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Diffusion of Innovation in Social Networking Sites among University Students
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International Journal of Computer Science and Security (IJCSS)
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Volume:  4    Issue:  3
Pages:  265-372
Publication Date:   July 2010
ISSN (Online): 1985-1553
361 - 372
Published Date   
CSC Journals, Kuala Lumpur, Malaysia
Keywords   Abstract   References   Cited by   Related Articles   Collaborative Colleague
KEYWORDS:   Adoption, Intention, Social Networking Sites , Diffusion of Innovation 
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This study tested the attributes of the theory of diffusion of innovation empirically, using Social networking as the target innovation. The study was situated using student of University of Agriculture, Abeokuta in Nigeria. The population comprised of people already connected to one social network site or the other. Data collection instrument was a structured questionnaire administered to 120 respondents of which 102 were returned giving 85% return rate. Principal Factor Analysis and Multiple Regression were the analytical techniques used. The demographic characteristics of the respondents revealed that most of them were students and youths. From the factor analysis, It was revealed that the respondents believed in the that Social Networking sites were quite easy to use and fit in with their way of life; The constructs Compatibility, and Trialability were all found to have a significant impact on the Attitude towards these sites, which in turn does not have significant impact on the Intention to use it. To increase the adoption of these social sites, it is recommended that more networking sites with the intention of connecting people to meet olds friends, meeting new people should be built, and easy to use.  
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Vincent Olufunke : Colleagues
Rebecca O. Vincent : Colleagues
Adebayo Felix Adekoya : Colleagues
Adewale Opeoluwa Ogunde : Colleagues  
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