influence19ise.com

AcceptanceandQualityPerceptionsofSocialNetworkServicesinCulturalContext:VkontakteasaCaseStudyKatsiarynaS.
BARANDept.
ofInformationScience,HeinrichHeineUniversityDüsseldorf,GermanyandWolfgangG.
STOCKDept.
ofInformationScience,HeinrichHeineUniversityDüsseldorf,GermanyABSTRACTIntermsofnetworkeconomics,aswellasotherinformationservices,asocialnetworkservice(SNS)hastwochances—eitheritgainsacceptance("successbreedssuccess")andwillbecomestandardoritslowlydies.
Nowadays,Facebookisthestandardinthesocialnetworkworld,however,notinRussia'sandtheneighboringcountries'socialnetworkcommunities.
Here,Vkontakte,thedomesticSNS,dominates.
WhatarethereasonsforthissuccessoftheregionalSNSandthefailureoftheglobalgiantWeanswerthisresearchquestionwhileweempiricallystudiedbothSNSs,FacebookaswellasVkontakte,amongRussianusers.
Intheevaluation,basedontheInformationServiceEvaluation(ISE)Model,wefoundoutthatVkontakteisperceivedasmoreusefulthanFacebook,ismuchmoretrustworthy,andmoreenjoyabletouse.
TheculturalenvironmentoftheRussiancommunityplaysanimportantroleaswell.
Keywords:Socialnetworkservices,Facebook,Vkontakte,Standard,Acceptance,Servicequality,ISE.
1.
INTRODUCTIONGreatpartsofwholeworldofsocialnetworkservices(SNSs)aredominatedbyonlyonesite,namelyFacebook.
ThisdoesnotheldtrueforRussiaandsomeothercountriesinEasternEurope.
Obviously,thereisageographicallybasedcommunitywhichwillbesupportedbyanotherSNS.
InRussia,Ukraine,BelarusandKazakhstan,Vkontakte(orVK;previous:Vkontakte.
ru;now:vk.
com)isthemostpopularsocialnetwork.
VkontakteisrankedonthefirstplaceofallinternetservicesinUkraineandBelarus[2][11].
InRussia,Vkontakteisthesecondmostvisitedwebsite(behindYandex,theRussiansearchengine),andinKazakhstan,itranksthird[32][33].
WearegoingtoexplainthisspecialRussianwayofsocialnetworks.
Inthisstudy,weinvestigatethegrowth,formation,systemdesign,useandacceptanceofVkontakteinRussiacomparedtoFacebook.
Basedonourstudy,weadvancedourunderstandingofthesuccessofVkontakteandtherelativefailureofFacebookinRussia'sandtheneighboringcountries'socialnetworkcommunities.
Weevaluateempiricallytheinformationsystemsquality(perceivedeaseofuse,usefulness,trust,fun;additionally,functionality,usability,effectivity,efficiency),anditsacceptance(adoption,use,impactanddiffusion),ofboth,VkontakteandFacebookinRussia.
WithBoydandEllison[4],wedefine"SocialNetworkSites"(SNSs)as"web-basedservicesthatallowindividualsto(1)constructapublicorsemipublicprofilewithinaboundedsystem,(2)articulatealistofotheruserswithwhomtheyshareaconnection,and(3)viewandtraversetheirlistofconnectionsandthosemadebyotherswithinthesystem.
"2.
PURPOSEOFTHESTUDYThediffusionofservicesoninformationmarketssuchlikeFacebookorVkontakteisatypicalphenomenonofnetworkeconomicsfollowingtheprincipleof"successbreedssuccess.
"Themoreusersaninformationserviceisabletoattractthemorethevalueoftheservicewillincrease.
Morevaluableserviceswillattractfurtherusers.
Ifaninformationservicepassesthecriticalmassofusers,networkeffectswillstart[14].
Thisleadstopositivefeedbackloopsfordirectnetworkeffects(moreusers—morevaluableservice—anymoreusers)andindirectnetworkeffects(morecomplementaryproducts—morevaluableservice—anymorecomplementaryproducts)andintheendtoonestandard[16].
However,intheareaofSNSs,wefindmorethanoneservice:VkontakteinRussia(andneighbors)andFacebookinmanyothercountriesoftheworld.
ThepurposeofthestudyistoinvestigatehowtheperceptionsofSNSaffectitsuse.
IsinRussia,Ukraine,Belarus,andKazakhstanstillastruggleonthestandardbetweenFacebookandVkontakteOristherealreadyawinnerWhatarethedeterminantsofthesuccess(orfailure)VkontakteandtheRussianInternetcommunityRussiaisoneofthemostactivesocialnetworkingcountriesinEurope[27].
Asof2009,Russia'ssocialnetworkingaudiencewasknowntobethemostengagedintheworld[13].
Infact,in2009theRuNetgeneration(i.
e.
theRussian-speakingInternet)spendsanaverageof6.
6hourspermonthonline(asopposedtoaworldwideaverageof3.
7hours),andconsumes1,307pagespervisitorandmonth(ascomparedto525worldwide)[3][5].
ThenumberofRussia'sInternetusershasindeedgrownfrom2millionin2000to68millionbytheendof2013;andtheRussianusersspendmorethan2hoursadayonlyonVkontakte.
TheRussiandigitallandscapeisdominatedbyRussian-bredsiteslikeYandex,Vkontakte,Odnoklassnikiandmail.
ru.
Vkontakte("intouch")wasfoundedbyPavelDurovin2006.
ItisownedbyMail.
ru,hasabout200employees,andislocatedinSt.
Petersburg,Russia.
Vkontaktereportsanaverageof65mdailyusers(November2014).
InMay2014ithadatleast254millionaccountsallovertheworld[33].
In2012,Vkontaktehadabout13.
5bnpageviewsinRussia.
In2013,Vkontaktegeneratedrevenuesof$85m,leadingtoaprofitof$1.
2m.
VkontaktestudiesVkontakteisnotsowellstudiedasFacebook(hereyoucanfindthousandsofscientificarticles),butsomeworksexist.
Vasilyeva[28]discussestheuseandperceptionofsocialnetworksitesbyyoungadultsinRussia.
SapargaliyevstudiedsocialmediainRussianHigherEducation[23].
KlimanovaandDembovskaya[15]areworkingontheroleoflanguageinsocialnetworkinguseamongRussianusers(secondlanguageisthemainpoint).
Similarly,Doludenko[9]hasinvestigatedthelanguageuseinVkontakte.
Niadzviecki[20]demonstratestheuseofVkontakteand(toamuchlesserextend)ofFacebookinalocalelectioninBelarus.
Schekoturov[24]showsgenderself-representationofyoungpeopleonVkontakte.
3.
RESEARCHQUESTIONSThisstudyaimstoinvestigate:1)WhatcausesRussianusersnottoswitchfromtheirlocalSNS,Vkontakte,totheglobalone,Facebook2)WhyisVkontaktemorepopularthanFacebookinRussiaIstherestillastruggleonthestandardbetweenthetwoSNSsInordertoanswerthemainquestions,weformulatethreesupportingresearchquestions:1)WhatarethecharacteristicsoftheRussianusersofSNS2)IntermsoftheTechnologyAcceptanceModel(TAM),howdotheRussianusersperceivethequalityofthebothSNSsAndhowdotheyaccepttheservices3)WhatarethemajorfunctionalitiesandcharacteristicsofFacebookandVkontaktefromauser-independentview4.
STRUCTURALMODELFRAMEWORKFORTHESTUDYFig.
1presentsthisstudy'sresearchmodel,developedonthebasisoftheInformationServiceEvaluation(ISE)model[25],whichisamodifiedversionoftheTechnologyAcceptanceModel(TAM)[6],theDeLoneandMcLeanmodel[7][8]andtheJennexandOlfmanmodel[12].
Themodelhastwomainfocuses:first,tostudytheperceivedinformationservicequalityofanSNS,andsecond,toincorporatetheinformationacceptanceofanSNS.
Additionally,weworkwithfurtheraspectstogetanobjectiveimpressionoftheservice'squality:efficiency(doingthethingsright),effectivity(doingtherightthings),functionalityandusability[21].
Theuseristhecenterfromwhichwestartandbuildourframework:1)Isthedesignconstructedinaccordancewiththeuserneeds,oraretheredifficultiesindealingwiththeplatform2)ForwhatpurposewilltheSNSbeused3)DoestheSNSsatisfytheuserornot4)Hasanactualuserfun5)DotheytrusttheSNS(e.
g.
,inrespecttotheirprivacy)6)Willtheusercontinuetoactivelyusethesystem7)Howdoesthesystemprovokeactiveuse—everydayoreveryhour8)Whatdoestheactiveuseinfluence:friends,needstocertaininformation,boredomineverydaylifeOnlyiftheaverageusersanswerispositive,wecanspeakaboutthesystem'sacceptanceandsuccess.
Tounderstand,howtheRussianusersapplytheSNSandwhyexactlyVkontakteissoimportant,weconcentrateparticularlyontheindicatorsoftheperceivedSNSqualityandofSNSacceptance.
Theuser-orientedqualityestimationtakesplaceinthedimensionofperceivedSNSquality(withtheindicators:easeofuse,usefulness,trust,fun).
ThedimensionofSNSacceptanceinvolvestheindicatorsoftheadoption,use,diffusionofSNS,andtheimpactontheusers'informationbehavior.
Iftheright"personinanappropriatesituationmeetstheright"SNS,sheorhewilladoptandusethisSNS.
Adoptiondoesnotmeanuse.
OnecanadoptaSNSandstoptouseit.
Andonecanadoptitanduseitpermanently.
Wespeakofuse,whentheuserappliessomeoftheSNSsfunctionalitiesinhisorherprofessionalorprivatelifewhenthereisaninformationneedonhand.
Inthecaseofuseitispossiblethattheuser'sSNSbehaviorwillchange.
Wewillcallthisaspectimpact.
Finally,anSNSwilldiffuseintoasociety,whenmanypeopleuseitandithasimpactontheirinformationbehavior.
Here,wefindtheaspectofsocialinfluencesfromthetechnologyacceptancemodel,TAM2[29].
Diffusionisatypicalphenomenonofnetworkeconomicsfollowingtheprincipleofsuccessbreedssuccess.
"Figure1:InterdependenciesbetweenAcceptanceandQualityPerceptionsofSNSinthecontextoftheInformationServiceEvaluation(ISE)Model.
5.
RESEARCHMETHODWetestedourstructuralmodelframeworkonacasestudy.
ThetargetrespondentsofthisstudywerecurrentSNSusersinMoscow.
Empiricaldataforthisstudywascollectedbyaquestionnaireandadditionallybyin-depthinterviewsinFebruary2014.
OurtestpersonswereRussianstudentsfromLomonosovMoscowStateUniversity.
TheinterviewstookplaceatLomonosovUniversity.
Weconductedthestudyamongthoseusergroups,becausebothSNSs,FacebookandVkontakte,wereinitiallytargetingstudents,butlaterwelcomingeveryone[26].
AlargeproportionofthestudentsinRussianuniversitieshasaVkontakteaccountanduseVkontaktefrequently;asmallamountofRussianstudentshavealsoaFacebookaccount,butmostofthemdonotactivelyuseit.
Atotalof54testpersonsfinishedthequestionnaireandtheinterview.
AmongtheseSNSusers,61.
1%werefemaleand38.
9%weremale.
Mostofthetestpersonswerebetween18and25yearsold.
All54participantsaretheactiveVkontakteusers.
52from54usershaveansweredtoberegisteredonFacebook,buttheydonotuseit,theyarepassiveusers;only2participantsareactiveFacebookusers.
Atthetimeofthesurvey,everyonehadusageexperienceofVkontakteandFacebookformorethan6monthsandhadmorethan100friendsonVkontakteandabout10friendsonFacebook.
Atotalof79.
6%ofthemspentmorethan2hoursadayonVkontakteand61.
1%ofthemspendlessthan15minutesadayonFacebook.
Thequestionnaireincluded50items.
Onascalebetween1(notatall)and10(highlyapplying),everytestpersonhadtoestimatetheimportanceofanindicatorforhisorherSNSbehaviorforbothservices,VkontakteandFacebook.
TypicalquestionsforthedimensionofperceivedSNSqualitywere:"IsthedesignofSNSclearandeasytouse","Couldyouquicklyorientyourselfonthewebsite","DoyoufindthatVkontakte/Facebookenrichesyourlife"etc.
InregardtoSNSacceptanceweaskedforexample,"HasFacebook/Vkontaktestronginfluenceonyourlife/dailybehavior","IhaveonceusedFacebook/Vkontakte,andsinceIamanactiveuserofit.
","HowoftendoyouuseFacebook/Vkontakte"etc.
6.
RESULTSInthissectionwepresenttheresultsofouranalysisasguidedbytheaforementionedstructuralmodelframework.
6.
1PERCEIVEDSNSQUALITYANDTHEIRACCEPTANCEForallindicatorsofperceivedSNSqualityandSNSacceptanceourRussianparticipantsfavorVkontakteoverFacebook—(almost)allvaluesaretwiceashigh(Tab.
1).
Additionally,thedifferencesbetweenVkontakteandFacebookarestatisticallyverysignificantfornearlyallindicators.
Vkontakteisperceivedasveryeasytouse(mean:9.
16)incontrasttoFacebookwithavalueofonly4.
93.
UserstrustVkontakte(6.
37)muchmorethanFacebook(2.
38),andtheyhavemorefunwithVkontakte(5.
77)thanwithFacebook(2.
49).
ThedifferencebetweenbothSNSswithregardstousefulnessisnotveryhigh(buthere,too,Vkontakteisperceivedmoreuseful).
AllindicatorsofSNSacceptance(adoption,use,impactanddiffusion)showdoubleoreventriplethevaluesinfavorofVkontakte.
VkontakteMean(SD)FacebookMean(SD)SignificantdifferenceEaseofuse9.
13(0.
99)4.
95(2.
34)***Usefulness3.
93(1.
99)2.
49(1.
67)**Trust6.
38(2.
52)2.
46(1.
93)***Fun5.
77(2.
39)2.
60(1.
71)***Adoption7.
98(2.
76)2.
57(2.
53)***Use7.
47(2.
06)2.
13(1.
58)***Impact5.
17(2.
66)1.
76(1.
44)***Diffusion6.
95(2.
65)3.
87(2.
91)***Table1.
PerceivedSNSqualityandSNSacceptanceindicatorsforVkontakteandFacebook.
RussianVkontakteandFacebookusers;N=54;scale:1(notatall)to10(highlyapplying);SD:standarddeviation;**:p<0.
01,***:p<0.
0016.
2VKONTAKTE'SANDFACEBOOK'SSERVICEQUALITYINTERMSOFUSER-INDEPENDENTINDICATORSEffectivity"Mediaarenotusedinisolationbutaspartofarepertoirethataffordsconnectiontore-sourcesandtoothers.
Thisrepertoirealsoincludesface-to-faceinteraction…"[10].
AsanySNS,Vkontakteconnectusers"withfriendsandpeoplewithsimilarinterest"[19].
Vkontakteisbasedonthesenseofcommunity—users"collect"friendstocommunicatewith,sendmessagestoeachother,takeanactivepartindiscussionsindifferentchatsandblogs,writepostsontheirpagewalls,inviteeachothertoeventsandgroups,etc.
Participantsmayusethesitestointeractwithpeopletheyalreadyknowofflineortomeetnewpeople[3].
Facebookinturndoesmoreorlessthesame,butisevenmorestaffedbyadvertising.
TheinterfacedesignofVkontaktedoesnotchangefrequently(asFacebook'sdoes)andremainsstableforyears.
"Websitedesignwedonothavetochange,weliketheminimalisticandsimplyconstancywayithaslookedatthebeginningandalsolooksnow,"asthesupportingteamoftheVkontakteapproves[32].
EfficiencyAccordingtoAlexa[1],theloadtimeoftheFacebooksiteisslowwith,itis2.
791seconds,since77%ofWWWsitesarefaster.
Vkontaktesiteloadsonaveragein1.
611seconds.
Here,51%ofsitesareslower.
TheimpressioniscreatedthatwhereFacebookisworkingnormally,Vkontakteflies[31].
Functionality.
UniquesellingpropositionsTheVkontaktesite'sfunctionalityincludespersonalizedpageswithalotofinformationabouttheusersinordertopresentthemselvesinanonlineprofile,haveaneasyaccesstofriends'pagesandnews,andcommunicatetoeachotherviaasimplemessagingsystem.
Duetothefactthatalmostalloftheinformationprovidedbyusersissubjecttoaneasysearch,otherusersareabletosearchforpeoplethosefromthesameschoolorcity,withsimilarinterestsetc.
Vkontaktememberscanalsoparticipateinvirtualgroupsbasedoncommoninterests;theycanlearneachother'shobbies,tastesinmusicandfilms,andtherelationshipstatusthroughtheprofiles.
Anotherimportantissueisthecontentofferedbytheresource:adatabasewithnumerousvideoandaudiofiles,andtoolsofweb-technology[32].
Regardingtoourinterviewees,themainadvantageisfreemusicandvideosharing,whatviolatesRussianlawofN230-FЗ,part4,chapter70,from18.
12.
2006.
Themusicandvideosharingis"free,"butisillegalforboth,VkontakteusersandfortheSNSitself[18].
Vkontakteisavailablein70languagesbutmostpopularamongtheRussianspeakingcommunity[33].
ThedesignofVkontakteisminimalistic.
ItcouldbeseenthatFacebookandVkontakteareverysimilar,andpursuethesamegoals,buttheirapproachisdifferent,and,insomecases,evendiametricallyopposite:itsincorporationofotherfeatures(videos,music)makesVkontaktemorelikeYouTube,Pandora,andMySpaceallinone,withaninterfacehighlyreminiscentofFacebook[26].
WemaintaintheopinionthatVkontakteisaRussiananalog,notclone,ofFacebook,withitsownhistoryanditsownpath[31].
TheadministrationaswellastheprogrammingandimplementationunitsofVkontakte,havesuccessfullycooperatedwiththeircounterpartsfromothercountries.
Complaintsandaccusationsofplagiarismhaveneverbeenreported[31].
Usability.
HeuristicEvaluationTheresultsoftheHeuristicEvaluation[21]showthatFacebookandVkontakteperformplentyoftraditionalusabilityguidelines.
But,usabilityisnottheendinitself.
"Wescientistsnowunderstandhowimportantemotionistoeverydaylife,howvaluable.
Sure,utilityandusabilityareimportant,butwithoutfunandpleasure,joyandexcitement,andyes,anxietyandanger,fearandrage,ourliveswouldbeincomplete"[22].
SNSsobviouslyfollowsuchmaximsofemotionaldesign.
ForsomeofourtestpersonsFacebook'sinterfaceisnotjustoverloaded—additionally,itisoverloadedwithadvertising.
Vkontakteincludestheadvertisingplatformswithgreatpotentialaswell,butitisshownonlyontheRussianinterface(whenusersswitchtoEnglish,theadvertisinggoesmissing)andnotasoverchargedasonFacebook.
7.
DISCUSSIONIstherestillastruggleonthestandardofSNSsinRussiaTheanswerisaclear"no.
"Thestrugglewasoverbeforeitbegan.
Facebookwasneveractivelyused;VkontakteisthestandardSNSinRussia.
"Weseethat,yes,Facebookcame,ittooksomemarketshare[.
.
.
],andweseethatgrowthisanewaudienceoutthere,VkontaktearegrowingfasterthanFacebook"[17].
WhatisthereasonforthisdevelopmentRussianusersvalueVkontakte'seaseofuse,theytrusttheserviceandtheyenjoyit.
ThefiguresfortheperceivedSNSqualityofVkontakteandfortheSNSacceptanceindicatorsaretwiceashighcomparedtoFacebook.
WhileFacebookintroducesnewfunctions,Vkontakte'sinterfaceremainsmoreorlessstablewithoutongoingmodifications(asitwasperceivedonFacebook).
EachSNSreflectsthespecificcharacteristicsofthecountryitoriginatesfrom;itisaquestionofmentality.
Facebookrepresents"ademocraticindependentstatewhichdoesnotwantexcessiveregulation,andthatifsomethingisneeded,thenitcreatestheconditionsthatallhavebeenprofitabletodoso,"andVkontakteis"veryreminiscentoftheUSSR,andPutin'sRussia,withitshand-operated"vertical,"whereordersaregiventoandeverythingiscontrolledbytheauthoritiesinperson"[30].
Vkontakteis"tailored"toRussianusers.
Whatstartedasanundaunted"hijack"ofFacebookithasturnedintoaninformationservicethatinauniquewaymeetstheuserneedsofRussians[17].
VkontakteasaregionalSNScontainsalotofengagingcontent,i.
e.
,theyprovideaplatformnotonlyforcommunicationbutalsoforentertainment.
Extensivedatabasesofaudioandvisualcontent,numerousfuncommunitieswithRussianhumor(understandableonlyforRussians)—itisaRussianproduct,andasourceofsomenationalpride.
ManyRussiansprefertocommunicateonlywithotherRussians.
ForsuchusersmovingtoFacebookisnotnecessary.
Asaresult,userspreferthedomesticproduct.
"VkontakteisamorepopularSNSbecauseitissimplyeasiertouseandmoreconvenient,andtherearemoreopportunities(audioandvideocollection)inaddition,"asthesupportteamofVkontaktesaid[32],eventhoughsomeservices(e.
g.
,musicandvideofiles)areillegalunderRussiancopyrightlaw.
Acknowledgment.
WegratefullyacknowledgetheparticipationonourstudybythestudentsfromLomonosovMoscowStateUniversity.
WealsowouldliketogivespecialthankstoSofiaPolyanskaya,EugeniaKrukova,AndrejKitashovandMichaelKirpitshnikovfortheirgreatco-operationinselectingstudentsforinterviewsandforfillingoutthequestionnaires.
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