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| Diffusion of Innovation in Social Networking Sites among University Students
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Full
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Source |
International Journal of Computer Science and Security (IJCSS) |
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Table of Contents |
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Complete Issue PDF(4.51MB) |
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Volume: 4 Issue: 3 |
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Pages: 265-372 |
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Publication
Date: July 2010 |
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ISSN
(Online): 1985-1553 |
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Pages |
361 - 372 |
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Author(s) |
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Published
Date |
10-08-2010 |
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Publisher |
CSC
Journals, Kuala Lumpur,
Malaysia |
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ADDITIONAL
INFORMATION |
| Keywords Abstract References Cited by Related Articles Collaborative
Colleague |
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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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MENDELEY
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Vipnulled.com
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| Vincent Olufunke : Colleagues
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| Rebecca O. Vincent : Colleagues
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| Adebayo Felix Adekoya : Colleagues
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| Adewale Opeoluwa Ogunde : Colleagues
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