research-article

Applying and extending the Technology Acceptance Model to understand Social Networking Sites (SNS) Usage: Toward proposing a comprehensive model

Author:

Waleed Al-GhaithAuthors Info & Claims

MISNC, SI, DS 2016: Proceedings of the The 3rd Multidisciplinary International Social Networks Conference on SocialInformatics 2016, Data Science 2016

Article No.: 20, Pages 1 - 8

https://doi.org/10.1145/2955129.2955149

Published: 15 August 2016 Publication History

Abstract

This study examines the individuals' participation intentions and behavior on Social Networking Sites (SNSs). For this purpose, the Technology Acceptance Model (TAM) is utilized and extended in this study through the addition of "perceived social capital" construct aiming to increase its explanatory power and predictive ability in this context. Data collected from a survey of 1100 participants and distilled to 657 usable sets has been analyzed to assess the predictive power of proposed model via structural equation modelling. The model proposed in this study explains 56% of the variance in "Participation Intentions" and 55% of the variance in "Participation Behavior". Participation of behavioral intention in the model' explanatory power was the highest amongst the constructs (able to explain 33% of usage behavior). While, "Attitude" explain around 11% of SNSs usage behavior. The study findings also show that "Perceived Social Capital" construct has a notable impact on usage behavior, this impact came indirectly through its direct effect on "Attitude" and "Perceived Usefulness". Participation of "Perceived Social Capital" in the model's explanatory power was the third highest amongst the constructs. "Perceived Social Capital", alone explain around 10% of SNSs usage behavior.

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Cited By

Hou JZhu YTong JNdasauka YFang X(2020)Preparation of Multi-Motive Grid Questionnaire for Social Networking Sites UsePLOS ONE10.1371/journal.pone.023320515:5(e0233205)Online publication date: 21-May-2020
https://doi.org/10.1371/journal.pone.0233205
Jayasingh S(2019)Consumer brand engagement in social networking sites and its effect on brand loyaltyCogent Business & Management10.1080/23311975.2019.16987936:1Online publication date: 8-Dec-2019
https://doi.org/10.1080/23311975.2019.1698793

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cover image ACM Other conferences

MISNC, SI, DS 2016: Proceedings of the The 3rd Multidisciplinary International Social Networks Conference on SocialInformatics 2016, Data Science 2016

August 2016

371 pages

ISBN:9781450341295

DOI:10.1145/2955129

Copyright © 2016 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Published: 15 August 2016

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MISNC, SI, DS 2016

MISNC, SI, DS 2016: The 3rd Multidisciplinary International Social Networks Conference, SocialInformatics 2016, Data Science 2016

August 15 - 17, 2016

NJ, Union, USA

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MISNC, SI, DS 2016 Paper Acceptance Rate 57 of 97 submissions, 59%;

Overall Acceptance Rate 57 of 97 submissions, 59%

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Cited By

Hou JZhu YTong JNdasauka YFang X(2020)Preparation of Multi-Motive Grid Questionnaire for Social Networking Sites UsePLOS ONE10.1371/journal.pone.023320515:5(e0233205)Online publication date: 21-May-2020
https://doi.org/10.1371/journal.pone.0233205
Jayasingh S(2019)Consumer brand engagement in social networking sites and its effect on brand loyaltyCogent Business & Management10.1080/23311975.2019.16987936:1Online publication date: 8-Dec-2019
https://doi.org/10.1080/23311975.2019.1698793

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