The utilitarian and social dual presence in Web 2.0 services

A unidimentional construct of utilitarianism in exploring the adoption of Web 2.0 services is not enough to capture the complexity of user experience. There is a need to pursue a broader conceptualisation that goes beyond the utilitarian presence that has dominated studies in innovation adoption, and incorporates social presence as well. The results suggest that the utilitarian and social dual presence provide a richer insight into the nature of user experience in the Web 2.0 services. Further, this study discovers the users' continuance intention beyond utilitarian benefit sought but more social-oriented. Users are preferential to the social superior option when the minimum utilitarian benefits are met. Users are more interested in the social links that come from service affiliations than the service itself. The differences in magnitudes of effects of utilitarian and social presence provide insights for designers and managers to prioritise resources and to personalise the service's interface design.