Social media acceptance and use under risk: a cross-cultural study of the impact of antisocial ...

224 Pages·2017·4.32 MB·English

by  Lightfoot J.

UNIVERSITY OF SOUTHAMPTON

Faculty of Physical and Applied Science
School of Electronics and Computer Science

Social Media Acceptance and Use under Risk: A Cross-Cultural Study
of the Impact of Antisocial Behaviour on the Use of Twitter

by
Nora AlMuhanna

Thesis for the degree of Doctor of Philosophy in Computer Science

February 2017

UNIVERSITY OF SOUTHAMPTON
ABSTRACT
FACULTY OF PHYSICAL SCIENCES AND ENGINEERING
Electronics and Computer Science

Thesis for the degree of Doctor of Philosophy
SOCIAL MEDIA ACCEPTANCE AND USE UNDER RISK: A CROSS-
CULTURAL STUDY OF THE IMPACT OF ANTISOCIAL BEHAVIOUR ON
THE USE OF TWITTER
By Nora Mohammad AlMuhanna

The problem of online antisocial behaviour is increasingly attracting public attention and is
compromising the quality of online communities. Previous research into online hostility has
looked at different aspects of the problem, such as definitions, classification, or specific case
studies in different cyberspaces; however, the impact of antisocial behaviour on social
media users remain unclear. The purpose of this research, therefore, is to investigate the
impact of antisocial behaviour on social media users, specifically on Twitter (as one of the
controversial cyberspaces in which antisocial behaviour is common). Furthermore, since
culture plays an important role in how people use social media and interact with each other,
the study investigates the impact within one western and one non-western culture, namely
the Anglophone and the Saudi Arabian cultures. One approach to understanding how
people use a certain technology is through technology acceptance models and theories.
Hence, this study proposes a new model, called the Technology Acceptance and Use under
Risk (TAUR) model, which is based on the Unified Theory of Acceptance and Use of
Technology (UTAUT). The TAUR model integrates the perception of antisocial behaviour
as a risk factor with other factors drawn from sociology. The model is derived from the
literature and has been validated through expert reviews using semi-structured interviews.
The study follows a sequential mixed methods design that gathers qualitative and
quantitative data in an ordered sequence. The first phase, which included interviews with
twelve experts from different disciplines, lent support to the TAUR model and inspired
improvements. The second phase included a large-scale quantitative study that gathered
data from 740 participants through an online questionnaire; the model was then assessed
using Structural Equation Modelling (SEM) for the two different cultures. Lastly, the results
were further explained through semi-structured follow-up interviews with 20 participants
from both cultures. The results demonstrated that the TAUR model achieved a good fit with
the data. The main finding was that the perception of antisocial behaviour does impose
limitations on Twitter use, as the evidence obtained from the quantitative analysis shows
that it has a negative interaction with the other factors influencing Twitter use. The
subsequent qualitative analysis also supported the results by explaining how Twitter use is
being restricted by perceptions of antisocial behaviour. The study also shows that
performance expectancy from Twitter is a major influence on its use, despite the problem
of antisocial behaviour. The research contributes to the body of knowledge in the fields of
technology acceptance research, social media, and cross-cultural research theoretically,
methodologically, and practically. It also demonstrates that the perceived risk of antisocial
behaviour online has an effect on social media use.
Table of Contents
Table of Contents .............................................................................. i
List of Tables .................................................................................... v
List of Figures ................................................................................. vii
DECLARATION OF AUTHORSHIP ................................................... ix
Acknowledgements ......................................................................... xi
List of Abbreviations .................................................................... xiii
Chapter 1: Introduction ............................................................... 1
1.1 The Rational Behind Choosing Twitter ..................................................... 3
1.1.1 What is Twitter and why study it? ............................................... 3
1.1.2 Online Antisocial Behaviour on Twitter ......................................4
1.2 Research Purpose and Questions .............................................................. 5
1.3 Research Contribution ..............................................................................6
1.4 Structure of the Report .............................................................................. 7
Chapter 2: Background and Literature Review ............................ 9
2.1 Research into Online Antisocial Behaviour ..............................................9
2.1.1 Definitions and Related Terms .................................................. 11
2.1.2 Reasons Behind Antisocial Behaviour Online ........................... 17
2.1.3 Previous Work on Online Hostility ............................................ 17
2.2 Strategic Self-Presentation Online ......................................................... 20
2.2.1 Protective Self-Presentation Strategies ..................................... 21
2.3 Chapter Summary .................................................................................. 22
Chapter 3: Theoretical Background of Technology Acceptance
Models and Culture ............................................................ 23
3.1 Technology Acceptance Theories and Models ....................................... 23
3.1.1 The Theory of Reasoned Action ................................................ 23
3.1.2 Theory of Planned Behaviour .................................................... 24
3.1.3 Technology Acceptance Model ................................................... 25
3.1.4 Diffusion of Innovations Theory ................................................ 27
3.1.5 Model of PC Utilization ............................................................. 28
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3.1.6 Unified Theory of Acceptance and Use of Technology .............. 29
3.2 Culture in Technology Acceptance Research .......................................... 32
3.2.1 The Different Cultural Frameworks .......................................... 32
3.2.2 Research on Technology Acceptance in Different Cultures ...... 35
3.3 Chapter Summary ................................................................................... 37
Chapter 4: Research Methodology .............................................. 39
4.1 Research Methods ................................................................................... 39
4.1.1 Mixed Methods Design Approaches ......................................... 40
4.2 Selected Research Method ...................................................................... 43
4.3 Chapter Summary ................................................................................... 44
Chapter 5: Proposed Model ........................................................ 47
5.1 Technology Acceptance and Use under Risk Model ............................... 47
5.1.1 Behavioural Intention ................................................................ 49
5.1.2 Performance Expectancy ........................................................... 49
5.1.3 Effort Expectancy ....................................................................... 49
5.1.4 Social Influence ..........................................................................50
5.1.5 Facilitating Conditions ...............................................................50
5.1.6 Self-Presentation ........................................................................ 51
5.1.7 Protective Self-Presentation ...................................................... 51
5.1.8 Perception of Antisocial Behaviour ........................................... 52
5.2 Moderating Factors ................................................................................. 52
5.3 Chapter Summary ................................................................................... 55
Chapter 6: Expert Review Design and Results ............................ 57
6.1 Expert Review Design ............................................................................. 57
6.1.1 Sample Size and Description ..................................................... 58
6.1.2 Presented Material ..................................................................... 58
6.1.3 Interview Design ........................................................................ 59
6.1.4 Expert Review Pilot .................................................................... 59
6.1.5 Interview Procedure ................................................................... 61
6.1.6 Ethics Approval .......................................................................... 61
6.1.7 Data Collection and Analysis ..................................................... 62
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6.2 Expert Review Analysis and Results ...................................................... 62
6.2.1 Quantitative Analysis ................................................................ 62
6.2.2 Qualitative Analysis ................................................................... 64
6.2.3 Emerging issues.......................................................................... 72
6.2.4 Conclusion and Discussion ........................................................ 75
6.3 Chapter Summary ................................................................................... 76
Chapter 7: Online Questionnaire Design and Results ................. 79
7.1 Online Questionnaire Design .................................................................. 79
7.1.1 Questionnaire Development ...................................................... 79
7.1.2 Questionnaire Validity ............................................................... 81
7.1.3 Questionnaire Reliability .......................................................... 82
7.1.4 Piloting the Questionnaire ........................................................ 83
7.1.5 Questionnaire Translation ........................................................ 84
7.1.6 Ethics Approval ......................................................................... 85
7.1.7 Population and Sample Size ...................................................... 85
7.1.8 Conducting the Questionnaire .................................................. 85
7.1.9 Data Analysis Method Used in the Study ................................. 86
7.2 Online Questionnaire Data Analysis and Results ................................... 87
7.2.1 Data Examination ...................................................................... 87
7.2.2 Demographic Data .................................................................... 88
7.2.3 Instrument Reliability ............................................................... 90
7.2.4 Structural Equation Modelling .................................................. 91
7.3 Chapter Summary ................................................................................. 112
Chapter 8: Follow-up Interviews Design and Results ................. 113
8.1 Follow-up Interviews Design ................................................................ 113
8.1.1 Sample Size and Description.................................................... 113
8.1.2 Interview Questions ................................................................. 114
8.1.3 Follow-up Interview Pilot ........................................................ 115
8.1.4 Interview Procedure ................................................................. 115
8.1.5 Ethics Approval ........................................................................ 116
8.1.6 Data Collection and Analysis ................................................... 116
8.2 Follow-up Interviews Results ................................................................. 117
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8.2.1 Analysis Procedure .................................................................... 117
8.2.2 Analysis Results ........................................................................ 117
8.2.3 Thematic Network of the Analysis ........................................... 127
8.2.4 Hypotheses-directed Follow-up Questions Results ................ 129
8.3 Chapter Summary ................................................................................. 129
Chapter 9: Discussion ............................................................... 131
9.1 UTAUT Applicability to Twitter .............................................................131
9.1.1 Anglophone Results ..................................................................131
9.1.2 Saudi Results ............................................................................ 133
9.1.3 Moderators Effect ..................................................................... 134
9.2 Self-Presentation on Twitter ................................................................. 135
9.2.1 Anglophone Results ................................................................. 135
9.2.2 Saudi Results ............................................................................ 136
9.3 The Impact of Antisocial Behaviour on Twitter.................................... 136
9.3.1 Anglophone Results ................................................................. 137
9.3.2 Saudi Results ............................................................................ 139
9.4 Anglophone Vs. Saudi Results .............................................................. 140
9.5 Chapter Summary ................................................................................. 142
Chapter 10: Conclusion and Future Work .................................. 145
10.1 Research Overview ................................................................................ 145
10.2 Research Questions ............................................................................... 147
10.3 Research Contribution .......................................................................... 149
10.4 Research Limitations ............................................................................ 150
10.5 Future Work ........................................................................................... 151
10.6 Research Implications and Recommendations ..................................... 151
References ................................................................................... 153

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List of Tables
Table 2.1 How the media describes ‘trolling.’ ................................................................... 10
Table 2.2 Online hostility related terms and definitions. ................................................. 16
Table 2.3 Previous work on online antisocial behaviour. ................................................. 20
Table 3.1 Summary of the factors in technology acceptance theories and models. ......... 31
Table 3.2 Overview of widely used cultural dimensions.. ................................................. 33
Table 3.3 Hofstede’s dimensions: definitions and measuring traits. ............................... 34
Table 3.4 Schwartz’s cultural orientation value types and description. ........................... 36
Table 3.5 Summary of previous cross-cultural studies. .................................................... 38
Table 4.1 Reasons for choosing mixed methods design.. ................................................. 40
Table 4.2 Types of trangulation mixed methods designs. ................................................ 41
Table 4.3 Types of sequential mixed methods designs. .................................................... 43
Table 5.1 Summary of factors and moderators in the TAUR model. ............................... 53
Table 6.1 Participating experts and their background knowledge. .................................. 58
Table 6.2 Expert review open questions. .......................................................................... 61
Table 6.3 T-test result for the main factors. ...................................................................... 63
Table 6.4 T-test results for the Moderator/Factor relationship. ...................................... 64
Table 6.5 Summary of experts’ opinions on the new factors. ........................................... 64
Table 6.6 The effect of the perception of antisocial behaviour on other factors. ............. 70
Table 6.7 Experts’ opinions on gender influence. .............................................................. 71
Table 6.8 Emerging issues from the experts’ reviews. ...................................................... 73
Table 7.1 Internal consistency reliability for the pilot sample. ........................................ 84
Table 7.2 Number of responses to the online questionnaire. ........................................... 86
Table 7.3 Number of responses by different countries. .................................................... 86
Table 7.4 Demographic information summary. ................................................................ 90
Table 7.5 Cronbach’s alpha reliability analysis test for the questionnaire data. .............. 91
Table 7.6 Latent and observed variable in the measurement model................................ 92
Table 7.7 Composite Reliability results. ............................................................................ 93
Table 7.8 Convergent validity analysis. ............................................................................. 95
Table 7.9 Discriminant validity analysis. .......................................................................... 95
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Table 7.10 Goodness of Fit indices for the measurement model. ...................................... 98
Table 7.11 Hypotheses to be assessed in the structural model. ......................................... 98
Table 7.12 Goodness of Fit indices for structural model. ................................................. 100
Table 7.13 Hypothesis analysis for Anglophone and Saudi models. ................................ 101
Table 7.14 Gender moderation hypothesis assessment (Anglophone sample). ............... 103
Table 7.15 Age moderation hypotheses assessment (Anglophone sample). .................... 104
Table 7.16 Gender moderation hypothesis assessment (Saudi sample). ......................... 104
Table 7.17 Age moderation hypotheses assessment (Saudi sample)................................ 105
Table 7.18 PAB interaction hypotheses. ............................................................................ 106
Table 7.19 Interaction hypotheses assessment for the Anglophone and Saudi models. . 107
Table 7.20 Summary of Hypothesis Assessment for the Anglophone Model. .................. 108
Table 7.21 Summary of Hypothesis Assessment for the Saudi Model. ............................ 109
Table 8.1 Follow-up interviews sample. ...........................................................................114
Table 8.2 Follow-up interview questions. ........................................................................ 115
Table 8.3 Examples for the theme: Impact. .................................................................... 119
Table 8.4 Examples for the theme: Becoming protective. .............................................. 120
Table 8.5 Examples for the theme: Exposure. ................................................................. 121
Table 8.6 Examples for the theme: Facilitating conditions. ........................................... 122
Table 8.7 Examples for the theme: Reasons. .................................................................. 124
Table 8.8 Examples for the theme: Performance expectancy. ........................................ 126
Table 8.9 Examples for the theme: Use intention. .......................................................... 126
Table 8.10 Hypotheses-directed questions answers. ........................................................ 129
Table 9.1 National cultural scores for Anglophone countries and Saudi Arabia. ...........141

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