The primary theoretical framework of this study is the Technology Acceptance Model (TAM), which is usually used to explain the adoption of a new technology and information system. The theory is applicable in a variety of contexts, but it does not cover them all. It is not sufficient to provide a richer understanding of the adoption of a system (Park, et al., 2008). The current study does not aims to test the overview of the TAM in the context of social networking sites but to identify a more comprehensive model that forecasts the use of social networking sites. This study integrates the TAM with the Uses and Gratifications (U&G). While the TAM examines how perceptions of social networking Web sites affect their use, the U&G reveals consumers’
While TRA postulates that general approaches toward technology along with subjective norms determine approval intention, the TAM employs more specific attitude constructs perceived usefulness and perceived ease of use as the determinants of the intention to use and actual use of a new technology (Davis, 1989; Peters, et al., 2007). Perceived usefulness is defined as “the degree to which an individual believes that using a particular system would enhance his/her job performance”.
Many observed studies using the TAM as a theoretical foundation did not examine actual use of a system or technology, which is a construct in the original TAM’s path model (e.g., Chau and Hu, 2002; Hong, et al., 2002; Thong, et al., 2002). Given that, this study tests how perceived usefulness and ease of use in the TAM are related to consumers’ actual use of social networking sites. Based on the findings from previous studies, the present study proposes that perceived usefulness and perceived ease of use are related to the frequency and amount of social networking site
Innovativeness depends on individuals and is seen as critical in consumers’ technology adoption. Individual innovativeness tends to differentiate adopters from non–adopters of new technologies (Lin, 1998; Lin and Jeffres, 1998; Busselle, et al., 1999). Rogers (1995) argued that a high degree of individual innovativeness triggers early adoption of a new technology and/or idea. Individual innovativeness is also introduced into the TAM research to expand the scope of TAM applicability. Lin (2004) pointed out that recent studies on innovative attributes and computer–mediated technology adoption generally support the influences of this personality trait on adoption of an innovation. Busselle, et al. (1999) found that an individual’s innovativeness is a positive predictor for the frequency of Internet use. Lin (1998) and Lin (2004) also demonstrated that innovativeness is a significant predictor for personal computer adoption and Webcasting adoption. Based on the findings of prior studies, this study suggests the following