Journal
SOCIAL SCIENCE JOURNAL
Volume 51, Issue 4, Pages 534-544Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1016/j.soscij.2014.04.005
Keywords
Social networking services; Technology acceptance model; Twitter Facebook
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This study identifies perceived mobility, security, connectedness, system and service quality, usefulness, attitude, and flow experience as key motivational factors for using social networking services (SNSs), and develops a theoretical model that explicates the process in which users adopt Facebook and Twitter by integrating these factors with the technology acceptance model (TAM). While results of structural equation modeling (SEM) on the collected data (N= 2,214) verified the validity and reliability of the research model, Facebook and Twitter users were found to emphasize different motivational factors when deciding to use SNSs. The implications of notable findings and directions for future studies are discussed. (C) 2014 Western Social Science Association. Published by Elsevier Inc. All rights reserved.
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