Identifying the Factors Influencing Users’ Adoption of Social Networking Websites—A Study on Facebook

Neelotpaul Banerjee · Arit Kumar Dey

18 citations0/0 files storedInternational Journal of Marketing Studies

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Technology Adoption and User Behaviour Digital Marketing and Social Media Media and Digital Communication

Abstract

Success of a social networking websites (SNSs) primarily depends on the speed of consumer adoption of these websites. In this context, this study aims to examine empirically the factors that influence the adoption of Facebook by internet users. Facebook is chosen for this study as it is the most popular online social networking site. A survey involving 214 respondents is conducted. This study applied the statistical technique of exploratory factor analysis and extracted three major factors. Confirmatory factor analysis is used to confirm the exploratory factor model by determining the goodness of fit between hypothesized model and sample data.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 2009Users of the world, unite! The challenges and opportunities of Social Media 1974An Index of Factorial Simplicity 2007The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites 1989LISREL 7 : user's reference guide 2009Social media: The new hybrid element of the promotion mix 2000Social Identity and Self-Categorization Processes in Organizational Contexts 2008MySpace and Facebook: Applying the Uses and Gratifications Theory to Exploring Friend-Networking Sites

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2020Integrating emotional attachment, resource sharing, communication and collaboration into UTAUT2 to examine students' behavioural intention to adopt social media networks in education

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