Abstract
SNS platforms are providing simultaneously for hedonic and utilitarian type uses. However, extant research continues to model the SNS usage construct as a simplistic unidimensional construct that fails to adequately reflect the multi-dimensional nature of SNS usage in workplace contexts. This paper contributes by presenting results of a multi-phase process used to develop and validate measures of the deep structure SNS usage construct from both hedonic and utilitarian perspectives. Psychometric tests were conducted using 124 usable responses, and the results show that deep structure usage is best modelled as a reflective second order construct with three first order dimensions reflecting hedonic use, utilitarian use, and cognitive absorption. The multi-dimensional deep usage SNS usage construct will be of interest to researchers examining SNS usage in the workplace and its implications for workplace outcomes. Implications for practice, including SNS design and usage policy, are also described.
