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http://dx.doi.org/10.5762/KAIS.2014.15.6.3499

What Makes Twitterers Retweet on Twitter? Exploring the Roles of Intrinsic/Extrinsic Motivation and Social Capital  

Lee, Sungjoon (Department of Journalism and Communication Studies, Cheongju University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.15, no.6, 2014 , pp. 3499-3511 More about this Journal
Abstract
This study examined what determinants affect the intention of retweeting on Twitter from the perspectives of motivations and social psychology. The primary theoretical foundations are the theory of reasoned action (TRA), motivation theory and social capital theory. An online survey was administrated to collect the data. The data collected was analyzed using the structural equation model (SEM). The findings showed that both the attitude toward the retweeting behavior and subjective norm have significant effects on the intention to retweet. The results also showed that the attitude toward the retweeting behaviors was influenced by the individual intrinsic motivation and the norm of reciprocity. Social trust also had a significant influence on the intention to retweet. This study discusses the implications of these findings.
Keywords
Motivation; Retweet; Social Capital; Twitter; TRA;
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