| Title |
The rise of social networking sites An empirical investigation applying demographic differences and the technology acceptance model |
| ID_Doc |
15842 |
| Authors |
Naqvi, M; Li, S; Jiang, YS; Naqvi, MHA |
| Title |
The rise of social networking sites An empirical investigation applying demographic differences and the technology acceptance model |
| Year |
2020 |
| Published |
Asia Pacific Journal Of Marketing And Logistics, 32, 1 |
| DOI |
10.1108/APJML-01-2019-0029 |
| Abstract |
Purpose The 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/approach A questionnaire survey was developed and administered to a convenience sample of 838 university students. Findings The 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/value This study confirms the growing importance of SNSs. It also provides social networking service providers with insights into user intentions towards such networks. |
| Author Keywords |
Gender; Age; Information privacy; Technology acceptance model; Social networking sites |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Social Science Citation Index (SSCI) |
| EID |
WOS:000505597100001 |
| WoS Category |
Business |
| Research Area |
Business & Economics |
| PDF |
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