A comparative study of self-congruency models for self-disclosure on social networking sites
Document Type
Conference Proceeding
Publication Date
1-1-2020
Department
Computer & Information Science
Abstract
Self-congruency is the level of match or mismatch between the self-concept of an individual and the image of a product, brand, or service that an individual consumes or has the intention of consuming. The four most widely used types of self-concepts in the literature are: actual, ideal, social, and ideal social self-concepts. Self-congruency with social networking sites has been shown to affect the attitudinal, intentional, and behavioral aspects of self-disclosure. Previous research in the field has not examined such effects of self-congruencies based on different self-concepts. Based on theory of planned behavior and self-congruency theory, we developed and analyzed four self-congruency models for self-disclosure on social networking sites. All the models showed good fit and all the hypothesized relationships among the constructs of the models were significant. Social self-congruency model outperformed the other models based on Akaike Information Criterion. © 2020 26th Americas Conference on Information Systems, AMCIS 2020. All rights reserved.
Publication Title
26th Americas Conference on Information Systems, AMCIS 2020
ISBN
9781733632546
Recommended Citation
Shrestha, A. and Gorkhali, A. (2020). A comparative study of self-congruency models for self-disclosure on social networking sites.26th Americas Conference on Information Systems, AMCIS 2020.