Social and Personal Dimensions as Predictors of Sustainable Intention to Use Facebook in Korea: An Empirical Analysis

Ilyoo Hong

doi:10.3390/su10082856

Abstract

The purpose of this research is to investigate the role of social and personal dimensions in predicting sustainable intention to use a social networking site (SNS). We propose and test an integrative SNS acceptance model based on the theory of planned behavior (TPB), the technology acceptance model (TAM), and the social influence theory. Included in the model are the attitudes toward the use of a SNS, the subjective norm, prevalence of information cascades, and the perceived behavioral control as antecedents of intention to use a SNS. An empirical analysis was conducted using data collected from a questionnaire survey with 228 college students in Korea, and it yielded the following findings. First, the two social dimensions, namely subjective norm and information cascade, were each found to have a significant positive relationship with behavioral intention to use a SNS. In particular, information cascades turned out to have a stronger impact than the remaining two antecedents to behavioral intention to use a SNS. Second, perceived usefulness and perceived ease of use were found to have a significant positive influence on the attitude toward SNS use.

Highlights

A social networking site (SNS) is recognized as a website that promotes social interactions among people using information technology
It would suggest that a user’s attitude toward using a SNS will likely have a positive influence on behavioral intention to use the SNS. Based on these theoretical grounds, we propose the following hypothesis: Hypothesis 3 (H3)
The ability of an information technology to enhance the work performance and quality of living for a potential user is increasingly becoming the basis for the adoption of the technology

Summary

Introduction

A social networking site (SNS) is recognized as a website that promotes social interactions among people using information technology. Drivers of SNS usage are various: for example, social interaction [2,3], shared value [2,3], perceived enjoyment [4], and social capital [5]. Despite these related studies, researchers have not devoted much attention to the examination of SNS use from a cultural perspective. Social factors, including social norms, would likely have an important influence on the intention to use a SNS, especially in a collectivistic culture

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Discussion

Conclusion