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.

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.

Technology acceptance model (TAM) and social media usage: an empirical study on Facebook

2014 ◽  
Vol 27 (1) ◽  
pp. 6-30 ◽  
Author(s):  
Rupak Rauniar ◽  
Greg Rawski ◽  
Jei Yang ◽  
Ben Johnson
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Social Networking Site ◽  
Data Set ◽  
Content Type ◽  
Media Usage ◽  
Usage Behavior ◽  
Acceptance Model

Purpose – Given the widespread popularity of social media, such as Twitter, Facebook, Google+, and LinkedIn, theorizing and understanding the user attitude and usage behavior of social media site is fundamental in developing future understandings and deployment of these new technologies. One approach to such studies on drivers of social media usage behavior would be to revisit the technology acceptance model (TAM). The purpose of this paper is to discuss these issues. Design/methodology/approach – Decades of extensive research have focussed on validating the TAM, proposed by Davis (1986), for various types of information systems and communication technologies. TAM forecasts individual adoption and voluntary use of technology. This study examines individual adoption behavior of the most popular social networking site Facebook. The influences on the intention of using social networking based on individual's perceived ease of use (EU), the user's critical mass (CM), social networking site capability (CP), perceived playfulness (PP), trustworthiness (TW), and perceived usefulness (PU) is empirically examined with a primary data set of 398 users of Facebook gathered from a web-based questionnaire survey. Findings – The results demonstrate that the revised social media TAM model proposed in this study supports all the hypotheses of social media usage behavior. The results of this study provide evidence for the importance of additional key variables to TAM in considering user engagement on social media sites and other social-media-related business strategies. Originality/value – Based on our review of existing scientific literature on social media, few empirical studies have been conducted to scientifically evaluate and explain the usage behavior of social media using Facebook. A validated instrument of usage behavior of social media can provide usability experts and practitioners with a validated tool to assess social media acceptance and usage behavior. This can help us gain a better understanding of “who is and who is not using these sites, why and for what purposes” (Boyd and Ellison, 2007).

Trust in E-Commerce

2011 ◽  
Vol 3 (4) ◽  
pp. 1-12 ◽  
Author(s):  
Fahri Unsal ◽  
Kurt Komaromi ◽  
G. Scott Erickson
Keyword(s):  
Social Networking ◽  
Technology Acceptance ◽  
Social Networking Sites ◽  
Social Networking Site ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Explanatory Factors ◽  
Acceptance Model ◽  
Security Value ◽  
Institutional Credibility

E-Commerce’s virtuality poses questions concerning trust between buyer and seller. Web 2.0 formats have provided new complications for these questions. Companies are creating more social networking sites, experimenting with ways to use such networks for marketing purposes. This paper explores the issue of trust in social networking site transactions vs. those at more established e-commerce sites. The authors apply the Technology Acceptance Model (TAM) to assess the level of trust in different types of e-commerce sites. TAM measures trust along several dimensions and includes potential explanatory factors, such as ease of use, perceived usefulness, search and research capabilities, security, value of product recommendations, and value of customer reviews. The authors directed the respondents to assess amazon.com, Facebook, and eBay—sites with different levels of institutional credibility and social networking affiliations. The data suggest definite differences exist between the sites, perhaps explained by institutional credibility and social networking.

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.

Individual Differences in Social Networking Site Adoption

2011 ◽  
pp. 1162-1178
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 paper-pencil-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.

Trust in E-Commerce

2013 ◽  
pp. 44-57
Author(s):  
Fahri Unsal ◽  
Kurt Komaromi ◽  
G. Scott Erickson
Keyword(s):  
Social Networking ◽  
Technology Acceptance ◽  
Social Networking Sites ◽  
Social Networking Site ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Explanatory Factors ◽  
Acceptance Model ◽  
Security Value ◽  
Institutional Credibility

E-Commerce’s virtuality poses questions concerning trust between buyer and seller. Web 2.0 formats have provided new complications for these questions. Companies are creating more social networking sites, experimenting with ways to use such networks for marketing purposes. This paper explores the issue of trust in social networking site transactions vs. those at more established e-commerce sites. The authors apply the Technology Acceptance Model (TAM) to assess the level of trust in different types of e-commerce sites. TAM measures trust along several dimensions and includes potential explanatory factors, such as ease of use, perceived usefulness, search and research capabilities, security, value of product recommendations, and value of customer reviews. The authors directed the respondents to assess amazon.com, Facebook, and eBay—sites with different levels of institutional credibility and social networking affiliations. The data suggest definite differences exist between the sites, perhaps explained by institutional credibility and social networking.

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.

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