DOI: 10.36347/sjebm.2014.v01i10.010

Pages: 518-524

The reach of social interaction platforms (SIP) has rapidly risen to 2nd place, just falling behind major portal websites. Due to the communication features and possibilities that social interaction platforms offer, it became extremely easy for web users to become unconsciously “hooked” to the platform. To examine the user value sought by SIP, this study drew on the Means-end Chains (MECs) method as a theoretical basis. Soft Laddering method was also adopted as a tool for in-depth interviews. Content analysis was used to analyze the "Attributes-Consequence-Value" for SIP players, then converted into a Hierarchical Value Map (HVM). The study found that. Results of the study revealed seven primary factors of consideration for respondents in their selection of social interaction platforms, namely: rich in functions, multiple users, real time interaction, simple and easy-to-use interface, ample news topic, peer strength and high level of control. Respondents identified eight platform usage results, including resource sharing, kill time, save costs on connection, high repetitive browsing rate, boost interaction, relieves stress, boost efficiency and a sense of excitement.. Fun and enjoyment of life, warm relationships with others, sense of belonging, sense of accomplishment and security and being well respected were the six fundamental perceptions of value that social interaction platform users experienced.