SNS users in tion of cultural value shift on the level of indi-
Indonesia. In the other perspective, the in- vidual analysis. Indonesian society which is
volvernent is also potential for elevating de- nationally considered as collectivist society
pression syndrome to SNS users in Indonesia turns out that not a few ofthem hold individu-
when the involvement is perceived to have alist cultural value. This research also finds
negative outcome, like the decrease of direct out the difference of the impact of SNS in-
contact to other people and engaging in prob- volvement between the two types of cultural
Iem at school or at home or at the workplace value. Individualists group tends to enjoy the
because of the compulsive involvement in benefit of SNS in the form of the decreasing
SNS. loneliness and depression on a certain level of
Besides the positive impact of the de- involvement more than the collectivists group'
creasing loneliness, this study also observe the Theoretically, this finding leads to the fol-
positive impact of SNS involvement toward lowing questions regarding the research
happiness. But this research does not find any whether SNS is only appropriate to individu-
correlation between the SNS involvement and alist society and whether SNS or social com-
happiness. This finding indicates that SNS puting in general has shifted the society's'
users in Indonesia do not attain happiness cultural value. Furthe(nore, this finding leads
from the involvement in SNS because the in- to the subsequent research to measure the
trinsic expectations to reach happiness collec- comparison between cultural value on the
tively is not attained through the involvement level of individual and the level of country to
in SNS. Such expectations are among others measure the existence of cultural value shift so
the freedom in SNS, the acceptance of one that the measurement of cultural value does
self s condition by other persons and hirnself, not bias on both level ofanalYsis.
the ability to manage one self, the fulfilhnent The practical irnplication of this research
of life goals, and to earn learning process by finding for the interest owner is how to ar-
involving in SNS. The third finding of the range and manage the behavior of SNS indi
three types of impacts of involvement in SNS vidual's healthy and productive involvement
is consistent to the finding of correlation be- through the awareness of individual for the
tween the involvement in SNS and happiness. pulpose and motivation of the involvement in
Extrinsic motivation, r.vhich is found, predicts SNS and through the creation of conducive
individual's desire to get involved in SNS, ivorking atmosphere, like the deveiopment of
determining the consequence of such in- social-computing-based knowledge lnanage-
volvement, namely. depression and loneliness. ment, of social control and fonnal reguiations
An extrinsically-motivated individual to get that can iead to the productive behavior of
involved in SNS is only able to fulfill the ex- SNS individual involvement, collectively.
trinsic expectations, as wel1, like an intention Other than that. the interest orvner necessarily
r-
2AI2 Abdillah et uL 257
understands the shift of Indonesian society's and to get involved in SNS specifically,
cultural value nowadays, especially in rele- healthily and productively. If the family con-
vance with the behavior of SNS involvement sists of individuals who uphold individualist's
so that cultural and wcrking rnanagement are cultural value, the SNS involvement, which is
arranged appropriately to suit the cultural val- motivated by identification and compliance
ues referred by individuals in the organization. can produce positive outcome in the form of
the decrease of loneliness and potential for
THE RESEARCH LIMIT AND depression on certain level of involvement.
IMPLICATION For society, this finding gives important in-
This research has several limitiations. formation about the positive and negative con-
First, this research is not yet able to differenti- sequences of SNS involvement so that the
ate the types of loneliness. Second, the non- society will be more careful in accepting new
probability sampling procedure requires alert- social computing technology, especially the
ness in generalizing the research outcome. variety of SNS application. The society should
Third, this research has not yet elaborated the understand better about the more rational con-
metrics of clinical psychology. Fourth, this sequence and motivation to get involved in
research has not yet designed comprehensively SNS so that a certain level of SNS involve-
the procedure of measuring and checking the ment can result in positive outcome for them.
potential for social intention bias. Therefore, in context ofsocial, individual,
Besides the limitation, this research find- family and society, it is recommended to have
ing presents further details on internet paradox a deep awareness about the meaning and pur-
issue through the correlation of motivation and poses of the involvement in SNS. The lack of
the impact of SNS involvement between col- knowledge and awareness of the purpose and.
lectivist's and individualist's cultural value. meaning of the involvement in SNS will only
Practically, this research finding gives impli- lead to the unhealthy and compulsive behavior
cation on the interest owner in social context, of SNS adoption so it will result in contra-pro-
like individual, family, cortmon society and ductive outcome. Howeveq it is undeniable
the interest owner in organizational context that SNS has characteristic of emotional, and
like private sector organization especially cognitive appeal that leads the users to a com-
Multinational Corporation (IVINC), electronic pulsive and addictive. That is why self-aware-
business advertisers, the SNS application de- ness control that is based on knowledge and
velopers, public figure, political party and undersfanding of meaning and purpose of SNS
regulator. For an individual, this research out- adoption can lead the users to the healthy and
come gives such information on the conse- productive behavior of adoption.
quence of SNS involvement that an individual In organizational context, for the social
will be rnore rational in determining the moti- computing organization management, it has
vation to get involved in SNS and in adjusting become a new trend that cannot be avoided by
the level of involvement in SNS that can result organization. Variety of software application
in positive outcome for him/herself. If the user and the support of IT hard ware industry, like
is an individual who upholds the collectivist's computer and iT mobile device encourage the
cultural value, internalization will be a better growth of social computing to all levels of
exposure as intrinsic motivation to get in- social sfrata and go beyond place and time.
volved in SNS in order to produce a positive Organization as a subject of social cornputing
outcome, like happiness. For family, this re- can hinder the growth of social computing
search gives information in general on how to variefy but should make a good use of it as a
lead the family member to adopting internet media for enhancing individual's and organi-
258 Journal of Inelonesian Economy and Business Mqr
zation productivity. This research finding be- pression and loneliness) soto encoruage the
comes an important infonnation for organiza- behavior of social computing adoption, it is
tion in planning and directing them to the pro- necessary to lead it to productive behavior,
ductive behavior of SNS adoption. Especially like the adjustn-rent of SNS access during cer-
for organization that wants to encourage new tain tirne of the working hours. Besides,
social computing-based IT adoption, compli- organization needs the approach ofadjustment
ance exposures can effectively encourage in- and behavioral management for individuals'
dividuals in organization to get involved in productive and healthy SNS involvement.
short tenn. Somehow, the approach can only ranging from making an individual aware of
result in positive outcome in shorl time. Or- the purpose and motivation to get involved in
ganization should employ exposures of more SNS to creating a conducive r.vorking atmos-
intrinsic motivations like empowement, per- phere, like the development of social control
suasive communication, and the a continuous and fonnal regulations that can direct collec-
guidance to direct a behavior of nerv social tively to a productive behavior of individual's
computing-based IT adoption that can result in involvement in SNS.
positive outcome in long term. The real form Especially for MNC (Multinational Corn-
of organizational support for human resource pany), human resources tend to have urulti-
in social computing utilization is giving em- cultural value background, this research find-
ployees trust to use sociai computing in differ- ing can give information on understanding
ent fields of knowledge into or outside the motivation and consequencesof individual's
organization by persistently rerninding the involvement in SNS and on the culfural value
human resource to be careful in shadng vari- shift of current Indonesian society so the strat-
ous information. egy of directing IT adoption behavior, espe-
This research result's irnportant implica- cially social computing can be adjusted to the
tion for organization is the influence of indi- cultural value of the organization or the cul-
vidual's involvement in SNS and social com- tural values referred by individuals of human
puting toward the working atmosphere. lf so resource. The adjustment of strategy in di-
far cultures and values has been able to influ- recting the behavior ofIT adoption is expected
ence the working atmosphere, nowadays, so- to have positive outcome for individuals and
cial cornputing indilectly contributes to influ- organization. Although this research does not
encing the working atmosphere in the form of directly examine the correlation of motivatiott
dynamic, flexible, free interaction and com- and the impact of SNS involvement betu'een
munication pattern. Organization should create the individual level and the organizational
conducive working atmosphere through social level, the previous studies indicate the corre-
computing by understanding the characteristic lation between individual benefit and the
of the adopter on the contagious stage, which organizational benefit from IT adoption
is easily influenced by social influence factors (Del-one and Mclean, 2002).
so that it is necessary to direct
a pattem of For electronic business advertiser and the
communication and interactions by appreciat- developer of SNS applications, this research
ing human resource's transparent behavior rvill be an important information in designing
when sharing knowledge online to the organi- the strategy of marketing comnrunication and
zation and appreciating the freedom ofrespon- customer relationship management (CRM). If
sible communication. Meanwhile, organiza- the electronic business advertisers and the de-
tion is also required to understand generally veloper of SNS application think of a long-
the potential of negative impact of SNS and termed relation with their customers, they will
social coutputing involvement (namely: de- consider the impact of their customers'
involvement in SNS. This finding indicates It is expected to suit the values ref'erred by the
that individual's motivation to get involved in constituents. The efforts of encouraging the
SNS does not any longer consider the ease-of- constituent's involvement in political cam-
use aspect of adoption because the individual paign and self-imaging with SNS base are
considers the SNS application in general user- expected to result in positive outcome for
friendly in the form of navigation system that public figure, political party and its constitu-
guides individual to adopt SNS application ent, if the process of communication and mo-
more easily. Somehow, the SNS appeal can tivation has the nature of intemalization.
direct them to compulsive behavior, that in
On the country level, this research finding
tum will give a negative outcome. Therefore, gives important infonnation on how' a Country
the electronic business advertisers and the de-
regulates the rule of healthy and productive
velopers of SNS applications should coflunu-
social computing. This research found out that
nicate well their marketing communication
appeal (identiflcation) and compliance are
message contents that empower the customers
predictors of SNS involvement that potentially
to be more rational in the involvement in SNS
results in the impact of the decreasing loneli-
and develop SNS application features that en-
ness but the increasing potential for depres-
force aspects of leaming, knowledge, and in-
sion. This finding can be the government's
formation aside from communication and en-
consideration when it wants to lead to the
terlainment aspects. The efforts of involve-
healthy and productive behatior of social
ment of electronic business advertisers and the
computing, compliance motivation does not
developer of SNS application in empowering
produce positive outcome in long term (happi-
customers with basis of healthy and productive
ness). but even negative outcome irr short tenn
social computing not only will give benefits to
so that the approach of direction done by the
customers but also to the organization of the
government shouid not use the approach of
electronic business makers in the fonn of trust
compliance as it is only effective to encourage
fi'om the interests owner in long term.
behavior and short-termed outcome. Persua-
Por public figure and political par1y, SNS sive approach, empowerment, and a continu-
nowadays becomes an important part of strat- ous education can Iead to the healthy and pro-
egy. Public Relationship (PR) to develop self- ductive behavior of social computing, and
popularity and party, and to nurture a long- empowering society with IS base, as well.
term relation with the constituents. This re-
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Abdillah et al. 263
2012
Enclosure l.0nline
Questionnaire
IdentitY
FiLl B.'th the.iqhi ani';e.
qii."ry.or'i*riq c"rio; sLit ilm* p; i"v
li
iirlb;diletso* Pa &r
il;i&' a'Fii.d in ...h dldq idtrG dd fth't'i
i:-"-"-
p6dryirddtroa.dl nMk:
t;
May
and Business
264 Journal of Indonesian Econonty
Enclosure 2
The Outcome of Convergent

Validity Test Based on Outer Loading
USE
DR HS ID
lndicator 0.63
DOMAIN
DRlO 0.53
DRIl a.74
DRl3 0.5'l
DR14 0.70
DRl5 0.64
DRiT 0.s8
DR18 0.66
DRl9 0.71
DR2O 0.60
DR5 0.67
DR6 0.53
DR7 0.s3
DR9 0.52
FREQUENSY
HS1 0.84
HS2 0.81
0.82
ID1
0.79
lDz
0.7 5
ID3
INTENSITY
0.51
iTl
0.80
lT2
0.93
IT3
0.62
KBlO
0.s6
KB14
0.66
KB15
0.67
KB16
0.83
KB17
0.68
KB18
0.78
KB19
0.60
KB2O
0.53
KB22
0.s5
KB3
0.s5
KB4
L
2012 Abdiilah et uL
Indicator DR HS ID IT KB KP KS PE PU USE
KB5 0.65
KB6 0.60
KPI 0.75
0.62
- KP2
KP3 0.79
KP4 0.73
* tcst t 0.87
KS12 0.87
KS13 a.52
KS14 0.89
KS17 0,88
KS18 0.60
KS2 0.87
KS3 0.60
KS7 0.86
KS8 0.7 |
PEl 0.77
PEz 0.77
PE3 0.70
PE4 0.77
PE5 0.71
PE6 0.59
4.73
MESSAGE
PU1 0.75
PU2 a.79
PU3 0.52
PU4 0.80
PU5 0.75
0.70
PU6
' sJS
0.56
266 Journal oflndonesian Economy and Business May
Enclosure 3
The Outcome of Convergent Validity Test Based on Cross Loading
INDiCATOR DR ID KP USE
DOMA]N o,l4 o,l5 0,23 0,16 -0,06 0,22 -0,04 0,17 0,21 0,63
DRlO 0,53 0,18 0,03 -0,08 -0,26 0,09 0,13 -0,06 0,08 0,02
DRIl 0,14 0,10 0,13 -0,01 -0,37 0,17 -0,01 0,06 0,31 0,30
DRI3 0,51 0,23 0,14 -0,15 -0,34 0,13 0,11 0,03 0,23 0,06
DR14 0,70 0,17 0,14 -0,10 -0,34 0,21 0,03 0,47 0,21 0,09
DRI5 0,64 0,07 0,08 -0,72 -0,32 0,16 0,22 -0,03 0,13 0,06
DRl7 0,58 0,10 0,06 -0,01 -0,32 0,06 0,07 -0,04 0,1I 0.10
DR18 0,66 0,08 0,16 0,01 -0,30 0,10 0,10 -0,05 0,13 0,13
DRl9 0,71 0,08 0,04 -0,10 -0,38 0,14 0,10 -0,06 0,12 0,10
DR2O 0,60 0,08 0,04 -0,03 -0,40 0,13 0,19 -0,07 0,10 0,06
DR5 0,67 0,02 0,04 -0,11 -0,22 0,04 -0,07 -0,08 0,19 0,t7
DR6 0,53 0,10 -0,04 -0,04 -0,25 0,21 -0,01 -0,02 0,18 0,11
DR7 0,53 0,12 0,13 -0,12 -0,41 0,06 -0,07 -0,11 0,19 0,16
DR9 0,52 0,10 -0,05 -0,17 -0,26 0,01 0,06 -0,12 0,03 0,02
FREQUENSY 0,14 0,04 0,10 0,07 -0,09 0,06 0,00 0,08 0,12 0,51
HS1 0,08 0,84 0,33 0,14 -0,07 0,24 0,06 0,24 0,31 0,20
HS2 0,18 0,81 0,32 0,1I -0,23 0,32 0,28 0,18 0,29 0,07
IDl 0,21 0,35 0,82 0,35 -0,14 0,30 0,02 0,31 0,45 0,26
IDz 0,15 0,28 0,79 0,40 -0,08 0,31 0,14 0,24 0,29 0,77
ID3 -0,05 0,30 0,75 0,2'/ 0,10 0,27 0,09 0,27 0,26 0,15
INTENSITY 0,12 0,13 0,04 0,12 -0,05 0,20 -0,16 0,08 0,18 0,60
ITl -0,27 -0,01 0,20 0,51 0,22 -0,02 0,05 0,27 0,01 -0,04
tr2 -0,16 0,09 0,27 0,80 o,o8 0,08 0,09 0,25 0,07 0,08
IT3 -0,05 0,15 0,44 0,93 0,04 0,21 -0,05 0,34 0,26 0,19
KBIO -0,37 -0,16 -0,07 0,02 0,62 -0,19 0,09 0,12 -0,21 -0,04
KBI4 -0,32 -0,12 -0,14 0,06 0,56 -0,04 -0,01 0,10 -0,16 -0.01
KBI5 -0,41 -0,18 -0,10 0,13 0,66 -0,19 -0,01 0,08 -0,18 -0,07
KBI6 -0,29 0,02 0,04 0,15 0,67 -0,09 0,12 0,22 -0,02 -0,04
KBIT -0,42 -0,13 -0,12 -0,02 0,83 -0,11 0,02 0,08 -0,18 -0,1 l
KBI8 -0,43 -0,13 -0,02 0,12 0,68 -0, I 3 -0,01 0, l5 -0,14 -0,04
KBI9 -0,41 -0.15 -0,03 0,10 0,78 -0,08 0,03 0,14 -0,14 -0,10
KB2O -0,30 -0,12 0,01 0,07 0,60 0,01 0,01 0,15 -0,06 -0,01
KB22 -0,31 -0,08 0,08 0,12 0,53 -0,03 0,03 0,13 -0,07 0,03
KB3 -0,21 -0,08 -0,10 -0,10 0,55 -0,09 0,06 -0,01 -0,05 -0,06
L.
INDICATOR DR HS ID IT KB KP KS PE PU USE
KB4 -0.25 -0,12 0,00 0,05 0,55 -0,07 0.09 0,07 -0,06 -0,01
KB5 -0,38 -0,18 0,03 0,04 0,65 -0,16 0,03 0,03 -0,12 -0,07
KB6 -0,25 -0,03 0,10 0,00 0,60 -0,08 0,22 0,15 -0,0'7 -0,08
KP1 0,05 0,25 0,28 0,1'7 -0,04 0,75 0,08 0,21 0,23 0,19
KP2 0,00 0,13 0,26 0,18 0,01 0,62 -0,07 0,19 0,28 0,13
KP3 0,10 0,27 0,24 0,12 -0,10 0,19 -0,07 0,20 0,34 0,24
KP4 0,33 0,28 0,30 0,10 -0,30 4,73 9 0,13
-0, i 0,45
0,21
KSI I 0,07 0,19 0,10 0,02 0,07 -0,15 0,87 0,09 -0,19 -0,18
KSI2 0,03 0,14 0,09 0,01 0,07 -0,01 0,87 0,11 -0,14 -0,17
KSI3 0.03 0,32 0,23 0,08 0,12 0,20 0,52 0,25 0,08 -0,01
KS14 0,06 0,19 0,06 0,00 0,01 -0,03 0,89 0,15 -0,74 -0,14
KSIT 0,00 0,17 0,03 -0,03 0,05 -0,74 0,88 0,08 -0,27 -0,18
KSl8 -0,18 -0,1 1 -0,08 -0,02 0,30 -0,12 0,60 0,00 -0,28 -0,16
KS2 0.15 0,24 0,09 -0,01 0,02 -0,02 0,87 0,07 -0,07 -0,13
KS3 0,08 0,34 0,29 0,1I -0,08 0,21 0,60 0,19 0,13 -0,04
KS7 0,10 0,21 0,13 -0,01 0,05 -0,11 0,86 0,07 -0,74 -0,17
KS8 0,12 0,22 0,19 0,06 -0,01 -0,0s 0,71 0,09 -0,08 -0,1 I
PEI 0,0r 0,22 0,29 0,26 0,09 0,12 0,01 0,7'7 0,41 0,19
PE2 -0,05 0,20 0,19 0,20 0,17 0,22 0,17 0,77 0,34 0,12
PE3 -0,05 0,23 0,29 0,30 0,08 0,20 0,04 0,70 0,38 0,17
PE4 -0,01 4,17 0,25 0,30 0,05 0,22 0,06 0,7"1 0,34 0,16
PE5 -0,09 0,11 0,28 0,25 0,15 0,16 0,11 0,71 0,28 0,13
PE6 -0,09 0,13 0,22 0,14 0,13 0,12 0,1 I 0,59 0,18 0,03
MESSAGE 0,22 0,07 0,17 0,06 -0,1 I 0,1 1 -0,17 0,13 0,29 0,73
PUI 0,20 0,35 0,42 0,23 -0,18 0,40 -0,15 0,30 0,75 0,33
PU2 0,27 0,25 0,29 0,14 -0,16 0,35 -0,23 0,36 0,79 0,32
PU3 0,10 0,14 0,16 0,06 -0,05 0,10 0,00 0,28 0,52 0,12
PU4 0,31 0,30 0,29 0,14 -0,20 0,38 -0,21 0,30 0,80 0,34
PU5 0,23 0,27 0,33 0,11 -0,15 0,37 -0,08 0,37 0,75 0,22
PU6 0,15 0,23 0,33 0,20 -0,01 0,26 -0,09 0,47 0,70 0,28
SJS 0,09 0,l3 0,23 0,13 -0,03 0,24 -0,14 0,14 0,29 0,s6
May
268 Journal of Indonesian Economy and Business
Enclosure 4
Alpha Method
The Outcome of Reliability Vatidit-v Test Cronbach's
Item-Total Statistics
Squared MultiPle Cronbach's AlPha if
Scale Mean if Scale Variance if Corrected Item-
Item Deleted
Item Deleted Total Correlation Correlation
Item Deleted
,503 ,357 ,842
PUI 4t,29 28,322
,491 ,833
PU2 41,38 27,291 ,602
,4t9 ,246 ,846
PU3 40,96 30,624
,558 .468 ,837
PU4 4t.27 28,001
,437 ,836
PU5 4r,29 28,777 ,57r
,615 ,448 ,832
PU6 41,06 28,471
s71 ,4t6 ,837
PEl 40,90 29,696
,540 ,425 ,838
PE2 40.87 29,622
,326 ,841
PE3 4t,t7 29,796 ,488
,472 ,838
PE4 4t,04 29,593 ,548
,490 ,841
PE5 40,86 30,304 ,503
,340 ,8s0
PE6 41,00 30,824 ,363
,326 ,756
ITl 30,20 20,223 ,25'.7
.376 ,743
tr2 30,45 19,674 ,358
r8,179 {r1 ,432 ,721
IT3 30,54
1?5 ,727
IDI 30,87 18,468 ,482
yt,837 ,546 ,376 ,716
tDz 30,90
4)7 )1,"' ,735
ID3 30,68 18,806
71?
r8,764 ,439 ,311
KP1 30,50
,qq ,135
KP2 30,55 18,701 ,421
,307 ,739
KP3 30,69 19,071 ,392
,342
)\1 ,748
KP4 30,72 18,803
,196 ,07'l
HS1 7,05 1,044 ,443
?51 ,t27 ,442
HS2 ,954
,085 ,508
HS3 6,97 1,426 ,l 80
,294 ,868
DRl 39,29 81,057 ,374
,297 ,868
DR2 39,62 81,255 ,3',13
,3'79 ,874
DR3 1q 55 82,869 ,221
,t33 ,875
DR4 39,52 86,310 ,092
'77,04'7 ,423 ,862
DR5 39,32 ,536
,429 ,864
39,'l I 79,210 .488
DR6
,294 ,867
DR7 39,85 82,722 ,391
,258 ,869
DR8 40,19 83,922 ,316
,424 ,862
DR9 40,04 79,573 ,540
,426 ,862
DRlO lq 7q 78,082 ,537
160 ,864
5.6'19 ,5 15
DRII 39,42 7
.387 .293 ,867

DRI2 39.91 82;720
L-
2012 Abdillsh et aL 269
Scale Mean if Scale Variance if Corrected ltem- Squared Multiple Cronbach's Alpha if
Item Deleted Item Deleted Total Correlation Correlation ltem Deleted
DRI3 39,45 78,734 ,s08 ,336 ,863
DR14 39,64 76,792 ,655 ,503 ,858
DRI5 39,74 76,140 ,631 ,566 ,858
DRI6 40,03 83,s57 ,351 ,343 ,868
DRIT 39,82 77,804 ,515 ,479 ,863
DRI8 39,79 78,186 ,571 ,546 ,861
DR19 39,77 76,468 ,658 ,491 ,857
DR2O 39,79 76,503 ,6tl ,519 ,859
KSI 63,76 120,t92 ,238 ,407 ,879
KS2 64,9s 103,245 ,736 ,738 ,862
KS3 64,s4 I 10,209 ,494 ,552 ,872
KS4 63,59 l2t,t78 ,178 ,318 ,880
KS5 63,7t 120,050 ,254 ,521 ,878
KS6 64,01 1 18,840 ,28'.t ,426 ,878
KS7 65,04 t04,079 ,693 ,738 ,864
KS8 65,01 I 10,393 ,558 ,527 ,870
KS9 63,97 t19,423 ,212 ,378 ,880
KSlO 63,67 120,077 ,257 ,421 ,878
KSl1 65,1 8 104,080 ,7t3 ,778 ,863
KS12 65,10 t02,533 ,768 157 ,861
KS13 64,66 ttt,520 ,442 ,468 ,874
KSI4 65,03 r02,404 ,760 ,783 ,861
KS15 63,87 1t9,926 ,243 ,484 ,879
KSI6 63,72 I 18,620 ,356 ,302 ,876
KSIT 6s,16 t43,194 ,715 ,740 ,863
KS18 64,63 107,557 ,583 ,530 ,869
KS19 63,71 1t9,439 ,288 ,472 ,878
KS2O 63,71 n8,547 ,338 ,434 ,877
KBl 90,32 87,92s ,380 ,490 ,893
KB2 90,25 87,761 ,416 ,534 ,892
KB3 89,85 88,830 196 ?5S ,892
KB4 89,97 86,27'.t ,486 ,540 ,890
KB5 89,99 85,898 ,526 ,s64 ,889
KB6 89.94 87,093 ,468 ,443 ,891
KB7 90,35 91,472 ,1 t3 ,t75 ,900
KB8 90,r 9 89,347 ,291 ,3 10 ,895
KB9 89,96 86,308 ,507 ,403 ,890
KBIO 89,84 85,451 ,602 ,479 ,888
KBIl 9439 9t-446 ,076 .403 .904
Ma!
270 Journal aflndonesisn Econonty and Business
Squared MultiPle Cronbach's AlPha if
Scale Mean if Scale Variance if Corected ltem-
Item Deleted
itern Deleted Total Correlation Correlation
Item Deleted
s75 ,484 ,888
KBi2 90,12 85,',7 43
,452 ,889
KBI3 90,1 3 84,903 ,544
,452 ,888
KBI4 90,04 84,846 ,566
,440 ,888
KBI5 90,04 84,9'73 ,559
,550 ,888
KBI6 89,97 86,145 ,627
,609 ,887
KB17 89,80 85,061 ,634
<r1 ,888
KB18 89,79 85,590 ,610
,644 .886
KB19 89.74 84,920 ,687
,523 ,888
KB2O 89,67 86,104 ,613
,533 ,888
KB21 89,85 85,177 ,578
,591 ,888
Y-822 89,70 85,981 ,579
,'704 ,888
KB23 89,70 86,306 ,592
,602 ,890
Y\824 89,65 87,556 ,538
l-
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rssN 2085-8272

I0uRl{Ar 0F l1{001{ESIAl{ EC0ll0MY & BUSII{ESS

Modet of Poor Society Empowerment Through Optimizing the Potential of Zakat

Related Parties' Transaction and Eamings Management

Bad News Announcement on Investor's Monday Irrationality

The Influences of Javanese Culture in Power of Making Decisions in

Motivation and Consequence of Individual's Involvement in Social Network Sites

The Moderation Effect of Commitment to Supervisor and Intemet Expertise on

THE JOURNAL IS ACCREDITID BY THE DIRECTORAIE GENERAL OF

Faculty of Economics & Business Universitas Gadjah Mada

lnternational Advisory Board

Chief Financial Officer

MOTIVATION AND CONSEQUENCE OF INDIVIDUAL'S

INTRODUCTION level of individual analysis, on observation of

tidimensional construct of psychological involvement behavior, impacts of psycho-

H5b: The positive influence of individuai's

Cultural Value Theory

The perceived Ease-

Figure 1. Model of Social Computing Behavior of Individual's Involvement in SNS

The survey which was conducted for tfuee

Table 1. Description of Characteristic of the Research Samples

Social Influence Life Quality Theory

Figure 3. The outcome of Empirical rest of SNS computing Berravior Model

Brand Communities". International Jott- Organizational Behavior and Human

Jackson, L. A., A. von Eye, G. Barbatsis, F. havior". Jotrnal of Management Informa-

Conceptions of Happiness: Individual Ryff, C. D. 1989. Happiness is everything, or

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The Outcome of Convergent

The Outcome of Convergent Validity Test Based on Cross Loading

.387 .293 ,867

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