An Exploration of Social Networking Sites (SNS) Adoption in Malaysia Using Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB) And Intrinsic Motivation

Goh, Say Leng and Suddin Lada, and Mohd Zulkifli Muhammad, and Ag. Asri Ag. Ibrahim, and Tamrin Amboala, (2011) An Exploration of Social Networking Sites (SNS) Adoption in Malaysia Using Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB) And Intrinsic Motivation. Journal of Internet Banking and Commerce , 16 (2). pp. 1-27. ISSN 1204-5357

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Abstract

The objective of the paper is to explore the factors that encourage students to adopt social network sites (SNS) in Malaysia and to use the study’s findings to develop guidelines for SNS providers on how to maximize the rate of adoption. A conceptual model of Technology Acceptance Model (TAM), Theory of Planned Behaviour (TPB) and intrinsic motivation is proposed and empirically tested in the context of SNS usage. Structural Equation modelling was used on the survey data from 283 university students to test the model fit and corresponding hypotheses. The results show that both TAM and TPB were supported in their predictions of SNS usage intention and perceived enjoyment is a more significant antecedent of attitude as compared to perceived usefulness. Other than communicating with others, the users are looking for fun and enjoyment from using SNS. The relationships between the factors were also presented. Theoretical and managerial implications are discussed at the end of the article. The paper has addressed two limitations that provi de opportunities for other researchers to explore them in depth in the future in the si milar field of social network sites (SNS). The imitations are presented in the conclusion’s part. For researchers, this paper provides a framework to identify and understand the way the potential key factors contribute to the adoption of SNS. For practitioners, this framework lists the features that specifically attract SNS users. Understanding users’ preferences is of major importance in e- businesses for making strategic decisions to increase user satisfaction, as well as improving the performance of the business.

Item Type:Article
Uncontrolled Keywords:Social network sites (SNS),Technology acceptance model (TAM), Theory of planned behaviour (TPB), intrinsic motivation
Subjects:H Social Sciences > HF Commerce
Divisions:SCHOOL > Labuan School of Informatics Science
ID Code:6866
Deposited By:IR Admin
Deposited On:11 Sep 2013 15:39
Last Modified:16 Feb 2015 11:59

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