Using the PAD (Pleasure, Arousal, and Dominance) Model to Explain Facebook Attitudes and Use Intentions
Year: 2017
Type: article
Study design: Observational Study
Abstract: This study examines the power of the PAD (pleasure, arousal, and dominance) model in explaining user attitudes toward the Facebook experience and intentions with regard to its continued use. The findings suggest that the PAD model does in fact explain a significant amount of the variation in attitudes toward Facebook use. Dominance has a direct and positive impact on both arousal and pleasure. Arousal also has a direct and positive impact on pleasure. Pleasure positively impacts attitudes toward Facebook use which in turn positively affects future use intentions with regard to Facebook. The implications of these relationships are discussed and suggestions for future research are provided.
Authors: Mark Hall, Kevin M. Elliott, Juan Meng
Institution: Minnesota State University, Mankato
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: gold
OpenAlex ID: W2621351896