Constructing a hybrid hierarchical value map to understand young people's perceptions of social networking sites

Based on the means-end chains (MECs) and push-pull-mooring (PPM) model, this study aims to reveal the functional attributes of Facebook (FB) and Instagram (IG), classify them into the PPM model (i.e. push, pull, and mooring effect) and integrate the nature of MECs (i.e. attribute-consequence-value linkages) to examine young people's perceptions of FB and IG and their switching intentions. Mixed methods, including qualitative and quantitative approaches are employed to gather data in Taiwan. Sixty-two one-on-one in-depth interviews were content-analysed to design the survey questionnaire. A total of 457 valid samples were collected to establish a hybrid hierarchical value map (HVM) for MEC and PPM analyses. The hybrid HVM shows that 'privacy protection' and 'information collection' are push effects, which are the unfavourable factors of FB that push users to migrate to IG. By contrast, 'visual interaction', 'relationship maintenance', and 'expanding friendship ties' are pull effects favourable to IG that encourage FB users to migrate. Moreover, 'self-expression' and 'message seeding' belonging to mooring effects are factors that discourage FB users from migrating. Valuable insights may be provided for the design and improvement of social networking sites by understanding the hybrid HVM.