A Study to Understand Factors Affecting Social Network Usage

Kemal Elciyar

Abstract


Users may join social networks (SNS) for many personal or professional purposes. While many individuals voluntarily join SNS, for some, this may also be a form of forced use. However, in both cases there are some factors that influence SNS use. This research uses Technology Acceptance Model and includes trust and satisfaction factors and the technical aspects of SNS. Data collected from university students by survey technique was analyzed. As a result; the research model has good fit indices, and the factors in the model have relationships of varying strengths and significance with each other. Trust in SNS positively affects the continuance intention to SNS. However, the relationship between trust in others and the continuance intention did not turn out as predicted. Informativeness affects both perceived usefulness and perceived enjoyment constructs in a positive and significant way. While interactivity significantly affects perceived usefulness, there is no significant relationship between it and perceived enjoyment. There are also positive and significant relationship between satisfaction, intention, perceived usefulness and perceived enjoyment.


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