Effect of intrinsic and extrinsic motivations on cyber-market mavenism: Their role in information-sharing behavior

  • Received February 17, 2022;
    Accepted May 23, 2022;
    Published June 27, 2022
  • Author(s)
  • DOI
    http://dx.doi.org/10.21511/im.18(2).2022.17
  • Article Info
    Volume 18 2022, Issue #2, pp. 198-211
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This work is licensed under a Creative Commons Attribution 4.0 International License

This paper aims to investigate the association between variables of intrinsic and extrinsic motivations, cyber-market mavenism, and information sharing behavior, particularly among social network sites (SNS) users in Iraq.
This study depends on a quantitative method to test the variables. The sample contains 388 Iraqi customers or users using social network sites to share information about different products and services. The study conducts a purposive sample to determine the characteristics of users who have much information about different products and services. A questionnaire was prepared based on previous research and distributed to participants. The statistical analysis program (SPSS) for descriptive statistics and PLS-SEM were used to analyze the measurement and structural models to test the hypotheses.
The study results showed that altruism, moral obligation, and self-efficacy as intrinsic motivations influence cyber-market mavenism. However, self-enjoyment appears to have no impact on cyber-market mavenism. Moreover, reputation and social interaction also influence cyber-market mavenism. In addition, reciprocity and belongingness have no effect among Iraqi users. Thus, cyber-market mavenism plays a significant role in information-sharing behavior. The reason for such an outcome may develop a competitive advantage for marketers through understanding the market maven behavior on social network sites.

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    • Figure 1. Study framework
    • Figure 2. Estimated model
    • Table 1. Demographic profile
    • Table 2. Respondents’ usage rate of social network sites
    • Table 3. Measurement items and their reliability
    • Table 4. Descriptive statistics
    • Table 5. List of hypotheses and relative paths
    • Conceptualization
      Alhamzah F. Abbas, Ahmad Jusoh, Adaviah Mas’od
    • Data curation
      Alhamzah F. Abbas
    • Formal Analysis
      Alhamzah F. Abbas, Ahmad Jusoh
    • Funding acquisition
      Alhamzah F. Abbas
    • Methodology
      Alhamzah F. Abbas, Adaviah Mas’od
    • Software
      Alhamzah F. Abbas
    • Writing – original draft
      Alhamzah F. Abbas, Adaviah Mas’od, Ahmed H. Alsharif, Javed Ali
    • Writing – review & editing
      Alhamzah F. Abbas, Ahmad Jusoh, Adaviah Mas’od, Ahmed H. Alsharif, Javed Ali
    • Investigation
      Ahmad Jusoh, Adaviah Mas’od
    • Supervision
      Ahmad Jusoh, Adaviah Mas’od
    • Project administration
      Ahmed H. Alsharif, Javed Ali
    • Resources
      Ahmed H. Alsharif, Javed Ali
    • Validation
      Ahmed H. Alsharif, Javed Ali