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The rise of social networking sites

The rise of social networking sites The purpose of this paper is to investigate the impact of the technology acceptance model, privacy concerns and demographic factors on intention to use (ITU) social networking sites (SNSs).Design/methodology/approachA questionnaire survey was developed and administered to a convenience sample of 838 university students.FindingsThe findings indicate that perceived privacy, demographic factors and perceived usefulness (PU) have a significant effect on the ITU SNSs, and that age does not moderate the relationship between perceived ease-of-use and PU.Originality/valueThis study confirms the growing importance of SNSs. It also provides social networking service providers with insights into user intentions towards such networks. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

The rise of social networking sites

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1355-5855
DOI
10.1108/apjml-01-2019-0029
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to investigate the impact of the technology acceptance model, privacy concerns and demographic factors on intention to use (ITU) social networking sites (SNSs).Design/methodology/approachA questionnaire survey was developed and administered to a convenience sample of 838 university students.FindingsThe findings indicate that perceived privacy, demographic factors and perceived usefulness (PU) have a significant effect on the ITU SNSs, and that age does not moderate the relationship between perceived ease-of-use and PU.Originality/valueThis study confirms the growing importance of SNSs. It also provides social networking service providers with insights into user intentions towards such networks.

Journal

Asia Pacific Journal of Marketing and Logistics – Emerald Publishing

Published: Jan 6, 2020

Keywords: Gender; Age; Information privacy; Technology acceptance model; Social networking sites

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