The Effects of Gender On The Adoption of Social Media: An Empirical Investigation

This study develops a research model to gain a deeper understanding on gender comparison relating to social media continuance/usage. The theoretical background for our research model is based on the diffusion of innovation and the technology acceptance models. We collected 290 datasets from college students that are enrolled in a large university located in North America. The statistical techniques to analyze our datasets are confirmatory factor analysis and structural equation modeling. The results of our data analysis show that females have stronger and significant perception of ease of use, compatibility, relative advantage, and risk when using social media compared to males. Also, our results show that males have a stronger perception of satisfaction and information quality when using social media compared to females.