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Diffusion of Innovation in Social Networking Sites among University Students
Vincent Olufunke, Rebecca O. Vincent , Adebayo Felix Adekoya, Adewale Opeoluwa Ogunde
Pages - 361 - 372     |    Revised - 30-06-2010     |    Published - 10-08-2010
Volume - 4   Issue - 3    |    Publication Date - July 2010  Table of Contents
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KEYWORDS
Adoption, Intention, Social Networking Sites , Diffusion of Innovation
ABSTRACT
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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Dr. Vincent Olufunke
University - Nigeria
vincent.rebecca@gmail.com
Mr. Rebecca O. Vincent
- Nigeria
Mr. Adebayo Felix Adekoya
- Nigeria
Mr. Adewale Opeoluwa Ogunde
- Nigeria