Understanding social networking sites adoption: an extended theory of planned behavior perspective

In recent years, social networking sites have become the major media by which people develop their personal network online. The purpose of this study is to examine empirically the factors that affect the adoption of social networking site by Google Plus Users. As base model, this study applies an ex...

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Main Author:	Koh, Pei Li
Format:	Thesis
Language:	English
Published:	2013
Subjects:	H Social Sciences (General)
Online Access:	http://eprints.utm.my/id/eprint/33854/5/KohPeiLiMFPPSM2013.pdf
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id	my-utm-ep.33854
record_format	uketd_dc
spelling	my-utm-ep.338542017-09-12T07:55:33Z Understanding social networking sites adoption: an extended theory of planned behavior perspective 2013-01 Koh, Pei Li H Social Sciences (General) In recent years, social networking sites have become the major media by which people develop their personal network online. The purpose of this study is to examine empirically the factors that affect the adoption of social networking site by Google Plus Users. As base model, this study applies an extended Theory of Planned Behavior model (TPB), incorporating the additions of perceived usefulness and perceived enjoyment to explore factors affecting user’s intention to use social networking sites and actual use. A total of 249 valid responses collected from a web-based questionnaire. The data obtained by the survey was analyzed and commented upon using the SPSS program. In this study, the findings indicate that the extended TPB variables of attitude, perceived behavioral control, perceived usefulness and perceived enjoyment have significant effects on user’s intention to use social networking site, which in turn positively affect actual usage. In addition, the findings also indicate the insignificant effect of subjective norm on user’s intention to use social networking site. Overall, the findings show that the model provides a good understanding of factors that influence intention to use social networking sites and actual use. Approximately 63 percent of the total variance on the user’s intention was explained. Based on the findings, this study allows social networking service providers to develop strategies that can encourage the adoption of social networking site. Implications and recommendations are discussed. 2013-01 Thesis http://eprints.utm.my/id/eprint/33854/ http://eprints.utm.my/id/eprint/33854/5/KohPeiLiMFPPSM2013.pdf application/pdf en public masters Universiti Teknologi Malaysia, Faculty of Management Faculty of Management
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	H Social Sciences (General)
spellingShingle	H Social Sciences (General) Koh, Pei Li Understanding social networking sites adoption: an extended theory of planned behavior perspective
description	In recent years, social networking sites have become the major media by which people develop their personal network online. The purpose of this study is to examine empirically the factors that affect the adoption of social networking site by Google Plus Users. As base model, this study applies an extended Theory of Planned Behavior model (TPB), incorporating the additions of perceived usefulness and perceived enjoyment to explore factors affecting user’s intention to use social networking sites and actual use. A total of 249 valid responses collected from a web-based questionnaire. The data obtained by the survey was analyzed and commented upon using the SPSS program. In this study, the findings indicate that the extended TPB variables of attitude, perceived behavioral control, perceived usefulness and perceived enjoyment have significant effects on user’s intention to use social networking site, which in turn positively affect actual usage. In addition, the findings also indicate the insignificant effect of subjective norm on user’s intention to use social networking site. Overall, the findings show that the model provides a good understanding of factors that influence intention to use social networking sites and actual use. Approximately 63 percent of the total variance on the user’s intention was explained. Based on the findings, this study allows social networking service providers to develop strategies that can encourage the adoption of social networking site. Implications and recommendations are discussed.
format	Thesis
qualification_level	Master's degree
author	Koh, Pei Li
author_facet	Koh, Pei Li
author_sort	Koh, Pei Li
title	Understanding social networking sites adoption: an extended theory of planned behavior perspective
title_short	Understanding social networking sites adoption: an extended theory of planned behavior perspective
title_full	Understanding social networking sites adoption: an extended theory of planned behavior perspective
title_fullStr	Understanding social networking sites adoption: an extended theory of planned behavior perspective
title_full_unstemmed	Understanding social networking sites adoption: an extended theory of planned behavior perspective
title_sort	understanding social networking sites adoption: an extended theory of planned behavior perspective
granting_institution	Universiti Teknologi Malaysia, Faculty of Management
granting_department	Faculty of Management
publishDate	2013
url	http://eprints.utm.my/id/eprint/33854/5/KohPeiLiMFPPSM2013.pdf
_version_	1747816201471393792

Understanding social networking sites adoption: an extended theory of planned behavior perspective

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