The rise of social networking sites: An empirical investigation applying demographic differences and the technology acceptance model

PurposeThe purpose of this paper is to investigate the impact of the technology acceptance model, privacy concerns and demographic factors on intention to use (ITU) social networking sites (SNSs).Design/methodology/approachA questionnaire survey was developed and administered to a convenience sample...

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Bibliographic Details
Published in:Asia Pacific journal of marketing and logistics 2020-01, Vol.32 (1), p.232-252
Main Authors: Naqvi, Mishal, Li, Shan, Jiang, Yushi, Naqvi, Muhammad Hasnain Abbas
Format: Article
Language:English
Subjects:
Age
Circular economy
Communication
Culture
Disclosure
Gender
Investigations
Privacy
Social networks
Social research
Technology Acceptance Model
User behavior
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Summary:PurposeThe purpose of this paper is to investigate the impact of the technology acceptance model, privacy concerns and demographic factors on intention to use (ITU) social networking sites (SNSs).Design/methodology/approachA questionnaire survey was developed and administered to a convenience sample of 838 university students.FindingsThe findings indicate that perceived privacy, demographic factors and perceived usefulness (PU) have a significant effect on the ITU SNSs, and that age does not moderate the relationship between perceived ease-of-use and PU.Originality/valueThis study confirms the growing importance of SNSs. It also provides social networking service providers with insights into user intentions towards such networks.
ISSN:1355-5855
1758-4248
DOI:10.1108/APJML-01-2019-0029