Motivations of Facebook Places and store atmosphere as moderator

Purpose – The purpose of this paper is to derive and empirically test a theoretically grounded model of motivations (socializing, entertainment, self-expression, and information seeking) that lead to the use of Facebook Places. Store atmosphere factors (ambient, design, and social factors) were also investigated as moderators of the relationship between the motivation and use of Facebook Places. Design/methodology/approach – Based on a survey of...