An Empirical Study of Social Networking Behavior Using Theory of Reasoned Action

Alan R. Peslak · Wendy Ceccucci · Patricia Sendall

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Technology Adoption and User Behaviour Media and Digital Communication Impact of Technology on Adolescents

Abstract

One of the most important means of communication for young people today is social networking. This study explores social networking behavior using the Ajzen and Fishbein (1980) model of human behavior known as Theory of Reasoned Action (TRA). Specifically, findings reveal that both attitude toward social networking and “subjective norm” are positively associated with intention to use social networking (SN). In addition, intention influences use of social networking. The TRA model provides a strong fit with the overall data and can be used to predict and understand the usage of social networking in the target population.

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1980Understanding Attitudes and Predicting Social Behavior 1995Testing Structural Equation Models.1987Unifying the fragmented models of information systems implementation 2008Motivations for social networking at work 1984The Theory of Reasoned Action Applied to Coupon Usage 2004Predicting online grocery buying intention: a comparison of the theory of reasoned action and the theory of planned behavior 2007The Effects of Trust and Enjoyment on Intention to Play Online Games 2000Relationships among attitudes and subjective norms: Testing the theory of reasoned action across cultures

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