Effects of Emotion and Trust on Online Social Network Adoption toward Individual Benefits: Moderating Impacts of Gender and Involvement

For the past decade, the advanced development of Online Social Network (OSN) has demonstrated a considerable contribution to the industries and society. The current research proposes and examines the research models that incorporate types of emotion and trust as the antecedents of OSN adoption to describe individual benefits (IB) for positive emotion (PE) and negative emotion (NE) groups. A salient consideration is to examine the moderating effects of gender and involvement on the relationships between independent and dependent variables for both groups. Based on the analysis of 522 valid samples, research results show that (1) for PE group, attentive and active show significant effects on OSN adoption, respectively. (2) for NE group, only ashamed presents a significant influence on OSN adoption. (3) moderators of PE group report that alert, attentive, and active are significant, indicating that female reveals significant effects while male reveals insignificant effects for both alert and attentive, and low involvement reveals significant effects for inspired and active while high involvement reveals significant effects for attentive and active. (4) moderators of NE group report that upset, ashamed, and afraid are significant, indicating that female reveals a significant effect for upset while male reveals a significant effect for ashamed, and high involvement shows significant effects for both ashamed and afraid. Discussion and implications are also addressed.