Applying the Technology Acceptance Model to Social Networking Sites (SNS): Impact of Subjective Norm and Social Capital on the Acceptance of SNS

2013 ◽  
Vol 29 (10) ◽  
pp. 619-628 ◽  
Author(s):  
Gilok Choi ◽  
Hyewon Chung
Keyword(s):  
Social Capital ◽  
Social Networking ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Social Networking Sites ◽  
Subjective Norm ◽  
Acceptance Model

Driving Forces Behind Participation and Satisfaction with Social Networking Sites

2012 ◽  
Vol 4 (4) ◽  
pp. 33-51 ◽  
Author(s):  
Sandra Maria Correia Loureiro ◽  
F. Javier Miranda ◽  
Ana R. Pires
Keyword(s):  
Young Adults ◽  
Social Networking ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Social Networking Sites ◽  
Driving Forces ◽  
Ease Of Use ◽  
Acceptance Model

This study aims to investigate the antecedents of participation in and satisfaction with social networking sites (SNS) based on extension of the Technology Acceptance Model. The model is tested on a group of 336 young adults who use Facebook frequently. The findings reveal that identification with the SNS and the degree of influence are two important drivers of the usefulness of the SNS, and in turn, lead to using it more frequently and encouraging others to join. Interaction preference can influence favourably the belief that the SNS is easy to use, however, ease of use does not seem to contribute significantly to individuals participating actively in SNS.

Intentions to Use Social Networking Sites (SNS) Using Technology Acceptance Model (TAM)

Paradigm ◽  
2018 ◽  
Vol 22 (1) ◽  
pp. 65-79 ◽  
Author(s):  
Ruchi V. Dixit ◽  
Gyan Prakash
Keyword(s):  
Social Networking ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Social Networking Sites ◽  
Educational Background ◽  
Perceived Usefulness ◽  
Intention To Use ◽  
Usage Pattern ◽  
Indian Context ◽  
Acceptance Model

This article intends to empirically test and analyse Social Networking Sites (SNS) usage pattern applying Technology Acceptance Model (TAM) and predict user’s intention to use SNS. This information would help in understanding better its remarkable marketing potential in India to practice and to create user value. The researchers explored intentions to use SNS using Davis (1985) TAM in Indian context and applied confirmatory factor analysis using structural equation modelling (SEM) technique to check the model fitness. To commensurate this, a survey was carried out through a well-structured questionnaire of 172 respondents of North India, particularly from western UP covering different age groups, income level, educational background and professions. To explore the degree of fitness of TAM factors in SNS, six hypotheses were formulated and tested, where four were accepted and two were rejected. Findings revealed that the TAM fits with the data to interpret and analyse intentions to use SNS in the target population. Since the survey was conducted in and around Mathura (UP), this work could be extended to further research covering bigger geographical areas and sample size to have more accurate predictions regarding diversified SNS usage pattern in India. To evaluate the integration of new technologies, traditional TAM is extensively used. The ‘Intention to Use SNS’ is studied comparatively less in Indian context. This study explores and underlines the diversified potential of these networks. To gauge detailed information, the researcher added five items in ‘Perceived Usefulness’ construct and one item in ‘Intention to Use’ construct of TAM. The objective is to critically analyse and interpret respondent’s viewpoints regarding diversified SNS usage intentions, in addition to viewing and communicating with old and new friends.

Motivations for Social Networking Site Adoption

2011 ◽  
pp. 262-274 ◽  
Author(s):  
Harsha Gangadharbatla
Keyword(s):  
Social Networking ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Social Networking Sites ◽  
Theoretical Framework ◽  
Social Networking Site ◽  
Need To Belong ◽  
Uses And Gratification ◽  
Commercial Value ◽  
Acceptance Model

Social networking sites (SNSs) are being increasingly used by businesses to add value to companies as well as consumers. Yet, very little is known as to why individuals adopt and use SNS. The current chapter reviews literature on uses and gratification and technology acceptance model (TAM) to propose a framework for SNS adoption. Six main motivational factors are identified from literature and are expected to influence SNS adoption: need to belong, entertainment, communication, information, commercial value, and self-expression. Further, two main barriers to SNS adoption, technology and privacy, are expected to hinder adoption. The proposed theoretical framework is a first step toward understanding SNS adoption and both managerial and theoretical implications are drawn.

scholarly journals ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI ADOPSI TWITTER ADVERTISING PADA SEGMEN MUDA USIA 15 – 24 TAHUN WILAYAH JABODETABEK (JAKARTA, BOGOR, DEPOK,TANGGERANG, BEKASI) TAHUN 2011

2017 ◽  
Vol 9 (1) ◽  
Author(s):  
Edith Lavindri ◽  
Pepey Riawati Kurnia
Keyword(s):  
Technology Acceptance ◽  
Diffusion Of Innovation ◽  
Technology Acceptance Model ◽  
Model Theory ◽  
Reasoned Action ◽  
Subjective Norm ◽  
Perceived Usefulness ◽  
Intention To Adopt ◽  
Innovation Model ◽  
Acceptance Model

Teori dan Model Theory of Reasoned Action (TRA) dari Fishbein & Ajzen (1975), Theory Planned Behavior (TPB) dari Ajzen (1991), Technology Acceptance Model (TAM) dari Davis (1989) dan Diffusion of Innovation Model (DOI) dari Rogers (1983 dalam Rogers, 2003) sering digunakan oleh banyak peneliti untuk menemukan faktor – faktor yang mempengaruhi adopsi yang berkaitan dengan teknologi. Pada penelitian ini keempat teori dan model ini dikombinasikan guna menjelaskan faktor – faktor yang mempengaruhi adopsi Twitter advertising pada segmen muda usia 15 – 24 tahun. Sebanyak 389 penguna Twitter menjadi responden penelitian ini, dimana 5 diantaranya diwawancara untuk mendapatkan pemahaman mendalam akan adopsi Twitter advertising. Hasil analisis menunjukkan bahwa terdapat attitude terhadap Twitter advertising, subjective norm terhadap Twitter advertising, perceived usefulness terhadap Twitter advertising berpengaruh dan signifikan terhadap intention to adopt Twitter advertising.

Individual Differences in Social Networking Site Adoption

2010 ◽  
pp. 1569-1586 ◽  
Author(s):  
Harsha Gangadharbatla
Keyword(s):  
Individual Differences ◽  
Social Networking ◽  
Technology Acceptance ◽  
Social Networking Sites ◽  
Structural Model ◽  
Social Networking Site ◽  
Individual Level ◽  
And Gender ◽  
Acceptance Model

This chapter focuses on detailing the role of five individual level factors—Internet self-efficacy, self-esteem, need to belong, need for information, and gender—in influencing the attitudes toward social networking sites (SNS) and the adoption of such sites. First, the growing importance of social networking sites in business is discussed, and their usage as advertising vehicles is outlined. Individual differences in SNS adoption are presented from a technology acceptance model framework. A paperpencil- based survey is conducted and data obtained is used to test a structural model that explains the role of individual-level factors in influencing individuals’ attitudes toward SNS, their willingness to join SNS, and their actual membership on SNS. Results are presented and managerial implications are drawn.

Adoption of ICT enabled Agricultural Extension Services through Perceived Economic Wellbeing

2020 ◽  
Vol 16 (3) ◽  
pp. 30-41
Author(s):  
Neena Sinha ◽  
Pranay Verma
Keyword(s):  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Behavioral Intention ◽  
Well Being ◽  
Subjective Norm ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Acceptance Model ◽  
Economic Well Being

This article investigates the technology acceptance factors in the context of information communication technology enabled agricultural extension services. Behavioral intention has always been a consequence of the technology acceptance model. The purpose of this study was to examine if the consequence of adoption be an economic benefit to the customer. It examines how these factors influence perceived economic well-being of such users. A stratified sampling procedure was adopted to obtain data from 325 valid responses from rural Indians using a structured survey instrument. A two step method was applied to analyse the data. First, the measurement model was calibrated for the reliability and validity of constructs. Then, the strength and direction of the hypothesized relationships were investigated by the structural model using structural equation modeling. Users of mobile application were checked for their perceived usefulness, perceived ease of use, subjective norm and attitude for their perceived economic well-being. These four factors, when regressed upon the perceived economic well-being using structural equation modeling predict that all but attitude is significant. This article improvises the extant technology acceptance model by replacing behavioral intention with a perceived economic well-being as a consequence. A consumer who perceives economic benefits is more likely to adopt an innovative product. Marketers can advertise the economic benefits so that the target customers adopt such technologies. By this research, the authors have identified a different outcome for perceived usefulness, perceived ease of use, attitude and subjective norm. A new relationship between the exogenous variables perceived usefulness, perceived ease of use, subjective norm and attitude and the endogenous variable perceived economic well-being is established by this study. Behavioral intention can be replaced by perceived economic well-being as the outcome in the technology acceptance model.

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