Home   >   CSC-OpenAccess Library   >    Manuscript Information
Full Text Available

(267.13KB)
This is an Open Access publication published under CSC-OpenAccess Policy.
Publications from CSC-OpenAccess Library are being accessed from over 74 countries worldwide.
Identifying the Factors Affecting Users’ Adoption of Social Networking
Duygu Findik Coskuncay
Pages - 1 - 18     |    Revised - 15-01-2013     |    Published - 28-02-2013
Volume - 4   Issue - 1    |    Publication Date - April 2013  Table of Contents
MORE INFORMATION
KEYWORDS
Social Networking Satisfaction, Structural Equation Modeling, Partial Least Squares
ABSTRACT
Through the rapid expansion of information and communication technologies, social networking sites have received much more attention in the scope of internet communication. Success of a social web primarily depends on users’ satisfaction. In this context, this study aims to identify the influencing factors that affect users’ satisfaction towards social networking site use. A multidimensional model has been proposed based on the Information Quality, System Quality, Environmental and Affective dimensions to assess the effects of key variables – Semantic Intention, Usability, Web-Page Aesthetics, Subjective Norm and Trust- on users’ satisfaction. Facebook was chosen as a focused social networking site, because of its popularity. A comprehensive survey instrument was applied to 203 Facebook users. Also, Structural Equation Modeling, particularly Partial Least Square, was conducted to analyze the proposed research model. As a result, proposed multidimensional research model predicts the factors influencing users’ satisfaction towards social networking site use and relationships among these factors. The findings of this research will be valuable for literature by analyzing the influencing factors that have not been previously researched in the context of social networking satisfaction area.
CITED BY (1)  
1 Gengeswari, K., & Sharmeela-Banu, S. A. (2016). Revealing the Underlying Insights on the Use of Social Media by Foreign Students—A Qualitative Approach. Journal of Business Theory and Practice, 4(1), 139.
1 Google Scholar 
2 CiteSeerX 
3 refSeek 
4 Scribd 
5 SlideShare 
6 PdfSR 
1 A. Mislove, M. Marcon, K. P. Gummadi, P. Druschel and B. Bhattacharjee. “Measurement and analysis of online social networks.” 7th ACM SIGCOMM conference on Internet measurement. pp. 29-42. 2007. Newyork.
2 P. Kiser. “Social media 3Q update: Who uses Facebook, Twitter, Linkedln, & Myspace?”http://socialmediatoday.com/index.php?q=paulkiser/199133/social-media-3q-update-whouses-facebook-twitter-linkedln-myspace,2010 [Jan. 18, 2011]
3 J. Hart, C. Ridl ey, F. Taher, C. Sas and A. Dix. “Exploring the Facebook experience: A new approach to usability.” In NordiCHI '08: Proceedings of the 5th Nordic conference on Human-computer interaction. 2008. pp. 471-474. New York, NY, USA. ACM.
4 S. Muylle, R. Moenaert, M. Despontin. “The conceptualization and empirical validation of web site user satisfaction.” Information & Management. 41(5), 543-560, 2003.
5 L. Bianchi. “Infographic: Facebook 500 million members.”http://webcache.googleusercontent.com/search?q=cache:WFnDcGv4yR8J:www.viralblog.com/social-media/infographic-facebook-500-million-members/, 2010 [May. 18, 2010]
6 D.M. Body and N.B. Ellison. “Social network sites: definition, history, and scholarship.”Journal of Computer-Mediated Communication. 13(1), 210-230, 2007.
7 R. Gross and A. Acquisti. (2005). “Information revelation and privacy in online social networks.” ACM Workshop on Privacy in the Electronic Society; Alexandria, VA.http://www.heinz.cmu.edu/~acquisti/papers/privacy-Facebook-gross-acquisti.pdf., [ Jan.2011]
8 C. Dwyer, S. R. Hiltz and K. Passerini. (2007). “Trust and privacy concern within social networking sites: A comparison of Facebook and Myspace.” 30th Americas Conference on Information Systems. Keystone, Colorado.http://csis.pace.edu/~dwyer/research/DwyerAMCIS2007.pdf, [Dec. 2010]
9 N. Shi, M. K. O. Lee, C. Cheung and H. Chen. “The continuance of online social networks: How to keep people using Facebook?” The 43rd Hawaii International Conference on System Sciences pp. 1-10. 2010. Koloa, Kauai, Hawaii
10 S. Barnes. “A privacy paradox: Social networking in the United States.” First Monday,11(9). http://www.firstmonday.org/issues/issue11_9/barnes/index.html, 2006 [Jan. 8,2011]
11 A. Acquisti and R. Gross. “Imagined communities: awareness, information sharing, and privacy on the Facebook.” Privacy Enhancing Technologies. pp. 36-58. 2006. Lecture Notes in Computer Science 4258.
12 H. Gangadharbatla. “Facebook me: collective self-esteem, need to belong, and internet self-efficacy as predictors of the igeneration's attitudes toward social networking sites.”Journal of Interactive Advertising, 8(2), 5-15, 2008.
13 C.M.K. Cheung, P. Y. Chiu and M.K.O. Lee. “Online social networks: Why do “we” use Facebook?” Computers in Human Behavior, 19, 67-74, 2008.
14 W. P. Yan. (2008). “Factors affecting individual’s intention to continue participating in a social networkings site”. Honours Project , Hong Kong Baptist University, 2008
15 O. Kwon and Y. Wen. “An empirical study of the factors affecting social network service use.” Computers in Human Behavior, 26(2), 254-263, 2010.
16 S. P. Andon. “Evaluating computer-mediated communication on the university campus:The impact of Facebook.com on the development of romantic relationships, in college of communication.” Master’s Thesis, The Florida State University, Florida, USA, 2007.
17 N. B. Ellison, C. Steinfield and C. Lampe. “Spatially bounded online social networks and social capital: The role of Facebook.” Annual Conference of the International Communication Association. Dresden, Germany, 2006.
18 N. B. Ellison, C. Steinfield and C. Lampe. “The Benefits of Facebook "Friends:" Social Capital and College Students’ Use of Online Social Network Sites.” Journal of ComputerMediated Communication, 12(4), 1143-1168, 2007.
19 J.M. DiMicco and D. R. Millen. (2007). “Identity management: Multiple presentations of self in Facebook.” International Conference on Supporting Group Work. Sanibel Island,Florida, USA. [Online]. Avaliable: http://portal.acm.org/citation.cfm?id=1316682 [Jan.2011]
20 S. D. Gosling, S. Gaddis and S. Vazire. (2007). “Personality impressions based on Facebook profiles.” International Conference on Weblogs and Social Media, Boulder,Colorado, USA. [Online]. Avaliable: http://www.icwsm.org/papers/3--Gosling-GaddisVazire.pdf[Dec. 2010]
21 S. Zhao, S. Grasmuck and J. Martin. “Identity construction on Facebook: Digital empowerment in anchored relationships.” Computers in Human Behavior, 24(5), 1816-1836, 2008.
22 J. E. Bailey and S. W. Pearson. “Development of a tool for measuring and analyzing computer user satisfaction.” Management Science, 29(5), 530–545, 1983.
23 P. Eindor and E. Segev. “Organizational context and the success of management information systems.” Management Science, 24(10), 1064-1077, 1978.
24 W.H. DeLone and E.R. McLean. “Information systems success: The quest for the dependent variable.” Information Systems Research, 3(1), 60-95, 1992.
25 C. S. Lin, S. Wu and R. J. Tsai. “Integrating perceived playfulness into expectationconfirmation model for web portal context.” Information & Management, 42(5), 683-693,2005.
26 C.M.K. Cheung and M. K. O. Lee. “Understanding the sustainability of a virtual community: Model development and empirical test.” Journal of Information Science,35(3), 279-298, 2009.
27 C.M.K. Cheung, M. K. O. Lee. “The structure of web-based information systems satisfaction: Testing of competing models.” Journal of the American Society for Information Science and Technology, 59(10), 1617-1630, 2008.
28 S. S. Liaw, H. M. Huang, and G. D. Chen. “Surveying instructor and learner attitudes toward e-Learning.” Computers and Education, 49(4), 1066-1080, 2007.
29 A. Bandura. “Social Learning Theory”. New York, US: General Learning Press, 1977.
30 J. Iivari. “A planning theory perspective on information system implementation.” In:Gallegos, L. Welke, R., Wetherbe, J. (eds.) Sixth International Conference on Information Systems, 1985, pp. 196-211, Indianapolis, Indiana.
31 E. Koskela. “The PIOCO model for information systems design.” MIS Quarterly, 11(3),401-419, 1987.
32 P. Mika. “Social Networks and the Semantic Web.” Doctoral Dissertation, Virije University, 2006.
33 B. McBride. “Four Steps Towards the Widespread Adoption of a Semantic Web.” ISWC 2002, pp. 419–422, Sardinia, Italy, LNCS 2342.
34 T. Berners-Lee, J. Hendler and O. Lassila. (2001). “The semantic web.” Scientific American. [Online]. Avaliable: http://www.ipgems.com/present/swui_chi_20070502.pdf[Jan. 9, 2011]
35 T. Berners-Lee, M. Fischetti and M. L. Dertouzos. (1999). “Weaving the Web: The original design and ultimate destiny of the World Wide Web by its inventor.” 1rd ed.Harper San Francisco.
36 P. B. Seddon. “A respectation and extension of the DeLone and McLean model of IS success.” Information Systems Research 8(3), 240-253, 1997.
37 W.S. Yoo, K.S. Suh and M.B. Lee. “Exploring the factors enhancing member participation in online communities.” Journal of Global Information Management, 10(3), 55-71, 2002.
38 B. Shackel. “Usability––context, framework, design and evaluation.” Interacting with Computers, 21(5-6), 339-346, 1991.
39 N. Tractinsky, A. S. Katz and D. Ikar. “What is beautiful is usable.” Interacting with Computers, 13(2), 127-145, 2000.
40 D.A. Norman. “The psychology of everyday things.” Basic Books, New York, 1988.
41 D.A. Norman. “Turn signals are the facial expressions of automobiles.” Addison-Wesley,Reading, MA, 1992.
42 K.A. Butler. “Usability engineering turns 10.” Interactions. 3 (1), 59-75, 1996.
43 T. Lavie and N. Tractinsky. “Assessing dimensions of perceived visual aesthetics of web sites.” Int. J. Human-Computer Studies. 60(3), 269–298, 2004.
44 D. R. Compeau and C. A. Higgins. “Computer self-efficacy: Development of a measure and initial test.” MIS Quarterly, 19(2), 189-211, 1995.
45 I. Ajzen. “The theory of planned behavior.” Organizational Behavior and Human Decision Processes, 50(2), 179–211, 1991.
46 M. Lee. “Explaining and predicting users’ continuance intention toward e-learning: An extension of the expectation–confirmation model.” Computers & Education, 54(2), 506-516, 2009.
47 M. Fishbein and I. Ajzen. “Belief, attitude, intention, and behavior: An introduction to theory and research.” Reading, MA: Addison-Wesley, 1975.
48 R. W. Picard. “Affective computing.” Cambridge, MA: MIT Press, 1997.
49 R. W. Picard. “Affective computing: challenges.” Int. J. Human-Computer Studies, 59(1-2), 55-64, 2003.
50 A. Damasio. “Descartes’ error: Emotion, reason, and the human brain.” New York, NY:Gosset/Putnam Press, 1994.
51 A.M. Isen. “Positive affect and decision making.” In: Lewis, M., Haviland, J. (Eds.),Handbook of Emotions. Guilford, New York, 2000.
52 J.E. LeDoux. “The emotional brain.” Simon & Schuster, New York, 1996.
53 P. Salovey, J.D. Mayer. “Emotional intelligence.” Imagination, Cognition and Personality,9 (3), 185–211, 1990
54 J. D. Lee and K. A. See. “Trust in Automation: Designing for appropriate reliance.”Human Factors and Ergonomics Society, 46(1), 50-80, 2004.
55 J. Cook and T. Wall. “New work attitude measures of trust, organizational commitment,and personal need nonfulfillment.” Journal of Occupational Psychology, 53, 39-52, 1980.
56 A. Kini and J. Choobineh (1998). “Trust in electronic commerce: Definition and theoretical considerations.” In Blanning, R. and King, D., editors, Proceedings of the 31 Annual Hawaii Conference on System Sciences, volume IV. IEEE Computer Society
57 N.W. Coppola, S.R. Hiltz and N.G. Rotter. “Building trust in virtual teams.” IEEE Transactions on Professional Communication, 47(2), 95-105, 2004.
58 J. Nielsen. “Guerrilla HCI: Using discount usability engineering to penetrate the intimidation barrier.” In R. Bias & D. Mayhew (Eds.), Cost-Justifying usability. San Diego,California: Academic Press, 1994a.
59 J. Nielsen. “Heuristic evaluation.” In J. Nielsen & R. Mack (Eds.), Usability inspection methods . New York, New York: John Wiley & Sons, 1994b.
60 K. Mullet, D. Sano. “Designing visual interfaces.” Prentice Hall, 1995.
61 Y. Pan and G. M. Zinkhan. “Exploring the impact of online privacy disclosures on consumer trust.” Journal of Retailing, 82(4), 331–338, 2006.
62 A. Bhattacherjee. “An empirical analysis of the antecedents of electronic commerce service continuance.” Decision Support Systems, 32(2), 201–214, 2001a.
63 A. Bhattacherjee. “Understanding information systems continuance. An expectation– confirmation model.” MIS Quarterly, 25(3), 351–370, 2001b.
64 A. Field. “Discovering Statistics Using SPSS.” S. Sage, London, 2009.
65 J. F. Hair, W. C. Black, B. J. Babin, R. E. Anderson and R. L. Tatham. “Multivariate data analysis.” (6rd. ed). Pearson Prentice Hall, 2006.
66 J. Pallant. “SPSS survival manual: A step by step guide to data analysis using SPSS for windows.” Version 10. Open University Press, 2001.
67 S. Walfish. “A Review of Statistical outliers Methods.” Pharmaceutical Technology,30(11), 82-88, 2006.
68 I. Qureshi and D. Compeau. “Assessing between-group differences in information systems research: A comparison of covariance- and component-based SEM.” MIS Quarterly: Management Information, 33(1), 197-214, 2009.
69 J. Stevens. “Applied multivariate statistics for the social sciences.” 4rd ed. Mahwah, NJ:Lawrence Erlbaum, 2002.
70 G.A. Morgan, N.L. Leech, G.W. Gloeckner and K.C. Barrett. “SPSS for introductory statistics use and interpretation.” 2rd. ed. Lawrence Erlbaum associates, publishers,2004.
71 C. S. Reichardt and S. C. Coleman. “The criteria for convergent and discriminant validity in a multitrait-multimethod Matrix.” Mirlfivariafe Behavioral, 30, 513-538, 1995.
72 C. Fornell and D. Larcker. “Evaluating structural equation models with unobservable variable and measurement error.” Journal of marketing research, 18(1), 39-50, 1981.
73 M. Kurosu and K. Kashimura. “Apparent usability vs. inherent usability: experimental analysis on the determinants of the apparent usability.” In CHI '95: Conference companion on Human factors in computing systems. 1995, pp. 292-293, New York, NY,USA. ACM.
74 N. Tractinsky. “Aesthetic and apparent usability: Empirically assessing Cultural and methodological Issues.” CHI 97 the SIGCHI conference on Human factors in computing systems, 1997, pp.115-122. Newyork, NY, USA.
75 A. DeAngeli, A. Sutcliffe and J. Hartmann. “Interaction, usability and aesthetics: What influences users’ preferences?” 6th ACM conference on Designing Interactive systems,2006, pp.271-280. New York, N.Y.: University Park, PA.
76 W. T. Wang and C. C. Wang. “An emprical study of instructor adoption of web-based learning systems.” Computers & Education, 53(3), 761-774, 2009.
77 S. Y. Park. “An analysis of the technology acceptance model in understanding university.”Educational Technology & Society,12(3), 150-162, 2009.
78 I. L. Wu and J. L. Chen. “An extension of trust and TAM model with TPB in the initial adoption of on-line tax: An empirical study.” International Journal of Human Computer Studies, 62 (6), 784-808, 2005.
79 J. Sung, Y. Yun. “Toward a More Robust Usability concept with Perceived Enjoyment in the context of mobile multimedia service.” International Journal of Human Computer Interaction. 1(3), 12-32, 2010.
80 V. Sebastián, N. Park and K. F. Kee. "Is There Social Capital in a Social Network Site?:Facebook Use and College Students' Life Satisfaction, Trust, and Participation1." Journal of Computer-Mediated Communication. 14(4), 875-901, 2009.
81 P. Tripathi, M. Pandey and D. Bharti. “Cognitive Approach Towards the Maintenance of Web-sites Through Quality Evaluation in Operative Phase.” International Journal of Human Computer Interaction. 2(2), 31-37, 2011.
Mr. Duygu Findik Coskuncay
Middle East Technical University - Turkey
duyguf@ii.metu.edu.tr