Clicks intended: An integrated model for nuanced social feedback system uses on Facebook

Social button-based feedback systems have evolved from soliciting a binary response to allowing for more nuanced expressions. This study examines motivational mechanisms underlying the use of Facebook Reactions, which is a successful example of nuanced social feedback systems. By integrating the Technology Acceptance Model (TAM) and Uses and Gratification Theory (U&G) into a single framework, the study introduces a structural model that expands the notion of ‘perceived usefulness’ as a multifaceted concept reflective of different utilities of nuanced feedback systems. A survey was conducted in a large U.S. public university (N = 422), finding that social cognitive factors, as operationalized in TAM, affect perceived usefulness for different utilities. However, social cognitive factors had only indirect effects on increasing the use intention, mediated by hedonic and expressive usefulness. Despite occurring in an instant, clicking a social button is a mindful behavior. Successful implementation of a nuanced social feedback system may rely on the extent to which users perceive the usefulness of the system for enhancing enjoyment and expressing their feelings.