Applying and extending the Technology Acceptance Model to understand Social Networking Sites (SNS) Usage

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 Intentions and 55% of the variance in 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.