Factors influencing the digital natives adopting social network sites

• Main Authors: Hsiu-huei Chiang, 江秀褘
• Other Authors: Jih-Shih Hsu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/69442791679007903267

碩士 === 雲林科技大學 === 資訊管理系碩士班 === 98 === As Web technology brings in constant renewal, the use of social network sites has become a popular phenomenon. People can employ these websites to communicate with friends who have common interests such as school, family and friendship. Although social network sites spread wide and rapidly, there are few studies of intention to use them and do not consider the impact of individual differences. This study examines the effect of perceptions of normative pressure, playfulness, critical mass, trust, usefulness, ease of use on usage intention and actual usage of these sites. The six dimensions compose Social Network Site Adoption Model (SNSA). This study explores the factors that influence the use of social network sites by digital natives as example. This research use online survey to collect data. Subjects are drawn from people that are members of social network sites and still employ these websites currently. Conseqently, 210 valid questionnaires are returned and analyzed by Structure Equation Modeling (SEM) to empirically test the hypotheses. The result shows that playfulness, critical mass, trust and usefulness are verified as significant direct effect on intent to use, especially critical mass and perceived usefulness the strongest indicators. Keywords: social network websites, digital natives, Social Network Site Adoption Model (SNSA).