Abstract
Social Network Sites (SNS) have very rapidly become part of the daily reality of Internet users in recent years. Firms also use social networks as a two-way communication with their current and potential customers. This exploratory work means to analyze if Internet users’ gender influences the behavior of using social networks. There is a reason for this. Despite Information and Communication Technologies (ICT) acceptance and use being more frequent in men, according to the previous literature, in line with different surveys on the subject, social networks are more used by women. The authors, therefore, analyze in this chapter if there are gender differences in the constructs of technology’s classic models, such as the TAM (Technology Acceptance Model) and the TPB (Theory of Planned Behavior). They use a sample of 1,460 university students.
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