2021 Volume 18 Pages 55-88
Based on a questionnaire survey of 2,269 Facebook users, this study investigates whether participation benefits (hedonic benefits, informational benefits, social benefits and economic benefits) limit or promote negative effects and how negative effects impact relationship (trust) and loyalty (recommendation) on Facebook pages. Negative effects are measured by information overload, irritation, privacy concerns and regrets about Facebook pages. The findings of the empirical analysis are as follows:
· Hedonic benefits and informational benefits limit negative effects. On the other hand, social benefits and economic benefits (10% significant level) promote them.
· Satisfaction negatively impacts regret.
· There are causal relationships among the factors of negative effects.
· Privacy concerns negatively impact trust. However, the impact of regret on trust and regret on recommendation is not significant, so the hypotheses are rejected.
Additionally, the difference between the two groups, such as male and female and high and low “like” intention were examined in detail by simultaneous analysis of several groups.
· In the group with low intention to “like”, comment and share, regret negatively impacts trust.
· Moreover, in the group of low intention to comment and the female group, regret negatively impacts recommendation.
Based on these results, implications for theory and practice are discussed.
