The Roles of Technology and Social Influence in the Acceptance of Social Networking Sites

The paper examines the determinants of consumer behavioral intentions to use social networking sites in search and share professional information. This paper integrates components of the technology acceptance model dimensions and consumer behavior theories coupled with the recently developed construct of social norms and consumer expectations to determine behavioral intentions to use social networking sites. Seven hundred and seventy-four samples collected from South Korean consumers are analyzed using factor analysis, structural equation model techniques and one-way analysis of variance. The results show that consumer expectations, social norms, perceived ease of use and usefulness should be viewed as important antecedents explaining behavioral intentions to use social networking sites.